Effective advertising : understanding when, how, and why advertising works / by Gerard J. Tellis.
By: Tellis, Gerard J
.
Publisher: Thousand Oaks, Calif. : SAGE, c2004Description: 203 p. : ill. ; 23 cm.ISBN: 9780761922537 (pbk.); 0761922539 (pbk.).Subject(s): Advertising | Consumers -- AttitudesDDC classification: 659.1 | Item type | Current location | Call number | Copy number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|---|
| Main Collection | Taylor's Library-TU | 659.1 TEL (Browse shelf) | 1 | Available | SOMAC,37000,03,CL | 5000032259 |
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| 659.1 SUG | 659.132 SUG 2007 The Adweek copywriting handbook : | 659.1 SUG 2007 | 659.132 SUG 2007 The Adweek copywriting handbook : | 659.1 TAI 2010 Advertising : | 659.1 TEL Effective advertising : | 659.1 TWI 2000 Twenty ads that shook the world : | 659.1 VEK 2015 100 ideas that changed advertising / | 659.1 VIL Advertising basics! : |
Includes bibliographical references and index.
Part I. Understanding advertising: 1. Evaluating advertising - 2. Sweet, secret workings of advertising - 3. A general theory of firms' advertising - 4. Measures of advertising's effectiveness - 5. Research designs to addess advertising effectiveness -- Part II. Findings from market studies: When and how much advertising works: 6. Market effects of advertising intensity - 7. Advertising's dynamic and content effects -- Part III. Findings from experimental studies: How and why advertising works: 8. Advertising as persuasion - 9. Argument in advertising - 10. Emotion in advertising - 11. Endorsement in advertising.