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

ISBN: 0761922539

[SR: 1199966], Paperback, [EAN: 9780761922537], SAGE Publications, Inc, SAGE Publications, Inc, Book, [PU: SAGE Publications, Inc], SAGE Publications, Inc, 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., 2699, Advertising, 2698, Marketing & Sales, 3, Business & Money, 1000, Subjects, 283155, Books, 2702, Marketing, 2703, Direct, 2705, Global, 2706, Industrial, 2707, Multilevel, 2708, Product Management, 2709, Research, 2710, Telemarketing, 3563, Web Marketing, 2698, Marketing & Sales, 3, Business & Money, 1000, Subjects, 283155, Books, 266117, Accounting, 7742993011, Auditing, 2742, Bookkeeping, 11661, CPA Test, 7742994011, Financial, 7742996011, Governmental, 266108, International, 7742998011, Managerial, 7742999011, Standards, 3, Business & Money, 1000, Subjects, 283155, Books, 21, Reference, 11444, Almanacs & Yearbooks, 11448, Atlases & Maps, 2572, Careers, 11626, Catalogs & Directories, 11472, Consumer Guides, 11475, Dictionaries & Thesauruses, 11713, Encyclopedias & Subject Guides, 11823, English as a Second Language, 11761, Etiquette, 11773, Foreign Language Study & Reference, 11880, Genealogy, 11902, Quotations, 8975382011, Survival & Emergency Preparedness, 5267710011, Test Preparation, 11970, Words, Language & Grammar, 5267707011, Writing, Research & Publishing Guides, 1000, Subjects, 283155, Books, 468220, Business & Finance, 491564, Accounting, 684243011, Banking, 491578, Business Communication, 684244011, Business Development, 491580, Business Ethics, 491506, Business Law, 491584, Economics, 684245011, Entrepreneurship, 491594, Finance, 491602, Human Resources, 684246011, International Business, 684247011, Investments & Securities, 684248011, Management, 491624, Marketing, 684249011, Real Estate, 684250011, Sales, 465600, New, Used & Rental Textbooks, 2349030011, Specialty Boutique, 283155, Books

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Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century) - Gerard J. (Joseph) Tellis
Vergriffenes Buch, derzeit bei uns nicht verfügbar.
(*)
Gerard J. (Joseph) Tellis:
Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century) - Taschenbuch

ISBN: 0761922539

[SR: 1077519], Paperback, [EAN: 9780761922537], SAGE Publications, Inc, SAGE Publications, Inc, Book, [PU: SAGE Publications, Inc], SAGE Publications, 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., 268290, Management, 659904, Balanced Scorecard, 268302, Budgeting & Finance, 659902, Business Process Reengineering, 659908, Call Centre Management, 659906, Change Management, 659910, Distribution, 659912, Human Resources, 268305, Information Management, 659926, Knowledge Management, 268098, Management Accounting, 268295, Management Science, 659930, Management Skills, 268306, Office Management, 268296, Operational Research, 268297, Organisational Theory & Behaviour, 268308, Production & Quality Control, 268298, Project Management, 268309, Purchasing & Supply, 268299, Quality Assurance & Total Quality Management, 268321, Sales & Marketing Management, 659964, Six Sigma, 268150, Strategy, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books, 268315, Advertising, 268314, Sales & Marketing, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books, 496718, Media & Communication Industries, 270447, Film, 496724, Press & Journalism, 496720, Radio, 496722, Television, 275700, Communication Studies, 276411, Social Sciences, 60, Society, Politics & Philosophy, 1025612, Subjects, 266239, Books

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Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century) - Gerard J. (Joseph) Tellis
Vergriffenes Buch, derzeit bei uns nicht verfügbar.
(*)
Gerard J. (Joseph) Tellis:
Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century) - Taschenbuch

ISBN: 0761922539

[SR: 1077519], Paperback, [EAN: 9780761922537], SAGE Publications, Inc, SAGE Publications, Inc, Book, [PU: SAGE Publications, Inc], SAGE Publications, 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., 268290, Management, 659904, Balanced Scorecard, 268302, Budgeting & Finance, 659902, Business Process Reengineering, 659908, Call Centre Management, 659906, Change Management, 659910, Distribution, 659912, Human Resources, 268305, Information Management, 659926, Knowledge Management, 268098, Management Accounting, 268295, Management Science, 659930, Management Skills, 268306, Office Management, 268296, Operational Research, 268297, Organisational Theory & Behaviour, 268308, Production & Quality Control, 268298, Project Management, 268309, Purchasing & Supply, 268299, Quality Assurance & Total Quality Management, 268321, Sales & Marketing Management, 659964, Six Sigma, 268150, Strategy, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books, 268315, Advertising, 268314, Sales & Marketing, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books, 496718, Media & Communication Industries, 270447, Film, 496724, Press & Journalism, 496720, Radio, 496722, Television, 275700, Communication Studies, 276411, Social Sciences, 60, Society, Politics & Philosophy, 1025612, Subjects, 266239, Books

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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 - Taschenbuch

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No Synopsis Available Effective Advertising : Understanding When, How, and Why Advertising Works, 9780761922537, Book, Textbook Books > Business & Economics > Marketing, Advertising, and Sales Paperback, SAGE Publications, Inc

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Effective Advertising Understanding When How and Why Advertising Works - Gerard J. Tellis Kamal P.
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ISBN: 9780761922537

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Effective Advertising Understanding When How and Why Advertising Works Author :Gerard J. Tellis Kamal P. 9780761922537 0761922539, [PU: SAGE Publications]

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

'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): 9780761922537
ISBN (ISBN-10): 0761922539
Taschenbuch
Erscheinungsjahr: 2003
Herausgeber: SAGE PUBN INC
216 Seiten
Gewicht: 0,295 kg
Sprache: eng/Englisch

Buch in der Datenbank seit 03.06.2007 20:28:34
Buch zuletzt gefunden am 21.12.2017 21:31:00
ISBN/EAN: 9780761922537

ISBN - alternative Schreibweisen:
0-7619-2253-9, 978-0-7619-2253-7


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