9780899309842 - measuring the effectiveness of image and linkage advertising: the nitty-gritty of maxi-marketing di woodside, arch g. (20 risultati)
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Hardcover. Condizione: Very Good. 0899309844 Very Good; Hardcover with Jacket; 1996, Praeger Publishing; Jacket is glossy with no tears; Light wear to boards; Pages clean & unmarked; Good binding with straight spine; Dark blue dust jacket with title in white lettering; 280 pages; "Measuring the Effectiveness of Image and Linkage… Advertising: The Nitty-Gritty of Maxi-Marketing," by Arch G. Woodside.
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Condizione: New. pp. 280 Index.
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Condizione: New. This study aims to show that the effectiveness of image and linkage advertising can be measured and to show how to do it. It provides a 20-step process model of how low and high involvement advertising work, and covers evaluating the effectiveness of competing advertising media. Num Pages: 280 pages, black & whi…te illustrations. BIC Classification: KJSA. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 229 x 152 x 19. Weight in Grams: 582. . 1996. hardcover. . . . .
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Condizione: New. This study aims to show that the effectiveness of image and linkage advertising can be measured and to show how to do it. It provides a 20-step process model of how low and high involvement advertising work, and covers evaluating the effectiveness of competing advertising media. Num Pages: 280 pages, black & whi…te illustrations. BIC Classification: KJSA. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 229 x 152 x 19. Weight in Grams: 582. . 1996. hardcover. . . . . Books ship from the US and Ireland.
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Hardcover. Condizione: new. Hardcover. Dr. Woodside picks up where other books on maxi-marketing leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studie…s, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community.Dr. Woodside leads off with his 20-step process model and review of the scientific and applied literature to show how advertising works. He answers the question of why top-of-mind awareness measures of advertising effectiveness are so valuable, and then uses detailed, numerical examples to illustrate the powerful tool of benefit-to-brand retrieval. He links profit-and-loss analysis to a linkage advertising monitoring program, then discusses the net profit impact of each advertisement in each medium. His report of a field study demonstrates that net profit is the big difference between image and linkage advertising. From there he moves to the long interview and its application to voice-of-the customer research, ways to value different customer segments, and how to monitor linkage advertising fulfillment strategies. Dr. Woodside's book will be an important contribution to our understanding of how advertising is done, and how it can be done better. Dr. Woodside picks up where other books on maxi-marketing leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.
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Hardback. Condizione: New. This item is printed on demand. New copy - Usually dispatched within 5-9 working days.
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Hardcover. Condizione: new. Hardcover. Dr. Woodside picks up where other books on maxi-marketing leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studie…s, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community.Dr. Woodside leads off with his 20-step process model and review of the scientific and applied literature to show how advertising works. He answers the question of why top-of-mind awareness measures of advertising effectiveness are so valuable, and then uses detailed, numerical examples to illustrate the powerful tool of benefit-to-brand retrieval. He links profit-and-loss analysis to a linkage advertising monitoring program, then discusses the net profit impact of each advertisement in each medium. His report of a field study demonstrates that net profit is the big difference between image and linkage advertising. From there he moves to the long interview and its application to voice-of-the customer research, ways to value different customer segments, and how to monitor linkage advertising fulfillment strategies. Dr. Woodside's book will be an important contribution to our understanding of how advertising is done, and how it can be done better. Dr. Woodside picks up where other books on maxi-marketing leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. This item is printed on demand. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability.
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Da: moluna, Greven, , Germaniamoluna
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Condizione: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Dr. Woodside picks up where other books on maxi-marketing leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it.Über den A…utorARCH G. WOOD.
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Da: preigu, Osnabrück, Germaniapreigu
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Buch. Condizione: Neu. Measuring the Effectiveness of Image and Linkage Advertising | The Nitty-Gritty of Maxi-Marketing | Arch G. Woodside | Buch | Gebunden | Englisch | 1996 | Praeger | EAN 9780899309842 | Verantwortliche Person für die EU: Libri GmbH, Europaallee 1, 36244 Bad Hersfeld, gpsr[at]libri[dot]de | Anbieter: preigu…Print on Demand.
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Da: AHA-BUCH GmbH, Einbeck, GermaniaAHA-BUCH GmbH
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Buch. Condizione: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Dr. Woodside picks up where other books on maxi-marketing leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully c…ulled examples that go beyond simple case studies, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community.Dr. Woodside leads off with his 20-step process model and review of the scientific and applied literature to show how advertising works. He answers the question of why top-of-mind awareness measures of advertising effectiveness are so valuable, and then uses detailed, numerical examples to illustrate the powerful tool of benefit-to-brand retrieval. He links profit-and-loss analysis to a linkage advertising monitoring program, then discusses the net profit impact of each advertisement in each medium. His report of a field study demonstrates that net profit is the big difference between image and linkage advertising. From there he moves to the long interview and its application to voice-of-the customer research, ways to value different customer segments, and how to monitor linkage advertising fulfillment strategies. Dr. Woodside's book will be an important contribution to our understanding of how advertising is done, and how it can be done better.
