Marketing Research
Preface
1 Prerequisites
2 Introduction
3 Advertising
4 Brand Equity
- 4.1 Brand Association
5 Celebrity Endorsement
6 Innovation
7 WOM / Virality
8 Customer Lifetime Value (CLV)
- 8.1 Example
- 8.2 Referral value (CRV)
9 Finance-Marketing Interface
10 Advertising
11 Communication
- 11.1 Information Theory
12 Metrics
13 Data
14 Modeling Application
- 14.1 Transformation
  - 14.1.1 Log-transformation
- 14.2 Endogeneity
  - 14.2.1 Control Function
15 Models
16 Qualitative Research
- 16.1 Inter-rate reliability methods
- 16.2 Krippendorff’s Alpha
17 Nudges
18 Visualization
19 Surveys
20 Construct vs. Variable
21 Experiment
22 Report
23 Surveys
24 Construct vs. Variable
25 Experiment
26 Image
27 Sarcasm
28 Formative vs. Reflective Measurements
- 28.1 Alternative to formative model
29 Scientific Writing
30 Review Process
References
31 CB Seminar
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Marketing Research

Chapter 10 Advertising

People don’t like intrusive ads, especially when they are vulnerable (Tybout and calkins 2005, 143)

References

Tybout, Alice M., and Tim calkins. 2005. Kellogg on Branding.