Effective advertising
understanding when, how, and why advertising works
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Author
Publication
2004 - Sage Publications, Thousand Oaks, Calif, California
Language
English
Word Count
50,750 words, Guess
Page Count
203 pages
Identifiers
- Internet Archiveeffectiveadverti0000tell
- ISBN-139780761922520
- ISBN-139780761922537
- ISBN-100761922520
- ISBN-100761922539
and 6 more
- Goodreads506348
- Library of Congress Control Number2003016016
- OCLC Control Number52721157
- Better World Books9780761922520
- Better World Books9780761922537
- Open LibraryOL15577941M
Classifications
- LCCHF5823 .T273 2004
- LCCHF5823.T273 2004
Description
"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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- Effective advertising
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