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37%OFFGerard J. Tellis - Effective Advertising: Understanding When, How, and Why Advertising Works - 9780761922537 - V9780761922537
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Effective Advertising: Understanding When, How, and Why Advertising Works

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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

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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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

Goodreads reviews for Effective Advertising: Understanding When, How, and Why Advertising Works


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