Advertising Research: Selected full-text books and articles
Attention, Attitude, and Affect in Response to Advertising Lawrence Erlbaum Associates, 1994
Librarian’s tip: Part I "Historical and Contemporary Perspectives on Advertising Research"
Measuring Advertising Effectiveness Lawrence Erlbaum Associates, 1997
Librarian’s tip: Chap. 2 "Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings"
Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing Quorum Books, 1996
Librarian’s tip: Chap. 7 "Applying the Long Interview in Linkage-Advertising Research"
Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy Lawrence Erlbaum Associates, 2001
Can the Truth Hurt? How Honest and Persuasive Advertising Can Unintentionally Lead to Increased Consumer Skepticism The Journal of Consumer Affairs, Vol. 34, No. 2, Winter 2000
Peer-reviewed publications on Questia are publications containing articles which were subject to evaluation for accuracy and substance by professional peers of the article's author(s).
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying Lawrence Erlbaum Associates, 2003 (2nd edition)
Diversity in Advertising: Broadening the Scope of Research Directions Lawrence Erlbaum Associates, 2004
Ratings Analysis: The Theory and Practice of Audience Research Lawrence Erlbaum Associates, 2000 (2nd edition)
Librarian’s tip: Chap. 2 "Audience Research in Advertising"
An Integrated Approach to Communication Theory and Research Lawrence Erlbaum Associates, 1996
Librarian’s tip: Chap. 14 "Advertising"
Values, Lifestyles, and Psychographics Lawrence Erlbaum Associates, 1997
Librarian’s tip: Chap. 21 "Cross-Cultural Values Research: Implications for International Advertising"
Global and Multi-National Advertising Lawrence Erlbaum Associates, 1994
Librarian’s tip: Chap. 1 "International Advertising Research and International Communication Theory"
Emotion in Advertising: Theoretical and Practical Explorations Quorum Books, 1990
Librarian’s tip: Chap. 2 "On Using Classical Conditioning Methods for Researching the Impact of Ad-Evoked Feelings"
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