Download or read book Evaluating the Utility of Advertising written by Robert Hal Ducoffe and published by . This book was released on 1989 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Evaluating the Utility of Advertising written by Robert Hal Ducoffe and published by . This book was released on 1989 with total page 614 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Effect of Advertising and Display written by Robert East and published by Springer Science & Business Media. This book was released on 2013-03-20 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. 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.
Download or read book Evaluating the sales effects of advertising through the use of scanner generated data written by James MacLachlan and published by . This book was released on 1985 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Evaluating the Sales Effectiveness of a Retail Advertising Campaign Through the Use of a Controlled Experiment written by Gerald Chaifetz and published by . This book was released on 1968 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Assessing Marketing Strategy Performance written by Christine Moorman and published by . This book was released on 2004 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Offering a diverse set of approaches, from stock market response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be a valuable resource to those seeking to better understand marketing's role in the firm"--
Download or read book Evaluation in Advertising Reception written by S. Bullo and published by Springer. This book was released on 2015-12-04 with total page 195 pages. Available in PDF, EPUB and Kindle. Book excerpt: Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.
Download or read book Identify and Evaluate Advertising written by Valerie Bodden and published by Lerner Publications. This book was released on 2015-01-01 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is advertising, and why should you care? Learn how to think critically about advertising. Who created and paid for an ad? What do the people who made the ad want you to do? Why does it matter if a website includes advertising? This book will help you pinpoint and evaluate common persuasive techniques used in advertising, including the bandwagon approach, emotional appeal, repetition, and more.
Download or read book An Evaluation of Fluid Milk and Cheese Advertising written by Theresa Y. Sun and published by . This book was released on 1993 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Evaluating the Benefits of Advertising Freestanding Imaging Centers written by Advisory Board Company. Marketing and Planning Leadership Council and published by . This book was released on 2003 with total page 7 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Learning From Winners written by Raymond Pettit and published by Psychology Press. This book was released on 2007-08-27 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand in
Download or read book Introducing Marketing written by John Burnett and published by State University of New York Oer Services. This book was released on 2018-07-11 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Integrated Marketing" boxes illustrate how companies apply principles.
Download or read book Dietary Supplements written by United States. Federal Trade Commission. Bureau of Consumer Protection and published by . This book was released on 1998 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Evaluating the Effects of Artificial Intelligence on Complexity in Marketing written by and published by GRIN Verlag. This book was released on 2021-03-30 with total page 203 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,9, Reutlingen University (ESB Business School), language: English, abstract: The research question explored in this paper is about a potential benefit of AI in marketing, which to this day is comparatively unexplored. Even though the concept of AI has been around since the 1950s, and current research and development make significant progress in this area, scientific literature dealing with AI in marketing consists of less than 300 published articles. This paper distinguishes itself from related papers, as it goes beyond investigating whether AI has an impact on business or not. The results of this thesis shall not only show the potential AI holds for marketing, but also suggest constant theoretical exploration of untapped fields in marketing. The Internet of things (IoT) and big data changed customer behavior and how businesses work. This trend has led to a continued increase in complexity for marketing managers. In 2017, 8.4 billion devices were connected to the internet. This number is forecasted to increase to 20.4 billion by 2020. The immense amount of data generated, collected, and analyzed has propelled new markets, such as big data and artificial intelligence. Marketing managers struggle to keep up with the sheer volume of data available and the surging complexity of marketing. Connecting dispersed data and finding patterns, leads to helpful insights, which are said to reduce complexity. Many businesses lack a clear strategy to tap into the benefits of AI and gain a competitive advantage.
Download or read book Evaluation and Association written by Meghana Bhatt and published by . This book was released on 2008 with total page 37 pages. Available in PDF, EPUB and Kindle. Book excerpt: I propose a neurally motivated network model of advertising where advertisements create complementarities among the directly observable attributes of a product, allowing a brand to obtain social value. The formalization of this process allows us to examine the indirect effects of advertising in addition to how ads might affect the decision utility of a product. I focus mainly on the externalities, both positive (spillovers) and negative (dilution), predicted by this model.
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Introduction to Advertising written by Emmanuel Mogaji and published by Routledge. This book was released on 2021-05-30 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.
