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Effective Advertising: Understanding When, How, and Why Advertising Works - Tellis, Gerald J. / Tellis, Gerard J.
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Tellis, Gerald J. / Tellis, Gerard J.:
Effective Advertising: Understanding When, How, and Why Advertising Works - gebrauchtes Buch

2005, ISBN: 9780761922520

ID: 2901691

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. Effective Advertising: Understanding When, How, and Why Advertising Works Tellis, Gerald J. / Tellis, Gerard J., Sage Publications (CA)

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Effective Advertising
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Effective Advertising - neues Buch

ISBN: 9780761922520

ID: 6353139

'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. '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. Books, Business, Finance and Law~~Business and Management~~Sales & Marketing, Effective Advertising~~Book~~9780761922520~~Gerald J. Tellis, , , , , , , , , ,, [PU: SAGE Publications]

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2004, ISBN: 9780761922520

ID: 9780761922520

Effective Advertising: Hardback: SAGE Publications Inc: 9780761922520: 21 Jan 2004: Tellis (marketing, U. of Southern California) reviews and summarizes more than 50 years of research on advertising and its effect on sales. He dispels a number of popular myths about advertising and explains how and why it really works. Coverage includes such topics as why firms persist with ineffec Understanding Effective Advertising: How, When, and Why Advertising Worksreviews 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. Advertising, , , , , , , , , , , ,, [PU: SAGE Publications]

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Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century) - Gerard J. (Joseph) Tellis
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Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century) - gebrauchtes Buch

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ID: 3143366

Understanding Effective 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. accounting,accounting and finance,advertising,business and finance,business and investing,education and reference,marketing,marketing and sales,textbooks Marketing & Sales, SAGE Publications, Inc

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[ED: Hardcover], [PU: SAGE PUBN INC], '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.216 p. - 9.0000 x 6.0000 inVersandfertig in über 4 Wochen, [SC: 0.00]

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Details zum Buch
Effective Advertising: Understanding When, How, and Why Advertising Works
Autor:

Tellis, Gerald J.; Tellis, Gerard J.

Titel:

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

ISBN-Nummer:

'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.

Detailangaben zum Buch - Effective Advertising: Understanding When, How, and Why Advertising Works


EAN (ISBN-13): 9780761922520
ISBN (ISBN-10): 0761922520
Gebundene Ausgabe
Erscheinungsjahr: 2003
Herausgeber: SAGE PUBN INC
216 Seiten
Gewicht: 0,417 kg
Sprache: eng/Englisch

Buch in der Datenbank seit 13.11.2007 11:38:26
Buch zuletzt gefunden am 05.05.2017 22:06:05
ISBN/EAN: 0761922520

ISBN - alternative Schreibweisen:
0-7619-2252-0, 978-0-7619-2252-0


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