Effective advertising: Understanding when, how, and why advertising works /
Tellis, Gerard J.
Effective advertising: Understanding when, how, and why advertising works / Effective advertising Gerard J. Tellis - Thousand Oaks : Sage Publications, 2004 - 203 p.: ill; 23 cm.
Part I: Understanding advertising page 1-2 -- 1.Evaluating advertising page 3-10 -- 2.Sweet, Secret workings of advertising page 11-26 -- 3.A General theory of firms' advertising page 27-42 -- 4.Measures of advertising' s effectiveness page 43-52 -- 5.Research designs to assess advertising effectiveness page 53-68 -- Part II: Findings from market studies: When and how much advertising works page 69-70 -- 6.Market effects of advertising intensity page 71-92 -- 7.Advertising' s dynamic and content effects page 93-108 -- Part III: Findings from experimental studies: How and why advertising works page 109-110 -- 8.Advertising as persuasion page 111-134 -- 9.Argument in advertising page 135-146 -- 10.Emotion in advertising page 147-177 -- 11.Endorsement in advertising page 179-194
9780761922537
ADVERTISING
CONSUMERS--ATTITUDES
EFFECTIVE ADVERTISING
HF 5823 / T44E 2004
Effective advertising: Understanding when, how, and why advertising works / Effective advertising Gerard J. Tellis - Thousand Oaks : Sage Publications, 2004 - 203 p.: ill; 23 cm.
Part I: Understanding advertising page 1-2 -- 1.Evaluating advertising page 3-10 -- 2.Sweet, Secret workings of advertising page 11-26 -- 3.A General theory of firms' advertising page 27-42 -- 4.Measures of advertising' s effectiveness page 43-52 -- 5.Research designs to assess advertising effectiveness page 53-68 -- Part II: Findings from market studies: When and how much advertising works page 69-70 -- 6.Market effects of advertising intensity page 71-92 -- 7.Advertising' s dynamic and content effects page 93-108 -- Part III: Findings from experimental studies: How and why advertising works page 109-110 -- 8.Advertising as persuasion page 111-134 -- 9.Argument in advertising page 135-146 -- 10.Emotion in advertising page 147-177 -- 11.Endorsement in advertising page 179-194
9780761922537
ADVERTISING
CONSUMERS--ATTITUDES
EFFECTIVE ADVERTISING
HF 5823 / T44E 2004