Effective Advertising : Understanding When, How, and Why Advertising Works
Language: English
Published by SAGE Publications, Incorporated, 2003
- Softcover
- Used
Seller: Better World Books, Mishawaka, IN, U.S.A.Better World Books
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Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
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- Title
- Effective Advertising : Understanding When, How, and Why Advertising Works
- Author
- Tellis, Gerard J.
- Publisher
- SAGE Publications, Incorporated
- Publication year
- 2003
- Condition
- Good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0761922539
- ISBN 13
- 9780761922537
- Item weight
- 0.626 pounds
- Dimensions
- N/A
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 Florida
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, such as:
* Advertising has a powerful influence on consumers 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.
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Better World Books
Mishawaka, IN, U.S.A.
AbeBooks seller since August 3, 2006
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Better World Books (https://www.BetterWorldBooks.com) is a for-profit, socially conscious business and a global online bookseller that collects and sells new and used books online, matching each purchase with a book donation. Each sale generates funds for literacy and education initiatives in the U.S., the UK, and around the world. Since its launch in 2003, Better World Books has raised $33 million for libraries and literacy, donated over 32 million books, and reused or recycled more than 397 million books.…
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