Tellis, Gerard J.,  1950- <br/><br/>
Effective advertising :  understanding when, how, and why advertising works / 
by Gerard J. Tellis. 
 - Thousand Oaks, Calif. :  SAGE,  c2004. 
 - 203 p. :  ill. ;  23 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780761922537 (pbk.) 0761922539 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Consumers--Attitudes.
<br/><br/><label>Dewey Class. No.: </label>659.1  / TEL