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

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

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Tellis, Dr. Gerard J. J.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Thousand Oaks : SAGE Publications, 2003.
Colección:Marketing for a new century.
Temas:
Advertising.
Consumers > Attitudes.
Publicité.
Consommateurs > Attitudes.
advertising.
Advertising
Consumers > Attitudes
Werbewirkung
Werbewirkungsanalyse
Werbewirkungsforschung
Reclame.
Effectiviteit.
Comportement du consommateur.
Acceso en línea:Texto completo
Descripción
Sumario:Understanding Effective Advertising: How, When, and Why Advertising Works 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. The first comprehensive book on advertising effectiveness, Underst.
Descripción Física:1 online resource (217 pages)
ISBN:9781452262710
1452262713
9781452276748
1452276749

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