The Effect of Advertising and Display: Assessing the Evidence (Hardback)Robert East (author)
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The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.
Publisher: Springer-Verlag New York Inc.
Number of pages: 118
Weight: 820 g
Dimensions: 235 x 155 x 9 mm
Edition: 2003 ed.
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