EFFECTIVE ADVERTISING TELLIS G. Księgarnia

Understanding 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.

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 professional experience into one volume that successfully dismisses many popular myths about advertising.

Understanding Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.

Table of Contents

Pt. I    Understanding Advertising    1
1    Evaluating Advertising    3
2    Sweet, Secret Workings of Advertising    11
3    A General Theory of Firms' Advertising    27
4    Measures of Advertising's Effectiveness    43
5    Research Designs to Assess Advertising Effectiveness     53

Pt. II    Findings from Market Studies: When and How Much Advertising Works    69
6    Market Effects of Advertising Intensity    71
7    Advertising's Dynamic and Content Effects    93

Pt. III    Findings from Experimental Studies: How and Why Advertising Works    109
8    Advertising as Persuasion    111
9    Argument in Advertising    135
10    Emotion in Advertising    147
11    Endorsement in Advertising    179
Index    195
About the Author    203

216 pages, Hardcover

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.