Chapter 11
Advertising Effectiveness
In This Chapter
Distinguishing between two views of how advertising works
Understanding challenges to the traditional model of advertising effectiveness
Seeing how ads can be effective even when we aren’t paying much attention to them
Learning how ads can impact brand attitudes and sales without containing a persuasive message
People have a love-hate relationship with advertising. On the one hand, they record their favorite TV programs with digital video recorders (DVRs), largely so they can fast-forward through the commercials. On the other hand, they tune in to the Super Bowl every year almost as much to watch the new commercials as to watch the game.
Advertising is also the subject of a huge volume of research, both academic and commercial. It’s a complex and multifaceted topic. So, in this chapter we focus only on TV advertising, which is still where most advertising dollars are spent. In later chapters, we look into in-store advertising (Chapter 12), online advertising (Chapter 13), and product placement advertising in movies and TV programs ...
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