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Kniha Effective Advertising Gerald J. Tellis

Effective Advertising

Understanding When, How, and Why Advertising Works

Autor: Gerald J. Tellis
Jazyk: Angličtina
Väzba: Pevná
Vydavateľ: SAGE Publications Inc
Dostupnosť: Skladom u dodávateľa
Odosielame za 14-20 dní
108.22 €
'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike s...

Informácie o knihe

Autor
Gerald J. Tellis
Jazyk
Angličtina
Väzba
Kniha - Pevná
Vydalo
2004
Stránok
216
EAN
9780761922520
ISBN
0761922520
Enbook ID
04684255
Vydavateľ
SAGE Publications Inc
Hmotnosť
420
Rozmery
152 x 228 x 17

Kompletný popis

'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book' - Alan G. Sawyer, University of Florida Understanding Effective Advertising: How, When, and Why Ads Work reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work.

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