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Author Name    Gerard J. Tellis

Title   Effective Advertising: Understanding When, How, and Why Advertising Works

Binding   Paperback

Book Condition   New

Edition   First Edition

Size   5.5" x 8.5"

Publisher   New Delhi, India Sage Publications 2004

ISBN    8178293706 / 9788178293707

Seller ID   032191

Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work. Printed Pages: 214.


Price = 6.50 USD

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