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Effective advertising [[electronic resource] ] : understanding when, how, and why advertising works / / Gerard J. Tellis



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Autore: Tellis Gerard J. <1950-> Visualizza persona
Titolo: Effective advertising [[electronic resource] ] : understanding when, how, and why advertising works / / Gerard J. Tellis Visualizza cluster
Pubblicazione: Thousand Oaks, Calif. ; ; London, : SAGE, c2004
Descrizione fisica: 1 online resource (217 p.)
Disciplina: 659.1
Soggetto topico: Advertising
Consumers - Attitudes
Soggetto genere / forma: Electronic books.
Note generali: Description based upon print version of record.
Nota di bibliografia: Includes bibliographical references and index.
Nota di contenuto: Cover; Contents; Part I: Understanding Advertising; 1 - Evaluating Advertising; 2 - Sweet, Secret Workings of Advertising; 3 - A General Theory of Firms' Advertising; 4 - Measures of Advertising's Effectiveness; 5 - Research Designs to Assess Advertising Effectiveness; Part II: Findings From Market Studies: When and How Much Advertising Works; 6 - Market Effects of Advertising Intensity; 7 - Advertising's Dynamic and Content Effects; Part III: Findings From Experimental Studies: How and Why Advertising Works; 8 - Advertising as Persuasion; 9 - Argument in Advertising
10 - Emotion in Advertising11 - Endorsement in Advertising; Index; About the Author
Sommario/riassunto: 'Effective Advertising' reviews and summarises an extensive body of research on advertising effectiveness. In particular, it summarises what we know today on when, how and why advertising works.
Titolo autorizzato: Effective advertising  Visualizza cluster
ISBN: 1-322-30685-0
1-4522-2937-6
1-4522-6271-3
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910478866003321
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