Effective advertising : understanding when, how, and why advertising works /

"Effective Advertising: Understanding When, How, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. I...

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Détails bibliographiques
Cote:Libro Electrónico
Auteur principal: Tellis, Gerard J., 1950-
Format: Électronique eBook
Langue:Inglés
Publié: Thousand Oaks, Calif. : Sage Publications, ©2004.
Collection:Marketing for a new century.
Sujets:
Advertising.
Consumers > Attitudes.
Advertising
Publicité.
Consommateurs > Attitudes.
advertising.
BUSINESS & ECONOMICS > Advertising & Promotion.
Consumers > Attitudes
Werbewirkung
Reclame.
Effectiviteit.
Comportement du consommateur.
Publicité
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