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...
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Thousand Oak[u.a.]
Sage Publications
2004
|
| Subjects: | |
| Online Access: | Table of contents |
| Summary: | "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. 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." "Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields."--BOOK JACKET. |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | 203 S. Ill., graph. Darst. |
| ISBN: | 0761922520 0761922539 |
Staff View
MARC
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| 520 | 1 | |a "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. 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." "Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields."--BOOK JACKET. | |
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Record in the Search Index
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| author | Tellis, Gerard J. 1950- |
| author_GND | (DE-588)137812639 |
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| building | Verbundindex |
| bvnumber | BV019623080 |
| callnumber-first | H - Social Science |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 634 |
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| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV019623080 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:01:34Z |
| institution | BVB |
| isbn | 0761922520 0761922539 |
| language | English |
| lccn | 2003016016 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-012952412 |
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| physical | 203 S. Ill., graph. Darst. |
| publishDate | 2004 |
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| spelling | Tellis, Gerard J. 1950- Verfasser (DE-588)137812639 aut Effective advertising understanding when, how, and why advertising works Gerard J. Tellis Thousand Oak[u.a.] Sage Publications 2004 203 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "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. 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." "Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields."--BOOK JACKET. Comportement du consommateur rasuqam Consommateurs - Attitudes Effectiviteit gtt Publicité Publicité rasuqam Reclame gtt Advertising Consumers Attitudes Werbewirkung (DE-588)4189647-6 gnd rswk-swf Werbewirkungsanalyse (DE-588)4244492-5 gnd rswk-swf Werbewirkungsforschung (DE-588)4189648-8 gnd rswk-swf Werbewirkung (DE-588)4189647-6 s DE-604 Werbewirkungsanalyse (DE-588)4244492-5 s DE-188 Werbewirkungsforschung (DE-588)4189648-8 s http://www.loc.gov/catdir/toc/ecip046/2003016016.html Table of contents |
| spellingShingle | Tellis, Gerard J. 1950- Effective advertising understanding when, how, and why advertising works Comportement du consommateur rasuqam Consommateurs - Attitudes Effectiviteit gtt Publicité Publicité rasuqam Reclame gtt Advertising Consumers Attitudes Werbewirkung (DE-588)4189647-6 gnd Werbewirkungsanalyse (DE-588)4244492-5 gnd Werbewirkungsforschung (DE-588)4189648-8 gnd |
| subject_GND | (DE-588)4189647-6 (DE-588)4244492-5 (DE-588)4189648-8 |
| title | Effective advertising understanding when, how, and why advertising works |
| title_auth | Effective advertising understanding when, how, and why advertising works |
| title_exact_search | Effective advertising understanding when, how, and why advertising works |
| title_full | Effective advertising understanding when, how, and why advertising works Gerard J. Tellis |
| title_fullStr | Effective advertising understanding when, how, and why advertising works Gerard J. Tellis |
| title_full_unstemmed | Effective advertising understanding when, how, and why advertising works Gerard J. Tellis |
| title_short | Effective advertising |
| title_sort | effective advertising understanding when how and why advertising works |
| title_sub | understanding when, how, and why advertising works |
| topic | Comportement du consommateur rasuqam Consommateurs - Attitudes Effectiviteit gtt Publicité Publicité rasuqam Reclame gtt Advertising Consumers Attitudes Werbewirkung (DE-588)4189647-6 gnd Werbewirkungsanalyse (DE-588)4244492-5 gnd Werbewirkungsforschung (DE-588)4189648-8 gnd |
| topic_facet | Comportement du consommateur Consommateurs - Attitudes Effectiviteit Publicité Reclame Advertising Consumers Attitudes Werbewirkung Werbewirkungsanalyse Werbewirkungsforschung |
| url | http://www.loc.gov/catdir/toc/ecip046/2003016016.html |
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