TY  - BOOK
AU  - Tellis, Gerard J. 
TI  -  Effective advertising : : understanding when, how, and why advertising works
SN  - 9788178293707
U1  - 659.1 TEL 
PY  - 2004///
CY  - New Delhi
PB  - Respone Books, a division of Sage Publications
KW  - Advertising Research
KW  - Consumers Attitudes
KW  - Marketing Management
N1  - 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
UR  - https://catdir.loc.gov/catdir/toc/ecip046/2003016016.html
ER  -