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Lowest price: € 9.00, highest price: € 174.77, average price: € 91.65

Effective Advertising : Understanding When, How, and Why Advertising Works by Gerard J. Tellis - Gerard J. Tellis

(*)

Gerard J. Tellis:
Effective Advertising : Understanding When, How, and Why Advertising Works by Gerard J. Tellis - used book

2005, ISBN: 9780761922520

Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing "Tellis has done a remarkable job. He has brought together an amazingly dive… More...

Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book."--Alan G. Sawyer, University of FloridaEffective Advertising: How, When, and Why Advertising Works 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, such as: * Advertising has a powerful influence onconsumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable 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. Media > Book, [PU: SAGE Publications]<

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Effective Advertising: Understanding When, How, and Why Advertising Works

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Effective Advertising: Understanding When, How, and Why Advertising Works - new book

ISBN: 9780761922520

'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's… More...

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Nr. A1006199247. Shipping costs:Lieferzeiten außerhalb der Schweiz 3 bis 21 Werktage, , Versandfertig innert 6 - 9 Werktagen, zzgl. Versandkosten. (EUR 18.61)
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Effective Advertising - Tellis, Gerard J.

(*)

Tellis, Gerard J.:
Effective Advertising - new book

ISBN: 9780761922520

Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarize… More...

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Effective Advertising: Understanding When, How, and Why Advertising Works - Gerard J. Tellis

(*)

Gerard J. Tellis:
Effective Advertising: Understanding When, How, and Why Advertising Works - hardcover

ISBN: 9780761922520

Effective Advertising: Understanding When, How, and Why Advertising Works Effective-Advertising~~Gerard-J-Tellis Business>Marketing Strategies>Marketing Strategies Hardcover, SAGE Publica… More...

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Effective Advertising - Gerard J. Tellis

(*)

Gerard J. Tellis:
Effective Advertising - hardcover

2004, ISBN: 9780761922520

Understanding When, How, and Why Advertising Works, Buch, Hardcover, [PU: SAGE Publications Inc], SAGE Publications Inc, 2004

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1

Effective Advertising : Understanding When, How, and Why Advertising Works by Gerard J. Tellis - Gerard J. Tellis

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Gerard J. Tellis:

Effective Advertising : Understanding When, How, and Why Advertising Works by Gerard J. Tellis - used book

2005, ISBN: 9780761922520

Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing "Tellis has done a remarkable job. He has brought together an amazingly dive… More...

Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book."--Alan G. Sawyer, University of FloridaEffective Advertising: How, When, and Why Advertising Works 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, such as: * Advertising has a powerful influence onconsumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable 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. Media > Book, [PU: SAGE Publications]<

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Effective Advertising: Understanding When, How, and Why Advertising Works

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Effective Advertising: Understanding When, How, and Why Advertising Works - new book

ISBN: 9780761922520

'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's… More...

Nr. A1006199247. Shipping costs:Lieferzeiten außerhalb der Schweiz 3 bis 21 Werktage, , Versandfertig innert 6 - 9 Werktagen, zzgl. Versandkosten. (EUR 18.61)

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Effective Advertising - Tellis, Gerard J.

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Tellis, Gerard J.:
Effective Advertising - new book

ISBN: 9780761922520

Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarize… More...

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Effective Advertising: Understanding When, How, and Why Advertising Works - Gerard J. Tellis

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Gerard J. Tellis:
Effective Advertising: Understanding When, How, and Why Advertising Works - hardcover

ISBN: 9780761922520

Effective Advertising: Understanding When, How, and Why Advertising Works Effective-Advertising~~Gerard-J-Tellis Business>Marketing Strategies>Marketing Strategies Hardcover, SAGE Publica… More...

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Effective Advertising - Gerard J. Tellis

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Gerard J. Tellis:
Effective Advertising - hardcover

2004, ISBN: 9780761922520

Understanding When, How, and Why Advertising Works, Buch, Hardcover, [PU: SAGE Publications Inc], SAGE Publications Inc, 2004

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Details of the book

Effective Advertising

Author:	Gerard J. Tellis
Title:	Effective Advertising
ISBN:	0761922520

'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book' - Alan G. Sawyer, University of Florida 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.

Details of the book - Effective Advertising

EAN (ISBN-13): 9780761922520
ISBN (ISBN-10): 0761922520
Hardcover
Publishing year: 2003
Publisher: SAGE Publications Inc
216 Pages
Weight: 0,417 kg
Language: eng/Englisch

Book in our database since 2007-11-13T10:38:26+00:00 (London)
Detail page last modified on 2022-08-30T14:20:06+01:00 (London)
ISBN/EAN: 0761922520

ISBN - alternate spelling:
0-7619-2252-0, 978-0-7619-2252-0
Alternate spelling and related search-keywords:
Book author: gerard tellis, gerard way
Book title: effective advertising understanding when how why advertising works, how and why works, marketing

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