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

著者: Arch G Woodside
出版商: Westport, Conn. : Quorum Books, 1996.
版本/格式:   图书 : 英语查看所有的版本和格式
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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.

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