Effective Advertising: Understanding When, How, and Why Advertising Works - Couverture souple

Tellis, Gerard J.

Couverture souple

ISBN 10 : 0761922539 ISBN 13 : 9780761922537

Editeur : SAGE Publications, Inc, 2003

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 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.

Détails de l'édition

• Éditeur: SAGE Publications, Inc
• Date d'édition: 2003
• ISBN 10: 0761922539
• ISBN 13: 9780761922537
• Reliure: Broché
• Langue: anglais
• Nombre de pages: 216