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Effective Advertising: Understanding When, How, and Why Advertising Works(Marketing for a New Century)

Effective Advertising: Understanding When, How, and Why Advertising Works(Marketing for a New Century)

          
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2006 | Berry/AMA Book Prize
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About the Book

'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.



Table of Contents:
1. EVALUATING ADVERTISI NG IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS 2. SWEET, SECRET WORKINGS OF ADVERTISING MYTHS ABOUT ADVERTISING EFFECTIVENESS TRUTH ABOUT ADVERTISING 3. A GENERAL THEORY OF FIRMS′ ADVERTISING WHY FIRMS ADVERTISE: THEORY OF ADVERTISING DEMAND WHY BIG SUCCESSES ARE RARE: THEORY OF ADVERTISING EFFECTIVENESS WHY FIRMS PERSIST WITH INEFFECTIVE ADVERTISING: THEORY OF ADVERTISING SUPPLY 4. MEASURES OF ADVERTISING′S EFFECTIVENESS DEFINITION AND CLASSIFICATION OF ADVERTISING VARIABLES MODELS OF THE HIERARCHY OF EFFECTS 5. RESEARCH DESIGNS TO ASSESS ADVERTISING EFFECTIVENESS LABORATORY EXPERIMENT FIELD APPROACH HYBRID APPROACHES 6. MARKET EFFECTS OF ADVERTISING INTENSITY CLASSIFICATION OF STUDIES FINDINGS ABOUT ADVERTISING WEIGHT FINDINGS ABOUT ADVERTISING ELASTICITY FINDINGS ABOUT AD FREQUENCY 7. ADVERTISING′S DYNAMIC AND CONTENT EFFECTS FINDINGS FROM MARKET STUDIES ABOUT ADVERTISING CARRYOVER FINDINGS ABOUT ADVERTISING WEARIN AND WEAROUT FINDINGS ABOUT AD CONTENT 8. ADVERTISING AS PERSUASION ROUTES OF PERSUASION LOW INVOLVEMENT OR PASSIVE PROCESSING REPETITION IN PERSUASION 9. ARGUMENT IN ADVERTISING HOW ARGUMENT PERSUADES AGRUMENT STRATEGY 10. EMOTION IN ADVERTISING HOW DO EMOTIONS WORK? WHEN DO EMOTIONS WORK? METHODS OF AROUSING EMOTIONS ROLE OF SPECIFIC EMOTIONS 11. ENDORESEMENT IN ADVERTISING TYPES OF ENDORSERS WHY ENDORSEMENTS WORK WHEN TO USE ENDORSERS STRATEGIC IMPLICATIONS COLLECTION OF SINGLE SOURCE DATA


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Product Details
  • ISBN-13: 9780761922537
  • Publisher: SAGE Publications Inc
  • Publisher Imprint: SAGE Publications Inc
  • Depth: 13
  • Language: English
  • Returnable: Y
  • Spine Width: 11 mm
  • Weight: 314 gr
  • ISBN-10: 0761922539
  • Publisher Date: 21 Jan 2004
  • Binding: Paperback
  • Height: 228 mm
  • No of Pages: 216
  • Series Title: Marketing for a New Century
  • Sub Title: Understanding When, How, and Why Advertising Works
  • Width: 152 mm


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