You are here

Effective Advertising
Share

Effective Advertising
Understanding When, How, and Why Advertising Works

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  

Preview this book

Gerard J. Tellis

Purchasing options

Please select a format:

ISBN: 9788178293707
₹795.00