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Autore: | Tellis Gerard J. <1950-> |
Titolo: | Effective advertising [[electronic resource] ] : understanding when, how, and why advertising works / / Gerard J. Tellis |
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 |
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 |
Lo trovi qui: | Univ. Federico II |
Opac: | Controlla la disponibilità qui |