Effective advertising : understanding when, how, and why advertising works / Gerard J. Tellis

By:

Tellis, Gerard J

Material type: Text

TextPublication details: New Delhi : Respone Books, a division of Sage Publications, c2004.Description: [ca ix], 201 p. : ill. ; 23 cmISBN:

9788178293707

Subject(s):

DDC classification:

659.1 TEL

Online resources:

Click here to access online

Contents:

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

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	659.1 TEL (Browse shelf(Opens below))	1	Available		0067452

Total holds: 0

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Previous	659.1 SET The practice of public relations	659.1 SHA Advertising planning and imlementation /	659.1 SIS Advertising media planning /	659.1 TEL Effective advertising : understanding when, how, and why advertising works	659.1 TEL Effective advertising : understanding when, how and why advertising works/	659.1 TEL Effective advertising : understanding when, how and why advertising works/	659.1 WEL Advertising principles and practice /	Next

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

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