Tellis, Gerard J.  <br/><br/>
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 
<br/><br/>Includes index 
<br/><br/><br/>Part 1. Understanding advertising. Evaluating advertising<br/>Sweet, secret workings of advertising<br/>A general theory of firms' advertising<br/>Measures of advertising's effectiveness<br/>Research designs to assess advertising effectiveness<br/>Part 2. Findings from market studies: when and how much advertising works. Market effects of advertising intensity<br/>Advertising's dynamic and content effects<br/>Part 3. Findings from experimental studies: how and why advertising works. Advertising as persuasion<br/>Argument in advertising<br/>Emotion in advertising<br/>Endorsement in advertising 
<br/><br/><br/>eng 
<br/><br/><label>ISBN: </label>9788178293707  TZS 92,240.5 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising Research<br/>Consumers Attitudes<br/>Marketing Management
<br/><br/><label>Dewey Class. No.: </label>659.1 TEL