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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.
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.
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