Effective advertising
Subtitle: understanding when, how, and why advertising works
By: by Gerard J. Tellis.
Publisher: Sage Publications
Published: 2004
Place of publication: Thousand Oaks, Calif
Language: eng
Number of pages: 203
Subjects: Advertising; Consumers -- Attitudes
Description: "Effective Advertising: Understanding When, How, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. 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." "Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields."--BOOK JACKET
Notes: Includes bibliographical references and index.
Table of contents: title: Understanding Advertising; title: Evaluating Advertising; title: Importance of Advertising in Modern Economies; title: Problems Evaluating Advertising Effectiveness; title: Sweet, Secret Workings of Advertising; title: Myths About Advertising Effectiveness; title: Truth About Advertising; title: A General Theory of Firms' Advertising; title: Why Firms Advertise: Theory of Advertising Demand; title: Why Big Successes Are Rare: Theory of Advertising Effectiveness; title: Why Firms Persist With Ineffective Ads: Theory of Advertising Supply; title: Measures of Advertising's Effectiveness; title: Definition and Classification of Advertising Variables; title: Research Designs To Assess Advertising Effectiveness; title: Laboratory Experiment; title: Field Approach; title: Hybrid Approaches; title: Finds from Market Studies: When and How Much Advertising Works; title: Market Effects of Advertising Intensity; title: Classification of Studies; title: Findings About Advertising Weight; title: Findings About Advertising Elasticity; title: Findings About Advertising Frequency; title: Advertising's Dynamic and Content Effects; title: Findings From Market Studies About Advertising Carryover; title: Findings About Advertising Wearin and Wearout; title: Findings About Ad Content; title: Findings About Advertising Content; title: Findings from Experimental Studies: How and Why Advertising Works; title: Advertising as Persuasion; title: Routes of Persuasion; title: Low Involvement or Passive Processing; title: Repetition in Persuasion; title: Argument In Advertising; title: How Argument Persuades; title: Argument Strategy; title: Emotion in Advertising; title: How Do Emotions Work?; title: When Do Emotions Work?; title: Role of Specific Emotions; title: Endorsement in Advertising; title: Types of Endorsers; title: Why Endorsements Work; title: When to Use Endorsers; title: Strategic Implications.