The Effect of Advertising and Display: Assessing the Evidence

1: What is Effective Advertising.- 2: Advertising Frequency and Concentration.- 3: Wearout, Carryover Effects and Decay of Advertising.- 4: How Do Individuals Process Advertising?.- 5: Advertising at the Point of Sale.- 6: Online Advertising.- Postscript.- Advertising Terms.- Useful Websites.- References.- Author Index.