The effect of advertising and display: assessing the evidence
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston
Kluwer Academic Publishers
2003
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and indexes |
| Physical Description: | XIV, 117 S. |
| ISBN: | 1402075146 |
Staff View
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Record in the Search Index
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| adam_text | V
Contents
List of Figures viii
List of Tables ix
Preface xi
Why? xi
What? xi
Who For? xii
Plan of the Book xii
Acknowledgements xiv
CHAPTER 1: WHAT IS EFFECTIVE ADVERTISING 1
Price Support 3
Evidence 3
Squeezing the Retailer 5
When Supply is Limited 5
The Sales Response to Advertising 6
Reducing Costs 9
Summary 10
Notes 10
CHAPTER 2: ADVERTISING FREQUENCY AND
CONCENTRATION 11
Schedules 11
The Individual Response to Ad Exposures 12
S Shaped or Concave Response? 12
Jones Work on STAS 15
Concentration 16
Summary 20
Notes 21
CHAPTER 3: WEAROUT, CARRYOVER EFFECTS AND
DECAY OF ADVERTISING 23
Wearout 23
What Wears Out? 25
A Model of Advertising Effect 26
Carryover Sales Effects of Advertising 27
Problems with Purchase Reinforcement 30
Word of Mouth 30
Using Word of Mouth 35
How Long Do Advertising Effects Last? 36
Half Lives in Frequent Purchase Markets 37
Long Term Decay Effects 38
Segments to Target 40
Heavy and Light Television Viewers 40
Loyalty Segments 41
Heavy and Light Buyers 43
Do Some Brands Get More From Their Advertising? 45
Big Brands 45
New Brands 45
Elastic Categories 46
Summary 46
Notes 47
CHAPTER 4: HOW DO INDIVIDUALS PROCESS ADVERTISING? 49
Hierarchical Models of Ad Response 49
The Awareness Trial Reinforcement (ATR) Model 52
No Role for Conversion? 54
Attention to the Ad 55
Pre Attention Processing 55
Conceptual Conflict 56
Selective Attention by Buyers of the Advertised Brand 59
Ad Processing 60
Archetypes 60
Advertising Awareness and Understanding 62
Attitude to the Brand 62
Attitude to the Ad 63
The Effect of Mere Exposure 64
Positive and Negative Information 65
Heath s Work 66
Psychological Research on Persuasion 68
Arguing with the Ad 68
The Elaboration Likelihood Model (ELM) 69
Summary 72
Notes 72
CHAPTER 5: ADVERTISING AT THE POINT OF SALE 73
Display Effects 73
The Delayed Effect Of Advertising 74
Reviving the Ad Effect 74
Mood Management 76
Types of Purchase Context 77
The Rossiter Percy Communication Model 78
The Response to Price 79
vii
Local Advertising, Price Cuts and In Store Display 80
Combining Displays 81
Summary 83
CHAPTER 6: ONLINE ADVERTISING 85
The Internet as an Ad Channel 85
Social Influences 86
Types of Internet Advertising 86
Paying for Web Ads 86
Online Effectiveness 87
Interest Matching 87
Keywords and Key Sites 88
Cookies 90
Real Time Evaluation of Websites 90
Summary 91
POSTSCRIPT 93
Are We Taking Sufficient Account of Carryover Effects? 93
Do We Change Copy Often Enough? 94
Using Evidence on the Durability and Decay of Advertising? 95
How Should We Use Different Media? 95
Are We Using The Power of Display Effectively? 96
What Is the Potential of Internet Advertising? 96
Do We Target the Right Loyalty Segments? 97
Advertising Terms 99
Useful Websites 100
References 101
Subject Index 109
Author Index 115
List of Figures
1.1 Wonderbra ad featuring Eva Hertzigova 7
2.1 TV advertising schedules 11
2.2 Concave and S shaped responses to exposures 13
2.3 Percentage increase in sales for different frequencies and
concentrations 18
2.4 Some lasting effect of concentration 20
3.1 The Krugman hypothesis that ads recover if they are rested between
bursts 24
3.2 Evidence of wearout 25
3.3 Primary and carryover responses to advertising 27
3.4 The S shaped diffusion curve 31
3.5 The switching decision may have two stages 34
3.6 Bases of recommendation 36
3.7 How primary and carryover effects of advertising may combine 37
3.8 Sales effect of advertising by loyalty group 42
3.9 Volume sales effects of ads per loyalty 42
3.10 Total volume sales per loyalty segment 43
3.11 Gamma distributions for high and low mean purchase frequencies....44
4.1 Hierarchical models of ad response 50
4.2 The model behind DAGMAR 50
4.3 A compatible sequence leading to purchase 51
4.4 The Awareness, Trial, Reinforcement (ATR) model 52
4.5 The leaky bucket theory of advertising 53
4.6 BlivetMklV 56
4.7 Saatchi and Saatchi poster combating smoking when pregnant 58
4.8 Awareness of brand advertising and brand use 59
4.9 Priming recognition: a picture frame or two try squares? 61
4.10 Composite results from mere exposure laboratory research 65
5.1 Possible links to Coca Cola 75
5.2 Ads for Imodium 76
5.3 The Rossiter Percy octants 78
5.4 IRI evidence on the combination effects of price discount, display
and local ads 81
5.5 Display effects 82
ix
List of Tables
3.1. Main channel used to choose a new service (%) 32
3.2. Reasons for retaining or switching car brand 34
3.3. Percentage sales gain in upweight group 39
4.1. Claimed ad recall 60
|
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| id | DE-604.BV017213102 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T19:15:04Z |
| institution | BVB |
| isbn | 1402075146 |
| language | English |
| lccn | 2003054564 |
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| physical | XIV, 117 S. |
| publishDate | 2003 |
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| publisher | Kluwer Academic Publishers |
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| spelling | East, Robert Verfasser aut The effect of advertising and display assessing the evidence Robert East Boston Kluwer Academic Publishers 2003 XIV, 117 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and indexes Effectiviteit gtt Publicité Publicité - Aspect psychologique Publicité - Recherche - Méthodologie Reclame gtt Psychologie Advertising Advertising Psychological aspects Advertising Research Werbewirkungsanalyse (DE-588)4244492-5 gnd rswk-swf Werbeerfolgskontrolle (DE-588)4189634-8 gnd rswk-swf Werbeerfolgskontrolle (DE-588)4189634-8 s Werbewirkungsanalyse (DE-588)4244492-5 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010372657&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | East, Robert The effect of advertising and display assessing the evidence Effectiviteit gtt Publicité Publicité - Aspect psychologique Publicité - Recherche - Méthodologie Reclame gtt Psychologie Advertising Advertising Psychological aspects Advertising Research Werbewirkungsanalyse (DE-588)4244492-5 gnd Werbeerfolgskontrolle (DE-588)4189634-8 gnd |
| subject_GND | (DE-588)4244492-5 (DE-588)4189634-8 |
| title | The effect of advertising and display assessing the evidence |
| title_auth | The effect of advertising and display assessing the evidence |
| title_exact_search | The effect of advertising and display assessing the evidence |
| title_full | The effect of advertising and display assessing the evidence Robert East |
| title_fullStr | The effect of advertising and display assessing the evidence Robert East |
| title_full_unstemmed | The effect of advertising and display assessing the evidence Robert East |
| title_short | The effect of advertising and display |
| title_sort | the effect of advertising and display assessing the evidence |
| title_sub | assessing the evidence |
| topic | Effectiviteit gtt Publicité Publicité - Aspect psychologique Publicité - Recherche - Méthodologie Reclame gtt Psychologie Advertising Advertising Psychological aspects Advertising Research Werbewirkungsanalyse (DE-588)4244492-5 gnd Werbeerfolgskontrolle (DE-588)4189634-8 gnd |
| topic_facet | Effectiviteit Publicité Publicité - Aspect psychologique Publicité - Recherche - Méthodologie Reclame Psychologie Advertising Advertising Psychological aspects Advertising Research Werbewirkungsanalyse Werbeerfolgskontrolle |
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