Read Anywhere and on Any Device!

Subscribe to Read | $0.00

Join today and start reading your favorite books for Free!

Create Free Account

Effective Advertising: Understanding When, How, and Why Advertising Works

Gerard J. Tellis

3.8/5 ( ratings)

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.

Language: English

Pages: 216

Format: Paperback

Publisher: Sage Publications, Inc

Release: November 20, 2003

ISBN: 0761922539

ISBN 13: 9780761922537

Effective Advertising: Understanding When, How, and Why Advertising Works

Gerard J. Tellis

3.8/5 ( ratings)

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.

Language: English

Pages: 216

Format: Paperback

Publisher: Sage Publications, Inc

Release: November 20, 2003

ISBN: 0761922539

ISBN 13: 9780761922537

More books from Gerard J. Tellis

The Sage Handbook of Advertising

4.4/5 ( ratings)

Unrelenting Innovation: How to Create a Culture for Market Dominance

4.4/5 ( ratings)

Estrategias de Publicidad y Promocion

4.4/5 ( ratings)

Advertising and Sales Promotion Strategy

4.4/5 ( ratings)

Rate this book!

Write a review?