Advertising: 3 Advertising science
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Los Angeles [u.a.]
Sage
2010
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Sage library in marketing
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 425 S. graph. Darst. |
Internformat
MARC
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| 245 | 1 | 0 | |a Advertising |n 3 |p Advertising science |c ed. by Chris Hackley |
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Datensatz im Suchindex
| _version_ | 1804140715143331840 |
|---|---|
| adam_text | Contents
Volume
HI: Advertising
Science
Introduction: Advertising Science Chris Hackley
vii
37.
Consumer Research and Semiotics: Exploring the
Morphology of Signs, Symbols, and Significance
1
David Glen Mick
38.
A Model for Predictive Measurements of Advertising Effectiveness
37
Robert J. Lavidge and Gary
A
Steiner
39.
Advertising: Meaning or Information
43
Grant McCracken
40.
Information Processing from Advertisements: Toward an
Integrative
Framework
53
Deborah J. Maclnnis and Bernard J. Jaworski
41.
The Effects of Brand Name Suggestiveness on Advertising Recall
95
Kevin Lane Keller, Susan E. Heckler and Michael J. Houston
42.
How Advertising Works: What Do We Really Know?
115
Demetrios
Vakratsas and Tim Ambler
43.
How Advertising Works: A Planning Model Revisited
153
Richard Vaughn
44.
How T.V Advertising Works: A Meta-Analysis of
389
Real World
Split Cable T.V Advertising Experiments
163
Leonard M.
Lodüh,
Magid Abraham, Stuart Kalmenson,
Jeanne Livebberger, Beth Lubetkin, Bruce Richardson
and Mary Ellen Stevens
45.
Repetitive Advertising and the Consumer
193
Andrew S.C.
Ehrenberg
46.
Fifty Years Using the Wrong Model of Advertising
209
Robert Heath and Paul Feldwick
47.
How Word-of-Mouth Advertising Works
237
Ernest
Dichter
48.
From Consumer Response to Active Consumer: Measuring the
Effectiveness of Interactive Media
261
David W. Stewart and Paul
A Pavlou
49.
Impact of
3-D
Advertising on Product Knowledge, Brand Attitude,
and Purchase Intention: The Mediating Role of Presence
301
Hairong Li, Terry Daugherty and Frank
Biocca
50.
A Revised Communication Model for Advertising: Multiple
Dimensions of the Source, the Message, and the Recipient
327
Barbara B. Stern
51.
Media Context and Advertising Effectiveness: The Role of
Context Appreciation and Context/Ad Similarity
347
Patrick
De
Pehmacker, Maggie Geuens and Pascal Anckaert
vi
Contents
52.
A
Review
and Critique of the Hierarchy of Effects in Advertising
367
Thomas E. Barry and Daniel J. Howard
53.
Research and the Meaning of Advertising Effectiveness:
Mutual Misunderstandings
385
William A Cook and Arthur J. Kover
54.
Brand Advertising as Creative Publicity
393
Andrew
Ehrenberg, Neil
Barnard, Rachel Kennedy and Helen Bloom
55.
Agency Beliefs in the Power of Advertising
415
Michael T. Ewing and John Philip Jones
|
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| id | DE-604.BV035780284 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:04:23Z |
| institution | BVB |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018639812 |
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| physical | X, 425 S. graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Sage |
| record_format | marc |
| series2 | Sage library in marketing |
| spelling | Advertising 3 Advertising science ed. by Chris Hackley 1. publ. Los Angeles [u.a.] Sage 2010 X, 425 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Sage library in marketing Hackley, Chris Sonstige (DE-588)141768525 oth (DE-604)BV035780254 3 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018639812&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Advertising |
| title | Advertising |
| title_auth | Advertising |
| title_exact_search | Advertising |
| title_full | Advertising 3 Advertising science ed. by Chris Hackley |
| title_fullStr | Advertising 3 Advertising science ed. by Chris Hackley |
| title_full_unstemmed | Advertising 3 Advertising science ed. by Chris Hackley |
| title_short | Advertising |
| title_sort | advertising advertising science |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018639812&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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| work_keys_str_mv | AT hackleychris advertising3 |