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The Effect of Advertising and Display. Assessing The Evidence.
Robert. Ed(S): Kingston University East
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Description for The Effect of Advertising and Display. Assessing The Evidence.
Paperback. Editor(s): Kingston University. Num Pages: 118 pages, biography. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 235 x 155 x 7. Weight in Grams: 196.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2010
Publisher
Springer-Verlag New York Inc. United States
Number of pages
118
Condition
New
Number of Pages
118
Place of Publication
New York, NY, United States
ISBN
9781441953735
SKU
V9781441953735
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
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