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

by Arch G. Woodside

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"