Tellis G Effective Advertising 9780761922537

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Автор: Tellis G
Название: Effective Advertising
ISBN: 9780761922537
Издательство: Sage Publications
Классификация:

Отрасли информационных услуг и услуг связи

ISBN-10: 0761922539
Обложка/Формат: Paperback
Страницы: 216
Вес: 0.31 кг.
Дата издания: 30.01.2004
Серия: Marketing for a New Century series
Язык: English
Иллюстрации: Illustrations
Размер: 229 x 153 x 11
Читательская аудитория: Tertiary education (us: college)
Подзаголовок: Understanding when, how, and why advertising works
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Поставляется из: Англии
Описание: Understanding Effective Advertising: How, When, and Why Advertising Works 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. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.

Effective Advertising, Tellis G