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.

'A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.' Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia 'A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on routine behaviours that occupy so much of daily life - buying brands, patronising stores, watching adverts, making recommendations.' Professor Mark Uncles, Deputy Dean, Australian School of Business, University of New South Wales Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK. Malcolm Wright is Professor of Marketing at Massey University, New Zealand. Marc Vanhuele is Professor of Marketing at HEC Paris, France.

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.

Title: Extracts from Records in the possession of the Municipal Corporation of the Borough of Portsmouth ... A new and enlarged edition by Robert East.Publisher: British Library, Historical Print EditionsThe British Library is the national library of the United Kingdom. It is one of the world's largest research libraries holding over 150 million items in all known languages and formats: books, journals, newspapers, sound recordings, patents, maps, stamps, prints and much more. Its collections include around 14 million books, along with substantial additional collections of manuscripts and historical items dating back as far as 300 BC.The HISTORY OF COLONIAL NORTH AMERICA collection includes books from the British Library digitised by Microsoft. This collection refers to the European settlements in North America through independence, with emphasis on the history of the thirteen colonies of Britain. Attention is paid to the histories of Jamestown and the early colonial interactions with Native Americans. The contextual framework of this collection highlights 16th century English, Scottish, French, Spanish, and Dutch expansion. ++++The below data was compiled from various identification fields in the bibliographic record of this title. This data is provided as an additional tool in helping to insure edition identification: ++++ British Library Anonymous; East, Robert; 1891. viii. 828 p.; 4 . 10368.r.8.

Title: Extracts from Records in the possession of the Municipal Corporation of the Borough of Portsmouth; and from other documents relating thereto. By Richard J. Murrell and Robert East. With plans.]Publisher: British Library, Historical Print EditionsThe British Library is the national library of the United Kingdom. It is one of the world's largest research libraries holding over 150 million items in all known languages and formats: books, journals, newspapers, sound recordings, patents, maps, stamps, prints and much more. Its collections include around 14 million books, along with substantial additional collections of manuscripts and historical items dating back as far as 300 BC.The HISTORY OF BRITAIN & IRELAND collection includes books from the British Library digitised by Microsoft. As well as historical works, this collection includes geographies, travelogues, and titles covering periods of competition and cooperation among the people of Great Britain and Ireland. Works also explore the countries' relations with France, Germany, the Low Countries, Denmark, and Scandinavia. ++++The below data was compiled from various identification fields in the bibliographic record of this title. This data is provided as an additional tool in helping to insure edition identification: ++++ British Library Anonymous; East, Robert; 1884, 1881-84]. viii. ii. 567 p.; 4 . 10368.r.7.

'A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.' Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia 'A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on routine behaviours that occupy so much of daily life - buying brands, patronising stores, watching adverts, making recommendations.' Professor Mark Uncles, Deputy Dean, Australian School of Business, University of New South Wales Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK. Malcolm Wright is Professor of Marketing at Massey University, New Zealand. Marc Vanhuele is Professor of Marketing at HEC Paris, France.