How does advertising work? Research findings on the effects of advertising are assembled and critically reviewed in this clearly written book, which is designed for both advanced students and practitioners. Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New...
How does advertising work? Research findings on the effects of advertising are assembled and critically reviewed in this clearly written book, which i...
The task of researching the material for this book proved more arduous than originally anticipated. The Abu Sayyaf Group was generally misunderstood in their formation, goals, ideology - if any - and structure. This book explores the decline of the Abu Sayyaf Group after 2002.
The task of researching the material for this book proved more arduous than originally anticipated. The Abu Sayyaf Group was generally misunderstood i...
