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Effective Advertising: Understanding When, How, and Why Advertising Works
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Effective Advertising: Understanding When, How, and Why Advertising Works Paperback - 2003

by Gerard J. Tellis


From the publisher

Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work.

The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.

Details

  • Title Effective Advertising: Understanding When, How, and Why Advertising Works
  • Author Gerard J. Tellis
  • Binding Paperback
  • Edition International ed
  • Pages 216
  • Volumes 1
  • Language ENG
  • Publisher Sage Publications, Inc, U.S.A.
  • Date 2003-11-20
  • Features Bibliography, Index
  • ISBN 9780761922537 / 0761922539
  • Weight 0.65 lbs (0.29 kg)
  • Dimensions 9 x 6 x 0.45 in (22.86 x 15.24 x 1.14 cm)
  • Library of Congress subjects Advertising, Consumers - Attitudes
  • Library of Congress Catalog Number 2003016016
  • Dewey Decimal Code 659.1
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Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New...
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Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century)

by Tellis, Gerard J

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