AuthorTellis, Gerard J., 1950-
TitleEffective 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


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

Advertising Consumers -- Attitudes

Communication Arts Library659.1 T276E 2004CHECK SHELVES