Effective Advertising

1. EVALUATING ADVERTISI NG
IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS
2. SWEET, SECRET WORKINGS OF ADVERTISING
MYTHS ABOUT ADVERTISING EFFECTIVENESS
TRUTH ABOUT ADVERTISING
3. A GENERAL THEORY OF FIRMS' ADVERTISING
WHY FIRMS ADVERTISE: THEORY OF ADVERTISING DEMAND
WHY BIG SUCCESSES ARE RARE: THEORY OF ADVERTISING EFFECTIVENESS
WHY FIRMS PERSIST WITH INEFFECTIVE ADVERTISING: THEORY OF ADVERTISING SUPPLY
4. MEASURES OF ADVERTISING'S EFFECTIVENESS
DEFINITION AND CLASSIFICATION OF ADVERTISING VARIABLES
MODELS OF THE HIERARCHY OF EFFECTS
5. RESEARCH DESIGNS TO ASSESS ADVERTISING EFFECTIVENESS
LABORATORY EXPERIMENT
FIELD APPROACH
HYBRID APPROACHES
6. MARKET EFFECTS OF ADVERTISING INTENSITY
CLASSIFICATION OF STUDIES
FINDINGS ABOUT ADVERTISING WEIGHT
FINDINGS ABOUT ADVERTISING ELASTICITY
FINDINGS ABOUT AD FREQUENCY
7. ADVERTISING'S DYNAMIC AND CONTENT EFFECTS
FINDINGS FROM MARKET STUDIES ABOUT ADVERTISING CARRYOVER
FINDINGS ABOUT ADVERTISING WEARIN AND WEAROUT
FINDINGS ABOUT AD CONTENT
8. ADVERTISING AS PERSUASION
ROUTES OF PERSUASION
LOW INVOLVEMENT OR PASSIVE PROCESSING
REPETITION IN PERSUASION
9. ARGUMENT IN ADVERTISING
HOW ARGUMENT PERSUADES
AGRUMENT STRATEGY
10. EMOTION IN ADVERTISING
HOW DO EMOTIONS WORK?
WHEN DO EMOTIONS WORK?
METHODS OF AROUSING EMOTIONS
ROLE OF SPECIFIC EMOTIONS
11. ENDORESEMENT IN ADVERTISING
TYPES OF ENDORSERS
WHY ENDORSEMENTS WORK
WHEN TO USE ENDORSERS
STRATEGIC IMPLICATIONS
COLLECTION OF SINGLE SOURCE DATA

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Marketing;Advertising & Promotion