[Read and download] Measuring Advertising Effectiveness (Advertising and Consumer Psychology)






#1976268 in eBooks 2014-03-05 2014-03-05File Name: B00ITUD9NS

This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require det...


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