Measuring Advertising Effectiveness

by Wells; William D.

• ISBN13: 9780805819014
• ISBN10: 0805819010
• Edition: 1st
• Format: Hardcover
• Copyright: 1997-05-01
• Publisher: Psychology Pres

Summary

This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.

Table of Contents

Preface	ix
I. Effects and Effectiveness	1	(24)
1 Comprehensive Measurement of Advertising Effectiveness: Notes From the Marketplace	3	(10)
Christine Wright-Isak
Ronald J. Faber
Lewis R. Horner
2 Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings	13	(8)
William A. Cook
Arthur J. Kover
Comment on Chapters 1 and 2	21	(4)
Esther Thorson
II. Subtle Processing	25	(52)
3 Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes	27	(20)
Stewart Shapiro
Susan E. Heckler
Deborah J. MacInnis
Comment on Chapter 3	45	(2)
Larry Percy
4 Advertising Effectiveness and Indirect Effects of Advertisements	47	(20)
Youjae Yi
Comment on Chapter 4	64	(3)
James C. Crimmins
5 Advertising Repetition and Consumer Beliefs: The Role of Source Memory	67	(10)
Sharmistha Law
Scott A. Hawkins
III. The ELM Model	77	(28)
6 Conceptual and Methodological Issues in Advertising Effectiveness: An Attitude Strength Perspective	79	(16)
Curtis P. Haugtvedt
Joseph R. Priester
7 Inference and Impact	95	(10)
James C. Crimmins
Comment on Chapters 6 and 7	104	(1)
William D. Wells
IV. Cognitive Elaboration	105	(76)
8 Pretesting Advertising Using Cognitive Response Analysis: Some Conclusions and Hypotheses Based on Practical Experience	107	(26)
Peggy Lebenson
Max Blackston
Comment on Chapter 8	128	(5)
Sharon Shavitt
Michelle R. Nelson
9 Prediction of Long-Term Advertising Effectiveness: New Cognitive Response Approaches	133	(24)
Michelle R. Nelson
Sharon Shavitt
Angela Schennum
Jacqueline Barkmeier
10 Extensions of the Cognitive Response Approach to Predicting Postadvertisement Attitudes	157	(24)
Debra L. Stephens
J. Edward Russo
Comment on Chapters 1 Through 10	179	(2)
William D. Wells
V. Context	181	(84)
11 Understanding Consumer Memory for Ads: A Process View	183	(20)
Jennifer Gregan-Paxton
Barbara Loken
12 The Effects of Program Context on Advertising Effectiveness	203	(18)
V. Carter Broach
Thomas J. Page, Jr.
R. Dale Wilson
Comment on Chapter 12	215	(2)
Brian Wansink
Comment on Chapter 12	217	(1)
Abhilasha Mehta
Comment on Chapter 12	218	(3)
Christine Wright-Isak
13 Television Viewing Behavior as an Indicator of Commercial Effectiveness	221	(18)
Esther Thorson
Xinshu Zhao
14 The Determinants of Advertising Repetition Effects	239	(26)
Pirjo Vuokko
Comment on Chapter 14	261	(2)
Christine Wright-Isak
Comment on Chapters 11 Through 14	263	(2)
William D. Wells
VI. Copy Testing	265	(120)
15 A Theory-Based Approach to Pretesting Advertising	267	(18)
Larry Percy
John R. Rossiter
Comment on Chapter 15	282	(3)
Esther Thorson
16 Top-Down, Stimulus-Based, and Bottom-Up Processes in Brand Choice: Some Implications for the Measurement of Advertising Effectiveness	285	(16)
Richard W. Olshavsky
Anand Kumar
Comment on Chapter 16	296	(2)
Larry Percy
Comment on Chapter 16	298	(3)
Abhilasha Mehta
17 The Measurement of Advertising Effectiveness: Empirical Learning and Application	301	(24)
Allan R. Kuse
Comment on Chapter 17	323	(2)
Brian Wansink
18 Evaluating Advertising Effectiveness Through Advertising Response Modeling (ARM)	325	(12)
Abhilasha Mehta
Scott C. Purvis
Comment on Chapter 18	335	(2)
Brian Wansink
19 A Strategic Approach to Measuring Advertising Effectiveness	337	(22)
Thomas J. Reynolds
Jerry C. Olson
John P. Rochon
Comment on Chapter 19	356	(3)
Christine Wright-Isak
20 Developing Copy Tests That Estimate Brand Usage	359	(12)
Brian Wansink
Michael L. Ray
21 Evaluating the Effectiveness of Place-Based Media	371	(14)
James Lucas
David Prensky
VII. Afterword	385	(10)
22 An Interview With Mr. X.	387	(8)
William D. Wells
Author Index	395	(8)
Subject Index	403