The Effect of Advertising and Display di Robert East edito da Springer
Alta reperibilità

The Effect of Advertising and Display

Assessing The Evidence

Editore:

Springer

EAN:

9781441953735

ISBN:

1441953736

Pagine:
118
Formato:
Paperback
Lingua:
Inglese
Acquistabile con o la

Descrizione The Effect of Advertising and Display

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.

Spedizione gratuita
€ 115.20
o 3 rate da € 38.40 senza interessi con
Disponibile in 10-12 giorni
servizio Prenota Ritiri su libro The Effect of Advertising and Display
Prenota e ritira
Scegli il punto di consegna e ritira quando vuoi

Recensioni degli utenti

e condividi la tua opinione con gli altri utenti