Effective advertising: Understanding when, how, and why advertising works / Gerard J. Tellis
Material type:
TextPublication details: Thousand Oaks : Sage Publications, 2004Description: 203 p.: ill; 23 cmISBN: - 9780761922537
- Effective advertising
- HF 5823 T44E 2004
| Item type | Current library | Collection | Shelving location | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
General Book
|
SPU Library, Chonburi campus | General Books (ENGLISH) | Floor 3: General Shelves (FOREIGN LANGUAGE) | HF 5823 T44E 2004 (Browse shelf(Opens below)) | Available | B009046 |
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
There are no comments on this title.