Title The effect of advertising and display : assessing the evidence / Robert East

Published Boston ; London : Kluwer Academic Publishers, [2003] ©2003

Copies

Location	Call no.	Vol.	Availability
WATERFT BUSINESS	659.1 Eas/Eoa		AVAILABLE
MELB	659.1 Eas/Eoa		AVAILABLE

Description xiv, 117 pages : illustrations ; 25 cm Series Springer Nature Book Archives Millennium (2000-2004) Contents Machine derived contents note: Contents.- Preface.- Acknowledgements.- What is Effective Advertising.- Advertising Frequency and Concentration.- Wearout, Carryover Effects and Decay of Advertising.- How Do Individuals Process Advertising?- Advertising at the Point of Sale.- Online Advertising.- Postscript.- Advertising Terms.- Useful Websites.- References.- Subject Index.- Author Index Bibliography Includes bibliographical references (pages 100-108) and indexes Subject Advertising -- Research. Advertising -- Research -- Methodology. Advertising. Advertising -- Psychological aspects. LC no. 2003054564 ISBN 1402075146 :

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