Identificador persistente para citar o vincular este elemento:
http://hdl.handle.net/10553/74252
Campo DC | Valor | idioma |
---|---|---|
dc.contributor.author | Beerli Palacio, Asunción | en_US |
dc.contributor.author | Martín Santana, Josefa Delia | en_US |
dc.date.accessioned | 2020-09-04T08:42:54Z | - |
dc.date.available | 2020-09-04T08:42:54Z | - |
dc.date.issued | 1998 | en_US |
dc.identifier.isbn | 0-7923-5110-X | en_US |
dc.identifier.issn | 1384-6485 | en_US |
dc.identifier.other | WoS | - |
dc.identifier.uri | http://hdl.handle.net/10553/74252 | - |
dc.description.abstract | The 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.language | eng | en_US |
dc.publisher | Springer | en_US |
dc.relation.ispartof | Applied Optimization | en_US |
dc.source | Theory and Practice. Applied Optimization [ISSN 1384-6485], v. 19, p. 183-201, (1998) | en_US |
dc.subject | 6114 Psicología social | en_US |
dc.subject.other | Advertising Effectiveness | en_US |
dc.subject.other | Recall | en_US |
dc.subject.other | Recognition | en_US |
dc.title | Memory-based advertising effectiveness techniques: Recall versus recognition | en_US |
dc.type | info:eu-repo/semantics/conferenceObject | en_US |
dc.type | ConferenceObject | en_US |
dc.relation.conference | 6th International Conference of the European-Association-of-Management-and-Business-Economics | en_US |
dc.identifier.doi | 10.1007/978-1-4757-2845-3_13 | en_US |
dc.identifier.isi | 000085200700013 | - |
dc.description.lastpage | 201 | en_US |
dc.description.firstpage | 183 | en_US |
dc.relation.volume | 19 | en_US |
dc.investigacion | Ciencias Sociales y Jurídicas | en_US |
dc.type2 | Actas de congresos | en_US |
dc.contributor.daisngid | 4513149 | - |
dc.contributor.daisngid | 21029679 | - |
dc.description.notas | In: Zopounidis C., Pardalos P.M. (eds) | en_US |
dc.description.numberofpages | 19 | en_US |
dc.identifier.eisbn | 978-1-4757-2845-3 | - |
dc.identifier.eisbn | 978-1-4419-4801-4 | - |
dc.utils.revision | Sí | en_US |
dc.contributor.wosstandard | WOS:Palacio, AB | - |
dc.contributor.wosstandard | WOS:Santana, JDM | - |
dc.date.coverdate | 1998 | en_US |
dc.identifier.conferenceid | events120270 | - |
dc.identifier.ulpgc | Sí | es |
item.fulltext | Sin texto completo | - |
item.grantfulltext | none | - |
crisitem.event.eventsstartdate | 15-09-1997 | - |
crisitem.event.eventsenddate | 17-09-1997 | - |
crisitem.author.dept | GIR IUCES: Dirección de Marketing, RSC y empresa familiar | - |
crisitem.author.dept | IU de Cibernética, Empresa y Sociedad (IUCES) | - |
crisitem.author.dept | Departamento de Economía y Dirección de Empresas | - |
crisitem.author.dept | GIR IUCES: Dirección de Marketing, RSC y empresa familiar | - |
crisitem.author.dept | IU de Cibernética, Empresa y Sociedad (IUCES) | - |
crisitem.author.dept | Departamento de Economía y Dirección de Empresas | - |
crisitem.author.orcid | 0000-0003-1457-0250 | - |
crisitem.author.orcid | 0000-0002-1149-2544 | - |
crisitem.author.orcid | 0000-0002-7078-0271 | - |
crisitem.author.parentorg | IU de Cibernética, Empresa y Sociedad (IUCES) | - |
crisitem.author.parentorg | IU de Cibernética, Empresa y Sociedad (IUCES) | - |
crisitem.author.fullName | Beerli Palacio, María Asunción | - |
crisitem.author.fullName | Martín Santana, Josefa Delia | - |
Colección: | Actas de congresos |
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