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E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/33862670 Title: Measuring the effectiveness of image and linkage advertising : the nitty-gritty of maxi-marketing Author: Arch G Woodside Publisher: Westport, Conn. : Quorum Books, 1996. ISBN/ISSN: 0899309844 9780899309842 OCLC:33862670

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Measuring the effectiveness of image and linkage advertising : the nitty-gritty of maxi-marketing

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Measuring the effectiveness of image and linkage advertising : the nitty-gritty of maxi-marketing

Author:	Arch G Woodside
Publisher:	Westport, Conn. : Quorum Books, 1996.
Edition/Format:	Book : EnglishView all editions and formats
Rating:	(not yet rated) 0 with reviews - Be the first.

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Document Type:	Book
All Authors / Contributors:	Arch G Woodside Find more information about:
ISBN:	0899309844 9780899309842
OCLC Number:	33862670
Description:	xxiv, 251 p. : ill. ; 24 cm.
Contents:	A useful model of how advertising works -- Measuring the advertising impact of customer top-of-mind-awareness (unaided) -- Finding out how automatic benefit-to-brand retrievals influence customers' brand choice -- Assessing linkage-advertising effects -- Performance analysis of advertising in competing media vehicles -- Image versus direct-response advertising -- Applying the long interview in linkage-advertising research -- Customer portfolio analysis for advertising strategy development -- Profiling heavy, light, and nonusers of direct-response advertising -- Assessing the performance of business-to-business and business-to-consumer linkage-advertising fulfillment strategies.
Responsibility:	Arch G. Woodside.

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