Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing

by Arch G. Woodside

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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 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...

Format:Hardcover

Language:English

ISBN:0899309844

ISBN13:9780899309842

Release Date:August 1996

Publisher:Praeger

Length:280 Pages

Weight:1.15 lbs.

Dimensions:0.9" x 6.5" x 9.6"

Related Subjects

Accounting Accounting & Finance Advertising Business Business & Finance Business & Investing Business Communication Communications Economics Management & Leadership Marketing Marketing & Sales Product Management Research Skills

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Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing

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