Science of Advertising Effectiveness
The Analytic Approaches for Practitioners
Video Research Ltd. published a book with the title of "Science of Advertising Effectiveness", in which we advocate Advertising Communication Effectiveness based on the research data we collected.
In the book, we have made a practical verification of 'Reevaluating the role of advertising media', 'Reexamining an advertising effectiveness model', 'Auditing advertising effectiveness', process by process of advertisement and introduced a new model of media planning.
Title: Science of Advertising Effectiveness
Sub-title: The Analytic Approaches for Practitioners
 |
|
 Soft cover: |
292 pages. |
| Publisher: |
Nikkei Publishing Inc. |
| Editor: |
Video Research Ltd. |
| Language: |
Japanese. |
| Product Dimensions: |
8.3 x 5.9 x 0.8 inches. |
| Price: |
JPY 2,095＋Tax |
| Contact us: |
Video Research Ltd. International Business Dept. |
CONTENTS
| Preface | Back to the Basics |
| Chap.1: | Trend in Consumption of Advertising Media |
| Chap.2: | Functional Differences of Advertising Media |
| Chap.3: | Power of Radio Media |
| Chap.4: | Advertising Effectiveness of OOH Media |
| Chap.5: | Media Consumption and the Generations |
| Chap.6: | Cohort Analysis of Media Consumption |
| Chap.7: | Baby-Boom Generation as Advertising Target |
| Chap.8: | Reconstruction of General Advertising Models |
| Chap.9: | Advertising Model for Stimulating Purchase Intention |
| Chap.10: | The Best Practice of Advertising Efficiency |
| Chap.11: | Frontier Analysis of Advertising Activities |
| Chap.12: | Diagnostic Model of Advertising Campaigns |
| Chap.13: | Advertising Effectiveness and Brand Associations |
| Chap.14: | Measurement of Brand Experiences |
| Chap.15: | Ripple Effects of Advertising in Brand Experiences |
| Chap.16: | Model of Online Behavior Prompted by TV Advertising |
| Chap.17: | Communication Effects Influencing Purchase Behavior |
| Chap.18: | Measuring Advertising Effectiveness by Blog Data Analysis |
| Chap.19: | History of Advertising Planning Systems |
| Chap.20: | Simulation Model of Advertising Effects |
