Effective advertising : understanding when, how, and why advertising works
Tellis, Gerard J.
Effective advertising : understanding when, how, and why advertising works / Gerard J. Tellis - New Delhi : Respone Books, a division of Sage Publications, c2004. - [ca ix], 201 p. : ill. ; 23 cm
Includes index
Part 1. 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
Part 2. Findings from market studies: when and how much advertising works. Market effects of advertising intensity
Advertising's dynamic and content effects
Part 3. Findings from experimental studies: how and why advertising works. Advertising as persuasion
Argument in advertising
Emotion in advertising
Endorsement in advertising
eng
9788178293707 TZS 92,240.5
Advertising Research
Consumers Attitudes
Marketing Management
659.1 TEL
Effective advertising : understanding when, how, and why advertising works / Gerard J. Tellis - New Delhi : Respone Books, a division of Sage Publications, c2004. - [ca ix], 201 p. : ill. ; 23 cm
Includes index
Part 1. 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
Part 2. Findings from market studies: when and how much advertising works. Market effects of advertising intensity
Advertising's dynamic and content effects
Part 3. Findings from experimental studies: how and why advertising works. Advertising as persuasion
Argument in advertising
Emotion in advertising
Endorsement in advertising
eng
9788178293707 TZS 92,240.5
Advertising Research
Consumers Attitudes
Marketing Management
659.1 TEL