| Description |
xxiv, 251 pages : illustrations ; 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 |
| Summary |
"Dr. Woodside picks up where other books on "maxi-marketing" leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community."--BOOK JACKET |
| Bibliography |
Includes bibliographical references (pages [245]-247) and index |
| Subject |
Advertising -- Brand name products.
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Brand choice.
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Corporate image.
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| LC no. |
95050739 |
| ISBN |
0899309844 (alk. paper) |
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