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By:Gerard J. Tellis
Published on 2003-11-20 by SAGE



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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.

This Book was ranked at 8 by Google Books for keyword Advertising.

Book ID of Effective Advertising's Books is N6yPmJ9EyboC, Book which was written byGerard J. Tellishave ETAG "YyT+YOYvGpo"

Book which was published by SAGE since 2003-11-20 have ISBNs, ISBN 13 Code is 9781452276748 and ISBN 10 Code is 1452276749

Reading Mode in Text Status is true and Reading Mode in Image Status is true

Book which have "216 Pages" is Printed at BOOK under CategoryBusiness and Economics

This Book was rated by Raters and have average rate at ""

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