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.|
Nikkei Publishing Inc.
|Editor:||Video Research Ltd.|
|Product Dimensions:||8.3 x 5.9 x 0.8 inches.|
|Contact us:||Video Research Ltd.
International Business Dept.
|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|