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The Effect of Advertising and Display: Assessing The Evidence by Robert East (Paperback, 2010)

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About this product

Product Information

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.

Product Identifiers

Publisher
Springer-Verlag New York Inc.
ISBN-10
1441953736
ISBN-13
9781441953735
eBay Product ID (ePID)
107709538

Product Key Features

Author
Robert East
Format
Trade Paperback (US), Paperback
Language
English
Subject
Sales & Marketing
Type
Textbook

Dimensions

Weight
196g
Height
235mm
Width
155mm

Additional Product Features

Place of Publication
New York, NY
Spine
7mm
Edited by
Kingston University
Content Note
Biography
Date of Publication
12/10/2010
Edition Statement
1st Ed. Softcover of Orig. Ed. 2003
Genre
Sales & Marketing
Country of Publication
United States

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