Effective Advertising

Understanding When, How, and Why Advertising Works

Business & Finance, Marketing & Sales, Advertising & Promotion
Cover of the book Effective Advertising by Gerard J. Tellis, SAGE Publications
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Gerard J. Tellis ISBN: 9781452276748
Publisher: SAGE Publications Publication: November 20, 2003
Imprint: SAGE Publications, Inc Language: English
Author: Gerard J. Tellis
ISBN: 9781452276748
Publisher: SAGE Publications
Publication: November 20, 2003
Imprint: SAGE Publications, Inc
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from SAGE Publications

Cover of the book Social Research by Gerard J. Tellis
Cover of the book The SAGE Handbook of Remote Sensing by Gerard J. Tellis
Cover of the book Solving Disproportionality and Achieving Equity by Gerard J. Tellis
Cover of the book How to Handle Hard-to-Handle Parents by Gerard J. Tellis
Cover of the book Conducting Online Surveys by Gerard J. Tellis
Cover of the book Safeguarding in Social Work Practice by Gerard J. Tellis
Cover of the book NQT by Gerard J. Tellis
Cover of the book The Brain and Strengths Based School Leadership by Gerard J. Tellis
Cover of the book Reach the Highest Standard in Professional Learning: Learning Designs by Gerard J. Tellis
Cover of the book Policy Transfer and Educational Change by Gerard J. Tellis
Cover of the book Assessment of Learners with Dyslexic-Type Difficulties by Gerard J. Tellis
Cover of the book Feedback That Moves Writers Forward by Gerard J. Tellis
Cover of the book A Short Introduction to Psychotherapy by Gerard J. Tellis
Cover of the book Models for Social Networks With Statistical Applications by Gerard J. Tellis
Cover of the book Squatting with Dignity by Gerard J. Tellis
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy