Measuring Advertising Effectiveness

By William D. Wells | Go to book overview
Contents
Prefaceix
I. Effects and Effectiveness1
1 Comprehensive Measurement of Advertising Effectiveness: Notes From the Marketplace3 Christine Wright-Isak, Ronald J. Faber, and Lewis R. Horner
2 Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings13 William A. Cook and Arthur J. Kover
Comment on Chapters 1 and 221 Esther Thorson
II. Subtle Processing25
3 Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes27 Stewart Shapiro, Susan E. Heckler, and Deborah J. MacInnis
Comment on Chapter 345
Larry Percy
4 Advertising Effectiveness and Indirect Effects of Advertisements47
Youjae Yi
Comment on Chapter 464
James C. Crimmins
5 Advertising Repetition and Consumer Beliefs: The Role of Source Memory67
Sharmistha Law and Scott A. Hawkins

-v-

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