The advertising research handbook:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Seattle, Wash.
Ideas in Flight
2005
|
| Edition: | 1. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references (p. 233-248) |
| Physical Description: | xvii, 250 p. ill. . 22 cm |
| ISBN: | 9780976557401 |
Staff View
MARC
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| 100 | 1 | |a Young, Charles E. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The advertising research handbook |c by Charles E. Young |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Seattle, Wash. |b Ideas in Flight |c 2005 | |
| 300 | |a xvii, 250 p. |b ill. . |c 22 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 233-248) | ||
| 650 | 4 | |a Advertising / Research | |
| 650 | 4 | |a Marketing research | |
| 650 | 4 | |a Advertising |x Research | |
| 650 | 4 | |a Marketing research | |
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Record in the Search Index
| _version_ | 1804140658654445568 |
|---|---|
| adam_text | Contents
Foreword
..................................
IX
Introduction
...............................
XI
I. A Short History of TV Copytesting
..........1
The Report Card Measures: Filtering the
Creative
The Role of Diagnostics: Optimization
The Search for the Subcontinents of the Mind
Development of Moment-by-Moment Measures
The Future: Seven Trends
II. Advertising Models
......................31
Television
Print
III. Report Card Measures From Different
Pre-Testing Systems
...................49
Introduction
Attention and Recall
Branding
Motivation and Persuasion
Composite Measures
Liking
Recognition vs. Recall: Tracking Advertising
in the Marketplace
IV. Leading Audience Attention
...............75
Thin-Slicing Experience
Editing Film
Flow of Attention
V. Four Dramatic Structures of Emotional
TV Advertising
.......................93
Flow of Emotion and Performance Measures
on Pretests
Four Dramatic Structures
Four Different Roles of the Brand
Summary
VI. Film
Tips For Branding TV Commercials
. . .107
Why is Brand Linkage Important?
Film Tips to Enhance Brand Linkage
VII.
Finding Ideas That Travel: What to Look
For in Advertising Global Brands
........125
Creative Options
Barriers to Universal Advertising
Keys to International Advertising Effectiveness:
What We Have Learned
International Barriers to Executional
Effectiveness
VIII.
Five Research Strategies For Improving
Advertising Productivity, with John
Kastenholz ...........................137
1 :
Test the Advertising Creative With a
Valid Performance Standard
2:
Rehearse the Creative in Rough Form
First
3:
Experiment With Creative Alternatives
4:
Optimize the Creative With Diagnostic
Insights
5:
Learn From the Competition
IX. How to Have a Successful Research Meeting
With the Ad Team
......................153
What Are the Barriers to Successful
Collaboration?
Group Interaction: Dialogue is the Heart of
Group Learning
The Roles in the Meeting: Understanding
the Emotional Dynamics in the Room
The Three Conditions Necessary for
Discourse
Causes of Failure and Success Factors in a
Research Meeting
X. How To Talk the Talk: A Glossary of Advertising
Research Terms
.......................177
vi
XI.
Resources
............................231
Websites
Notes
Publications
Rough Guide to Statistical Testing
VII
|
| any_adam_object | 1 |
| author | Young, Charles E. |
| author_facet | Young, Charles E. |
| author_role | aut |
| author_sort | Young, Charles E. |
| author_variant | c e y ce cey |
| building | Verbundindex |
| bvnumber | BV035744524 |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)61705472 (DE-599)BVBBV035744524 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| id | DE-604.BV035744524 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:03:29Z |
| institution | BVB |
| isbn | 9780976557401 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018604683 |
| oclc_num | 61705472 |
| open_access_boolean | |
| owner | DE-703 |
| owner_facet | DE-703 |
| physical | xvii, 250 p. ill. . 22 cm |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Ideas in Flight |
| record_format | marc |
| spelling | Young, Charles E. Verfasser aut The advertising research handbook by Charles E. Young 1. ed. Seattle, Wash. Ideas in Flight 2005 xvii, 250 p. ill. . 22 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 233-248) Advertising / Research Marketing research Advertising Research Werbeforschung (DE-588)4461741-0 gnd rswk-swf Werbeforschung (DE-588)4461741-0 s DE-604 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018604683&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Young, Charles E. The advertising research handbook Advertising / Research Marketing research Advertising Research Werbeforschung (DE-588)4461741-0 gnd |
| subject_GND | (DE-588)4461741-0 |
| title | The advertising research handbook |
| title_auth | The advertising research handbook |
| title_exact_search | The advertising research handbook |
| title_full | The advertising research handbook by Charles E. Young |
| title_fullStr | The advertising research handbook by Charles E. Young |
| title_full_unstemmed | The advertising research handbook by Charles E. Young |
| title_short | The advertising research handbook |
| title_sort | the advertising research handbook |
| topic | Advertising / Research Marketing research Advertising Research Werbeforschung (DE-588)4461741-0 gnd |
| topic_facet | Advertising / Research Marketing research Advertising Research Werbeforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018604683&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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