Author:Gerard J. Tellis

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

By: Gerard J. Tellis

Price: $6.50

Publisher: New Delhi, India, Sage Publications: 2004

Edition: First Edition

Seller ID: 032191

ISBN: 8178293706

Condition: New


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. View more info