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Effective Advertising
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Effective Advertising
Understanding When, How, and Why Advertising Works

First Edition

Effective Advertising


Other Titles in:
Advertising

March 2004 | 214 pages | SAGE Response
Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.
 
I. UNDERSTANDING ADVERTISING
Evaluating Advertising

 
Sweet, Secret Workings of Advertising

 
A General Theory of Firms’ Advertising

 
Measures of Advertising’s Effectiveness

 
Research Designs to Assess Advertising Effectiveness

 
 
II. FINDINGS FROM MARKET STUDIES: WHEN AND HOW MUCH ADVERTISING WORKS
Market Effects of Advertising Intensity

 
Advertising’s Dynamic and Content Effects

 
 
III. FINDINGS FROM EXPERIMENTAL STUDIES: HOW AND WHY ADVERTISING WORKS
Advertising as Persuasion

 
Argument in Advertising

 
Emotion in Advertising

 
Endorsement in Advertising

 
Index

 

Gerard J. Tellis

Gerard J. Tellis (PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in public policy, virality on social media, diffusion of innovations, advertising, and global market entry. He has published 7 books and over 200 papers (http://www.gtellis.net ) that have won over 27,000 citations in Google Scholar. His publications have won over 25 awards, including the AMA-IRWIN-McGraw Hill Distinguished Educator, Long Term Impact Marketing Science, Frank M. Bass, William F. O... More About Author

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ISBN: 9788178293707
₹795.00