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TitleThe proceedings of the 2001 conference of the American Academy of Advertising / edited by Charles R. Taylor
Imprint Villanova, PA. : Villanova University, 2001
Edition 1st ed
Descript xix, 300 p.; 28 cm


Understanding women: insights into three market segments -- Dringking, driving, and public service announcements -- Attitudes toward interactive advertising in Korea, Taiwan, and the United States -- Advertising appeals on four continents -- Big picture issues in interactive advertising and promotion -- Getting fit: how advertising encourages or discourages healthy behavior -- How consumers get caught in the world wide web -- Legal and ethical issues: censorship, infomercials, and profits -- New approaches to measuring advertising effectiveness -- Media issues -- And now a word from our sponsor: understanding sponsorship effectiveness -- Advertising students: attitudes toward the field and predicting and ensuring success -- Only a memory: getting consumers to process and remember your ads -- News and views from the agencies -- Getting through to the target audience: which techniques enhance effectiveness -- Macro issues in advertising and promotion -- Consumer response to interactive advertising -- Let's get creative! creativity and comprehensibility -- Which side of the Brain are we dealing with here? personality components and how they affect advertising constituencies -- Creating effective interactive advertising -- Where should I go AFTER I've studied advertising -- Perspectives on advertising research -- Strategies for differentiating your students in a parity marketplace -- Animation on the web -- Pro-smoking and anti-smoking communication influences on adolescents' decisions to smoke -- What's going on? the online shopping experience (Amphitheater) -- 2001 international advertising pre-conference sessions


Communication Arts Library659.1 P963 2001CHECK SHELVES

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