Effective Advertising: Understanding When, How, and Why Advertising Works
Gerard J. Tellis
€ 138.82
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Description for Effective Advertising: Understanding When, How, and Why Advertising Works
Paperback. Series: Marketing for a New Century. Num Pages: 216 pages, Illustrations. BIC Classification: KJSA; KNT. Category: (U) Tertiary Education (US: College). Dimension: 229 x 153 x 11. Weight in Grams: 314.
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
... Read more
Product Details
Format
Paperback
Publication date
2004
Publisher
SAGE Publications Inc United States
Number of pages
216
Condition
New
Series
Marketing for a New Century
Number of Pages
216
Place of Publication
Thousand Oaks, United States
ISBN
9780761922537
SKU
V9780761922537
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-2
About Gerard J. Tellis
Gerard J. Tellis (PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in public policy, virality on social media, diffusion of innovations, advertising, and global market entry. He has published 7 books and ... Read more
Reviews for 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 ... Read more