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  2. Walter Dill Scott - Wikipedia

    en.wikipedia.org/wiki/Walter_Dill_Scott

    While teaching at Northwestern University, he was approached by an advertising executive looking for ideas to make advertising more effective. He turned his attention to this area and composed the book The Psychology of Advertising in Theory and Practice in 1903. In 1908, he published another book about that topic titled The Psychology of ...

  3. Marketing effectiveness - Wikipedia

    en.wikipedia.org/wiki/Marketing_effectiveness

    Aspatore Books Staff, Improving Marketing ROI: Leading CMOs on Adding Value, Calculating Return on Investments, and Creating a Financial Impact (2006) Aspatore Books. ISBN 1-59622-434-7; Briggs, Rex, Stuart, Greg, What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds (2006) Kaplan Business. ISBN 1-4195-8433-2

  4. Advertising media selection - Wikipedia

    en.wikipedia.org/wiki/Advertising_media_selection

    Advertising media often appear to be ubiquitous. Advertising media selection is the process of choosing the most efficient media for an advertising campaign.To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment.

  5. Frequency (marketing) - Wikipedia

    en.wikipedia.org/wiki/Frequency_(marketing)

    Marketing Power defines it as "An advertiser's determination of the optimum number of exposure opportunities required to effectively convey the advertising message to the desired audience or target market." [12] John Philip Jones says, "Effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand.

  6. Advertising research - Wikipedia

    en.wikipedia.org/wiki/Advertising_research

    The Handbook of International Advertising Research (2014) Honomichl, J. J. Honomichl on Marketing Research, Lincolnwood, IL: NTC Business Books, 1986. Kim, Kyongseok, et al. "Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010." Journal of advertising 43#3 (2014 ...

  7. AIDA (marketing) - Wikipedia

    en.wikipedia.org/wiki/AIDA_(marketing)

    The model's usefulness was not confined solely to advertising. The basic principles of the AIDA model were widely adopted by sales representatives who used the steps to prepare effective sales presentations following the publication, in 1911, of Arthur Sheldon's book, Successful Selling. [30]

  8. Marketing strategy - Wikipedia

    en.wikipedia.org/wiki/Marketing_strategy

    Marketing strategy refers to efforts undertaken by an organization to increase its sales and achieve competitive advantage. [1] In other words, it is the method of advertising a company's products to the public through an established plan through the meticulous planning and organization of ideas, data, and information.

  9. Advertising campaign - Wikipedia

    en.wikipedia.org/wiki/Advertising_campaign

    An advertising campaign or marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base.

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