個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
How Advertising Works
內容大綱
This note explores how advertising works from a consumer behavior perspective. Following an overview of some of the traditional hierarchical approaches to studying advertising and limitations associated with these models, the elaboration-likelihood model (ELM) is introduced as a means of addressing some of these deficiencies. The ELM is then examined within an advertising context. Subsequently, subliminal advertising is briefly considered. Lastly, issues related to measurement of advertising effectiveness are discussed.