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Könyv Effective Advertising Gerald J. Tellis

Effective Advertising

Understanding When, How, and Why Advertising Works

Szerző: Gerald J. Tellis
Nyelv: Angol
Kötés: Kemény kötésű
Kiadó: SAGE Publications Inc
Elérhetőség: Beszállítói készleten
Küldés 14-20 napon belül
38 221 Ft
'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike s...

Információk a könyvről

Szerző
Gerald J. Tellis
Nyelv
Angol
Kötés
Könyv - Kemény kötésű
Kiadva
2004
oldal
216
EAN
9780761922520
ISBN
0761922520
Enbook ID
04684255
Kiadó
SAGE Publications Inc
Súly
420
Méretek
152 x 228 x 17

Teljes leírás

'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book' - Alan G. Sawyer, University of Florida Understanding Effective Advertising: How, When, and Why Ads Work 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.

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