Effective advertising : understanding when, how, and why advertising works / Gerard J. Tellis
Imprint
Thousand Oaks, California : Sage, 2004
Edition
1st ed
Descript
203 p. : ill.; 23 cm
CONTENT
Understanding advertising: Evaluating advertising -- Sweet, secret workings of advertising -- A general theory of firms' advertising -- Measures of advertising's effectiveness -- Research designs to assess advertising effectiveness -- Findings from market studies: when and how much advertising works: Market effects of advertising intensity -- Advertising's dynamic and content effects -- Findings from experimental studies: how and why advertising works: Advertising as persuasion -- Argument in advertising -- Emotion in advertising -- Endorsement in advertising