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This volume includes edited and revised versions of the papers
delivered and discussed at the recent Advertising and Consumer
Psychology Conference. Following the theme of the conference --
"Measuring Advertising Effectiveness" -- the book blends academic
psychology, marketing theory, survey methodology, and practical
experience, while simultaneously addressing the problems and
limitations of advertising.
Acknowledging that advertisements are subtle, diverse, complex
phenomena that require detailed investigation, this compilation
explores the multidimensional nature of advertising's diverse
effects from both academic and applied perspectives. Updates on
theories and methods -- along with expert commentaries -- help to
make this a valuable collection that will be of interest to
advertising and marketing specialists and communications experts
alike.
This volume includes edited and revised versions of the papers
delivered and discussed at the recent Advertising and Consumer
Psychology Conference. Following the theme of the conference --
"Measuring Advertising Effectiveness" -- the book blends academic
psychology, marketing theory, survey methodology, and practical
experience, while simultaneously addressing the problems and
limitations of advertising.
Acknowledging that advertisements are subtle, diverse, complex
phenomena that require detailed investigation, this compilation
explores the multidimensional nature of advertising's diverse
effects from both academic and applied perspectives. Updates on
theories and methods -- along with expert commentaries -- help to
make this a valuable collection that will be of interest to
advertising and marketing specialists and communications experts
alike.
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