| Title:
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EFFECTIVE ADVERTISING
UNDERSTANDING WHEN, HOW, AND WHY ADVERTISING WORKS |
| By: |
Gerard J. Tellis |
| Format: |
Electronic book text |
| List price:
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£45.99 |
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it.
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| ISBN 10: |
1452262713 |
| ISBN 13: |
9781452262710 |
| Publisher: |
SAGE PUBLICATIONS INC EBOOKS |
| Pub. date: |
3 July, 2012 |
| Edition: |
1st edition |
| Series: |
Marketing for a New Century |
| 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. |
| Synopsis: |
'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book'- Alan G. Sawyer, University of FloridaUnderstanding Effective Advertising: How, When, and Why Ads Work 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. |
| Publication: |
US |
| Imprint: |
SAGE Publications Inc |
| Prizes: |
Winner of 2006 Berry-AMA Book Prize Finalist. |
| Returns: |
Non-returnable |
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