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| Material Type: | Conference publication |
|---|---|
| Document Type: | Book |
| All Authors / Contributors: |
William D Wells |
| ISBN: | 0805819010 9780805819014 0805828125 9780805828122 |
| OCLC Number: | 34547261 |
| Notes: | "Includes edited versions of papers presented at the 1994 Advertising and Consumer Psychology Conference"--Pref. |
| Description: | x, 408 p. : ill. ; 24 cm. |
| Contents: | Comprehensive measurement of advertising effectiveness : notes from the marketplace / Christine Wright-Isak, Ronald J. Faber, and Lewis R. Horner -- Research and the meaning of advertising effectiveness : mutual misunderstandings / William A. Cook and Arthur J. Kover -- Measuring and assessing the impact of preattentive processing on ad and brand attitudes / Stewart Shapiro, Susan E. Heckler, and Deborh J. MacInnis -- Advertising effectiveness and indirect effects of advertisements / Youjae Yi -- Advertising reception and consumer beliefs : the role of source memory / Sharmistha Law and Scott A. Hawkins -- Conceptual and methodological issues in advertising effectiveness : an attitude strength perspective / Curtis P. Haugtvedt and Joseph R. Priester -- Inference and impact / James C. Crimmins -- Pretesting advertising using cognitive response analysis : some conclusions and hypotheses based on practical experience / Peggy Lebenson and Max Blackston -- Prediction of long-term advertising effectiveness : new cognitive response approaches / Michelle R. Nelson ... [et al.] -- Extensions of the cognitive response approach to predicting postadvertisement attitudes / Debra L. Stephens and J. Edward Russo -- Understanding consumer memory for ads : a process view / Jennifer Gregan-Paxton and Barbara Loken -- The effects of program context on advertising effectiveness / V. Carter Broach, Thomas J. Page, Jr., and R. Dale Wilson -- Television viewing behavior as an indicator of commercial effectiveness / Esther Thorson and Xinshu Zhao -- The determinants of advertising repetition effects / Pirjo Vuokko -- A theory-based approach to pretesting advertising / Larry Percy and John R. Rossiter -- Top-down, stimulus-based, and bottom-up processes in brand choice : some implications for the measurement of advertising effectiveness / Richard W. Olshavsky nd Anand Kumar -- The measurement of advertising effectiveness : empirical learning and application / Allan R. Kuse -- Evaluating advertising effectiveness through advertising response modeling (ARM) / Abhilasha Mehta and Scott C. Purvis -- A strategic approach to measuring advertising effectiveness / Thomas J. Reynolds, Jerry C. Olson, and John P. Rochon -- Developing copy tests that estimate brand usage / Brian Wansink and Michael L. Ray -- Evaluating the effectiveness of place-based media / James Lucas and David Prensky -- An interview with Mr. X. / William D. Wells. |
| Series Title: | Advertising and consumer psychology. |
| Responsibility: | edited by William D. Wells. |
| More information: |
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