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Advances in How Advertising Works ... from Conception to Effectiveness

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Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

All three papers presented in this session offer notable contributions in advancing our understanding – for both academicians and practitioners – of how advertising works in terms of a) developmental dynamics at the agency - client intersection (agency risk-taking, West and Miciak); b) the selection and manipulation of a specific creative element (the use of spokesperson attractiveness, Petroshius and Newell); and c) in terms of advertising effectiveness in one specific category (food advertising effectiveness, Ewing, Napoli, and du Plessis).

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© 2015 Academy of Marketing Science

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Schorin, G.A. (2015). Advances in How Advertising Works ... from Conception to Effectiveness. In: Noble, C. (eds) Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13078-1_5

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