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AuthorTellis, Gerard J., 1950-TitleEffective advertising : understanding when, how, and why advertising works / by Gerard J. Tellis.PublishedThousand Oaks, Calif. : Sage Publications, c2004.FormatBook
Description203 p. : ill. ; 24 cm.

LinkTable of contents http://www.loc.gov/catdir/toc/ecip046/2003016016.html
NotesIncludes bibliographical references and index.
ContentsUnderstanding Advertising -- Evaluating Advertising -- Importance of Advertising in Modern Economies -- Problems Evaluating Advertising Effectiveness -- Sweet, Secret Workings of Advertising -- Myths About Advertising Effectiveness -- Truth About Advertising -- A General Theory of Firms’ Advertising -- Why Firms Advertise: Theory of Advertising Demand -- Why Big Successes Are Rare: Theory of Advertising Effectiveness -- Why Firms Persist With Ineffective Ads: Theory of Advertising Supply -- Measures of Advertising’s Effectiveness -- Definition and Classification of Advertising Variables -- Research Designs To Assess Advertising Effectiveness -- Laboratory Experiment -- Field Approach -- Hybrid Approaches -- Finds from Market Studies: When and How Much Advertising Works -- Market Effects of Advertising Intensity -- Classification of Studies -- Findings About Advertising Weight -- Findings About Advertising Elasticity -- Findings About Advertising Frequency -- Advertising’s Dynamic and Content Effects -- Findings From Market Studies About Advertising Carryover -- Findings About Advertising Wearin and Wearout -- Findings About Ad Content -- Findings About Advertising Content -- Findings from Experimental Studies: How and Why Advertising Works -- Advertising as Persuasion -- Routes of Persuasion -- Low Involvement or Passive Processing -- Repetition in Persuasion -- Argument In Advertising -- How Argument Persuades -- Argument Strategy -- Emotion in Advertising -- How Do Emotions Work? -- When Do Emotions Work? -- Role of Specific Emotions -- Endorsement in Advertising -- Types of Endorsers -- Why Endorsements Work -- When to Use Endorsers -- Strategic Implications.
ISBN0761922520 (cloth)0761922539 (paper)SubjectAdvertising.
Consumers -- Attitudes.

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