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.
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