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

First Edition

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

 

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Gerard J. Tellis

Gerard J. Tellis Jerry & Nancy Neely Chair in American Enterprise. He has a Ph.D. in Business Administration from the University of Michigan (Ann Arbor). His bachelor's degree is in chemistry and his master's is in business administration. Previously he worked as a Sales Development Manager for Johnson & Johnson, where he was responsible for brand management, new product introduction and sales staff planning. He joined USC's Marketing Department in 1989 as an associate professor, and was promoted to professor in Spring 1993. Professor Tellis is an expert in advertising & promotion, pricing and entry into new markets. He... More About Author

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ISBN: 9788178293707
₹795.00