Effective advertising understanding when, how, and why advertising works
Effective advertising: understanding when, how, and why advertising works
Gespeichert in:
Bibliographische Detailangaben
1. Verfasser: Tellis, Gerard J. 1950- (VerfasserIn)
Format: Elektronisch E-Book
Sprache:English
Veröffentlicht: Thousand Oaks, Calif. Sage Publications © 2004
Schlagworte:
Publicité
Consommateurs / Attitudes
BUSINESS & ECONOMICS / Advertising & Promotion
Advertising
Consumers / Attitudes
Reclame
Effectiviteit
Comportement du consommateur
Werbewirkung
Wirtschaft
Consumers > Attitudes
Werbewirkungsforschung
Werbewirkungsanalyse
Online-Zugang:Volltext
Beschreibung:Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002
Includes bibliographical references and index
pt. I. Understanding advertising -- 1. Evaluating advertising -- Importance of advertising in modern economies -- Summary -- Problems evaluating advertising effectiveness -- Explanation of key terms -- 2. Sweet, secret workings of advertising -- Myths about advertising effectiveness -- Truth about advertising -- Effects of advertising intensity -- Dynamic effects of advertising -- Effects of ad campaigns -- Effects of advertising creative -- Contingent effects of advertising -- 3. A general theory of firms' advertising -- Why firms advertise : theory of advertising demand -- Supply exceeds demand -- Knowledge about the supplier or product is low -- Confidence in the supplier or product is low -- Demand exceeds supply -- Why big successes are rare : theory of advertising effectiveness -- Inattention to advertising -- Resistance to persuasion -- Miscomprehension of ad messages -- Imitation of effective techniques -- Why firms persist with ineffective ads : theory of advertising supply -- Lack of field tests and tracking -- Conflict of interest with the ad agency -- Competitive pressure -- Incentive system -- Budgeting system -- Price support -- Trade support -- Summary -- 4. Measures of advertising's effectiveness -- Definition and classification of advertising variables -- Measures of inputs -- Measures of outcomes -- Measures of processes -- Paradigms of research -- Models of the hierarchy of effects -- Learning hierarchy -- Dissonance/attribution hierarchy -- Low-involvement hierarchy -- Relevance of the hierarchy of effects -- Summary -- 5. Research designs to assess advertising effectiveness -- Laboratory experiment -- Basic terms -- Evaluating experiments -- Field approach -- Econometric models -- Evaluation of the field approach -- Hybrid approaches -- Market experiments -- Single-source data -- Summary
pt. II. Findings from market studies : when and how much advertising works -- 6. Market effects of advertising intensity -- Classification of studies -- Findings about advertising weight -- Anheuser-Busch experiments, 1963-1968 -- Experiments at Grey Advertising and D'Arcy Advertising -- AdTel experiments -- Aaker and Carman's (1982) review of experiments -- Campbell Soup experiments -- Experiments at Information Resources, Inc. -- Summary -- Findings about advertising elasticity -- Meta-Analysis -- Assmus, Farley, and Lehmann (1984) -- Sethuraman and Tellis (1991) -- Findings about advertising frequency -- McDonald (1971) -- Tellis (1988a) -- Pedrick and Zufryden (1991) -- Deighton, Henderson, and Neslin (1994) -- Jones (1995) -- Summary -- Findings about advertising weight -- Findings about advertising elasticity -- Findings about advertising frequency -- 7. Advertising's dynamic and content effects -- Findings about advertising carryover -- Clarke (1976) -- Leone (1995) -- Tellis, Chandy, and Thaivanich (2000) -- Mela, Gupta, and Lehmann (1995) -- Information Resources, Inc. experiments -- Dekimpe and Hanssens (1995) -- Findings about advertising wearin and wearout -- Greenberg and Sutton (1973) -- Pechmann and Stewart (1992) -- Tellis, Chandy, and Thaivanich (2000) -- Henderson Blair (2000) -- Other studies -- Findings about advertising content -- Chandy, Tellis, MacInnis, and Thaivanich (2001) -- MacInnis, Rao, and Weiss (2002) -- Summary -- Findings about advertising carryover -- Findings about wearin -- Findings about wearout -- Findings about content
pt. III. Findings from experimental studies : how and why advertising works -- 8. Advertising as persuasion -- Routes of persuasion -- Choice of routes -- Stability of persuasion -- Low-involvement or passive processing -- Mere exposure -- Priming -- Soft-sell messages -- Subliminal advertising -- Repetition in persuasion -- Factors influencing repetition -- Theories explaining repetition -- Summary -- 9. Argument in advertising -- How argument persuades -- Argument strategy -- Comparative argument -- Refutational argument -- Rhetorical question -- Innoculative argument -- Framing -- Supportive argument -- Summary -- 10. Emotion in advertising -- How do emotions work? -- Modes of persuasion -- Advantages of emotion -- Disadvantages of emotion -- When do emotions work? -- Methods of arousing emotions -- Drama, story, and demonstration -- Humor -- Music -- Role of specific emotions -- Irritation -- Warmth -- Fear -- Ennobling emotions -- Summary -- 11. Endorsement in advertising -- Types of endorsers -- Experts -- Celebrities -- Lay endorsers -- Why endorsements work -- Source credibility theory -- Source attractiveness theory -- Meaning transfer theory -- When to use endorsers -- Domain of the theories -- Audience conditions -- Cost-effectiveness -- Communication modes -- Strategic implications -- Choosing endorsers -- Discreet use of celebrities -- Screening for endorsers -- Managing endorsers -- Avoiding stereotypes -- 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."--Jacket
Beschreibung:1 Online-Ressource (203 pages)
ISBN:9781452262710
1452262713

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