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Table of content
- Chapter 1 - How is the stage of advertising prepared?
- Chapter 2 - How is information from advertising acquired and processed by consumers?
- Chapter 3 - What is the effect of advertising on memories of consumers?
- Chapter 4 - How do consumers develop judgements and feelings about products?
- Chapter 5 - When are consumers persuaded and are their attitudes changed?
- Chapter 6 - In what ways does advertising influence buying behavior?
- Chapter 7 - How is consumer compliance achieved without changing attitudes?
- Chapter 8 - What does advertising in the new millennium look like?