TY  - BOOK
AU  - Tellis, Gerard J.
TI  - Effective advertising: Understanding when, how, and why advertising works
SN  - 9780761922537
AV  - HF 5823 T44E 2004
PY  - 2004///
CY  - Thousand Oaks
PB  - Sage Publications
KW  - ADVERTISING
KW  - CONSUMERS
KW  - ATTITUDES
KW  - EFFECTIVE
N1  - 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
ER  -