Content Effects: Advertising and Marketing
- Publikations-Art
- Buchbeitrag
- Autoren
- Weber, P. & Schweiger, W.
- Erscheinungsjahr
- 2017
- Veröffentlicht in
- The International Encyclopedia of Media Effects: 4 Volume Set (ICAZ - The Wiley-Blackwell-ICA International Encyclopedias of Communication)
- Herausgeber
- P. Roessler
- Verlag
- Wiley-Blackwell , Hoboken, NJ
- ISBN / ISSN / eISSN
- 978-1118784044
- DOI
- 10.1002/9781118783764.wbieme0123
- Seite (von - bis)
- 148-161
The study of advertising effects usually follows two traditions. The first relates the intensity of advertising input (mostly ad expenditures and exposures) to behavioral and market outcomes (mostly sales and market share) by using statistical modeling techniques designed to determine advertising effectiveness. The second seeks to uncover individuals' mental responses to advertising stimuli that are associated with memory, attitudinal, and behavioral effects of advertising. This entry describes the logic of research and central concepts and theories in these two traditions and outlines long-term trends in academic advertising research.