Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century)

Type
Book
Authors
ISBN 10
0761922539 
ISBN 13
9780761922537 
Category
Advertising  [ Browse Items ]
Edition
 
Publication Year
2003 
Pages
216 
Abstract
 
Description
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. - from Amzon 
Biblio Notes
 
Number of Copies

REVIEWS (0) -

No reviews posted yet.

WRITE A REVIEW

Please login to write a review.