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| Document Type: | Book |
|---|---|
| All Authors / Contributors: |
Arch G Woodside |
| 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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