How Advertising Works

Peter Voyer

商品編號：9B07A011
出版日期：2007/03/08
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商品主題：Marketing
商品類型：Note
涵蓋議題：Elaboration Likelihood Model;Hierarchical Models of Advertising;How Advertising Works
難易度：4 - Undergraduate/MBA
內容長度：15 頁
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This note explores how advertising works from a consumer behavior perspective. Following an overview of some of the traditional hierarchical approaches to studying advertising and limitations associated with these models, the elaboration-likelihood model (ELM) is introduced as a means of addressing some of these deficiencies. The ELM is then examined within an advertising context. Subsequently, subliminal advertising is briefly considered. Lastly, issues related to measurement of advertising effectiveness are discussed.

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