000			nam a22 7a 4500
999			_c193562 _d193562
005			20190330152122.0
008			190316b xxu||||| |||| 00| 0 eng d
020			_a9780761922537
040			_aSPU
049			_aSPU_CHN
050			_aHF 5823 _bT44E 2004
100			_9233065 _aTellis, Gerard J.
245			_aEffective advertising: Understanding when, how, and why advertising works / _cGerard J. Tellis
246			_aEffective advertising
260			_aThousand Oaks : _bSage Publications, _c2004
300			_a203 p.: _bill; _c23 cm.
505			_aPart 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
650	0	0	_936801 _aADVERTISING
650	0	0	_9162465 _aCONSUMERS _xATTITUDES
650		0	_9233075 _aEFFECTIVE _bADVERTISING
850			_aSPU
942			_2lcc _cGEN
998			_aYuwadee 160319 _bYuwadee 160319