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Effective Advertising

Name: Effective Advertising
Brand: SAGE Publications Inc
SKU: 04684255
Price: 587.71 RON
Availability: InStock
Author: Gerald J. Tellis
ISBN: 9780761922520

Understanding When, How, and Why Advertising Works

Gerald J. Tellis

Limba

engleză

Carte Copertă tare

Codul Libristo: 04684255

Editura SAGE Publications Inc, ianuarie 2004

'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike s... Descrierea completă

Codul Libristo: 04684255

271 b

587.71 lei

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'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 Florida Understanding 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.