Effective Advertising
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Effective Advertising

Understanding When, How, and Why Advertising Works

Tellis, Gerard J. (Joseph)

Description

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.

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Bibliographic Information
Publish State
Published
Language
English
Readership
College - higher education
Responsibility
Gerard J. Tellis.
Publisher / Imprint
SAGE Publications / SAGE Publications, Inc
Publication Country / Place
United Kingdom / London
Title Identifier (ISBN/ISSN)
9781452262710 / 0761922539
Published Date
November 2003
Primary Price
39.99 GBP
Pages
216
Series
Marketing for a New Century
Reference Code
BDZ0005706822