详细书目
| 文件类型: | 书 |
|---|---|
| 所有的著者/提供者: |
Arch G Woodside |
| ISBN: | 0899309844 9780899309842 |
| OCLC号码: | 33862670 |
| 描述: | xxiv, 251 p. : ill. ; 24 cm. |
| 内容: | 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. |
| 责任: | Arch G. Woodside. |
标签
添加标签 目的是为 "Measuring the effectiveness of image and linkage advertising : the nitty-gritty of maxi-marketing".
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