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

Total holds: 0

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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