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
II. FINDINGS FROM MARKET STUDIES: WHEN AND HOW MUCH ADVERTISING WORKS
III. FINDINGS FROM EXPERIMENTAL STUDIES: HOW AND WHY ADVERTISING WORKS