This re-inquiry examines the robustness of research showing that rhetorical figures such as rhyme and metaphor can have a positive impact on consumer response to advertising. Prior empirical research explicitly directed subjects to process the ads and generally examined either visual or verbal...

Introduction -- Focus of the book -- Background -- Developments since the first and second editions -- Who should read this book -- Acknowledgments -- Rationale -- Why visit customers? -- Customer visits and market focus -- Promise and peril of customer visits -- Additional information --...