| Description |
x, 408 pages : illustrations ; 24 cm |
| Series |
Advertising and consumer psychology |
|
Advertising and consumer psychology.
|
| Contents |
I. Effects and Effectiveness. 1. Comprehensive Measurement of Advertising Effectiveness: Notes From the Marketplace / Christine Wright-Isak, Ronald J. Faber and Lewis R. Homer. 2. Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings / William A. Cook and Arthur J. Kover -- Comment on Chapters 1 and 2 / Esther Thorson -- II. Subtle Processing. 3. Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes / Stewart Shapiro, Susan E. Heckler and Deborah J. MacInnis -- Comment on Chapter 3 / Larry Percy. 4. Advertising Effectiveness and Indirect Effects of Advertisements / Youjae Yi -- Comment on Chapter 4 / James C. Crimmins. 5. Advertising Repetition and Consumer Beliefs: The Role of Source Memory / Sharmistha Law and Scott A. Hawkins -- III. The ELM Model. 6. Conceptual and Methodological Issues in Advertising Effectiveness: An Attitude Strength Perspective / Curtis P. Haugtvedt and Joseph R. Priester. 7. Inference and Impact / James C. Crimmins -- Comment on Chapters 6 and 7 / William D. Wells -- IV. Cognitive Elaboration. 8. Pretesting Advertising Using Cognitive Response Analysis: Some Conclusions and Hypotheses Based on Practical Experience / Peggy Lebenson and Max Blackston -- Comment on Chapter 8 / Sharon Shavitt and Michelle R. Nelson. 9. Prediction of Long-Term Advertising Effectiveness: New Cognitive Response Approaches / Michelle R. Nelson, Sharon Shavitt and Angela Schennum [et al.]. 10. Extensions of the Cognitive Response Approach to Predicting Postadvertisement Attitudes / Debra L. Stephens and J. Edward Russo -- Comment on Chapters 1 Through 10 / William D. Wells -- V. Context. 11. Understanding Consumer Memory for Ads: A Process View / Jennifer Gregan-Paxton and Barbara Loken. 12. The Effects of Program Context on Advertising Effectiveness / V. Carter Broach, Thomas J. Page, Jr. and R. Dale Wilson -- Comment on Chapter 12 / Brian Wansink -- Comment on Chapter 12 / Abhilasha Mehta -- Comment on Chapter 12 / Christine Wright-Isak. 13. Television Viewing Behavior as an Indicator of Commercial Effectiveness / Esther Thorson and Xinshu Zhao. 14. The Determinants of Advertising Repetition Effects / Pirjo Vuokko -- Comment on Chapter 14 / Christine Wright-Isak -- Comment on Chapters 11 Through 14 / William D. Wells -- VI. Copy Testing. 15. A Theory-Based Approach to Pretesting Advertising / Larry Percy and John R. Rossiter -- Comment on Chapter 15 / Esther Thorson. 16. Top-Down, Stimulus-Based, and Bottom-Up Processes in Brand Choice: Some Implications for the Measurement of Advertising Effectiveness / Richard W. Olshavsky and Anand Kumar -- Comment on Chapter 16 / Larry Percy -- Comment on Chapter 16 / Abhilasha Mehta. 17. The Measurement of Advertising Effectiveness: Empirical Learning and Application / Allan R. Kuse -- Comment on Chapter 17 / Brian Wansink. 18. Evaluating Advertising Effectiveness Through Advertising Response Modeling (ARM) / Abhilasha Mehta and Scott C. Purvis -- Comment on Chapter 18 / Brian Wansink. 19. A Strategic Approach to Measuring Advertising Effectiveness / Thomas J. Reynolds, Jerry C. Olson and John P. Rochon -- Comment on Chapter 19 / Christine Wright-Isak. 20. Developing Copy Tests That Estimate Brand Usage / Brian Wansink and Michael L. Ray. 21. Evaluating the Effectiveness of Place-Based Media / James Lucas and David Prensky -- VII. Afterword. 22. An Interview With Mr. X. / William D. Wells |
| Notes |
"Includes edited versions of papers presented at the 1994 Advertising and Consumer Psychology Conference"--Pref |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Advertising -- Research -- United States -- Congresses.
|
|
Advertising -- Research.
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| Genre/Form |
Conference papers and proceedings.
|
| Author |
Wells, William D.
|
| LC no. |
96008021 |
| ISBN |
0805819010 (alk. paper) |
|
0805828125 (paper : alk. paper) |
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