Effective Advertising (Paperback)

Gerard J. Tellis

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Sprache: Englisch

Verlag: SAGE Publications Inc, Thousand Oaks, 2004

0761922539 / 9780761922537

Anbieter: Grand Eagle Retail, Bensenville, IL, USAGrand Eagle Retail

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Verkäufer:in bei AbeBooks seit 12. Oktober 2005

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Paperback. 'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book'- Alan G. Sawyer, University of FloridaUnderstanding Effective Advertising: How, When, and Why Ads Work 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. Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!"Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book."—Alan G. Sawyer, University of FloridaEffective 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 profes Shipping may be from multiple locations in the US or from the UK, depending on stock availability. …

Bestandsnummer des Verkäufers 9780761922537

Titel
Effective Advertising (Paperback)
Autor
Gerard J. Tellis
Verlag
SAGE Publications Inc, Thousand Oaks
Erscheinungsjahr
2004
Zustand
new
Einband
Paperback
Sprache
Englisch
ISBN-10
0761922539
ISBN-13
9780761922537

Grand Eagle Retail

Bensenville, IL, USA

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Verkäufer:in bei AbeBooks seit 12. Oktober 2005

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