The Resource Measuring the effectiveness of image and linkage advertising : the nitty-gritty of maxi-marketing, Arch G. Woodside

Measuring the effectiveness of image and linkage advertising : the nitty-gritty of maxi-marketing, Arch G. Woodside

Label
Measuring the effectiveness of image and linkage advertising : the nitty-gritty of maxi-marketing
Title
Measuring the effectiveness of image and linkage advertising
Title remainder
the nitty-gritty of maxi-marketing
Statement of responsibility
Arch G. Woodside
Creator
Subject
Language
eng
Summary
Dr. Woodside picks up where other books on "maxi-marketing" leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community
Cataloging source
DLC
http://library.link/vocab/creatorName
Woodside, Arch G
Dewey number
658.8/343
Illustrations
illustrations
Index
index present
LC call number
HF6161.B4
LC item number
W67 1996
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Advertising
  • Brand choice
  • Corporate image
Label
Measuring the effectiveness of image and linkage advertising : the nitty-gritty of maxi-marketing, Arch G. Woodside
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. [245]-247) and index
Contents
1. A Useful Model of How Advertising Works -- 2. Measuring the Advertising Impact of Customer Top-of-Mind-Awareness (Unaided) -- 3. Finding Out How Automatic Benefit-to-Brand Retrievals Influence Customers' Brand Choice -- 4. Assessing Linkage-Advertising Effects -- 5. Performance Analysis of Advertising in Competing Media Vehicles -- 6. Image versus Direct-Response Advertising -- 7. Applying the Long Interview in Linkage-Advertising Research -- 8. Customer Portfolio Analysis for Advertising Strategy Development -- 9. Profiling Heavy, Light, and Nonusers of Direct-Response Advertising -- 10. Assessing the Performance of Business-to-Business and Business-to-Customer Linkage-Advertising Fulfillment Strategies
Dimensions
24 cm.
Extent
xxiv, 251 p.
Isbn
9780899309842
Isbn Type
(alk. paper)
Lccn
95050739
Other physical details
ill.
System control number
  • (CaMWU)u994547-01umb_inst
  • (Sirsi) AJW-7393
  • ltsw0163511
  • (OCoLC)33862670
Label
Measuring the effectiveness of image and linkage advertising : the nitty-gritty of maxi-marketing, Arch G. Woodside
Publication
Bibliography note
Includes bibliographical references (p. [245]-247) and index
Contents
1. A Useful Model of How Advertising Works -- 2. Measuring the Advertising Impact of Customer Top-of-Mind-Awareness (Unaided) -- 3. Finding Out How Automatic Benefit-to-Brand Retrievals Influence Customers' Brand Choice -- 4. Assessing Linkage-Advertising Effects -- 5. Performance Analysis of Advertising in Competing Media Vehicles -- 6. Image versus Direct-Response Advertising -- 7. Applying the Long Interview in Linkage-Advertising Research -- 8. Customer Portfolio Analysis for Advertising Strategy Development -- 9. Profiling Heavy, Light, and Nonusers of Direct-Response Advertising -- 10. Assessing the Performance of Business-to-Business and Business-to-Customer Linkage-Advertising Fulfillment Strategies
Dimensions
24 cm.
Extent
xxiv, 251 p.
Isbn
9780899309842
Isbn Type
(alk. paper)
Lccn
95050739
Other physical details
ill.
System control number
  • (CaMWU)u994547-01umb_inst
  • (Sirsi) AJW-7393
  • ltsw0163511
  • (OCoLC)33862670

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