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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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Tellis, Gerard J., 1950-
Format: Electronic eBook
Language:Inglés
Published: Thousand Oaks, Calif. : Sage Publications, ©2004.
Series:Marketing for a new century.
Subjects:
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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