Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/74252
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dc.contributor.authorBeerli Palacio, Asunciónen_US
dc.contributor.authorMartín Santana, Josefa Deliaen_US
dc.date.accessioned2020-09-04T08:42:54Z-
dc.date.available2020-09-04T08:42:54Z-
dc.date.issued1998en_US
dc.identifier.isbn0-7923-5110-Xen_US
dc.identifier.issn1384-6485en_US
dc.identifier.otherWoS-
dc.identifier.urihttp://hdl.handle.net/10553/74252-
dc.description.abstractThe aim of this research paper is to carry out a review of memory-based advertising effectiveness techniques by making a comparative analysis of the different types of measurements, their usefulness and the advantages and disadvantages of each. We will also attempt to demonstrate that recognition, despite the criticism it receives, is a valid technique for measuring advertising effectiveness in terms of memory. It is so, as long as a forced choice test or a batch-testing procedure is used, together with a scale indicating degree of confidence with which the subjects recognize an item.en_US
dc.languageengen_US
dc.publisherSpringeren_US
dc.relation.ispartofApplied Optimizationen_US
dc.sourceTheory and Practice. Applied Optimization [ISSN 1384-6485], v. 19, p. 183-201, (1998)en_US
dc.subject6114 Psicología socialen_US
dc.subject.otherAdvertising Effectivenessen_US
dc.subject.otherRecallen_US
dc.subject.otherRecognitionen_US
dc.titleMemory-based advertising effectiveness techniques: Recall versus recognitionen_US
dc.typeinfo:eu-repo/semantics/conferenceObjecten_US
dc.typeConferenceObjecten_US
dc.relation.conference6th International Conference of the European-Association-of-Management-and-Business-Economicsen_US
dc.identifier.doi10.1007/978-1-4757-2845-3_13en_US
dc.identifier.isi000085200700013-
dc.description.lastpage201en_US
dc.description.firstpage183en_US
dc.relation.volume19en_US
dc.investigacionCiencias Sociales y Jurídicasen_US
dc.type2Actas de congresosen_US
dc.contributor.daisngid4513149-
dc.contributor.daisngid21029679-
dc.description.notasIn: Zopounidis C., Pardalos P.M. (eds)en_US
dc.description.numberofpages19en_US
dc.identifier.eisbn978-1-4757-2845-3-
dc.identifier.eisbn978-1-4419-4801-4-
dc.utils.revisionen_US
dc.contributor.wosstandardWOS:Palacio, AB-
dc.contributor.wosstandardWOS:Santana, JDM-
dc.date.coverdate1998en_US
dc.identifier.conferenceidevents120270-
dc.identifier.ulpgces
item.fulltextSin texto completo-
item.grantfulltextnone-
crisitem.author.deptIUCTC: Dirección de Marketing, RSC y empresa familiar-
crisitem.author.deptIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.deptEconomía y Dirección de Empresas-
crisitem.author.deptIUCTC: Dirección de Marketing, RSC y empresa familiar-
crisitem.author.deptIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.deptEconomía y Dirección de Empresas-
crisitem.author.orcid0000-0003-1457-0250-
crisitem.author.orcid0000-0002-1149-2544-
crisitem.author.orcid0000-0002-7078-0271-
crisitem.author.parentorgIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.parentorgIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.fullNameBeerli Palacio, María Asunción-
crisitem.author.fullNameMartín Santana, Josefa Delia-
crisitem.event.eventsstartdate15-09-1997-
crisitem.event.eventsenddate17-09-1997-
Appears in Collections:Actas de congresos
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