{"product_id":"effective-advertising-9780761922537","title":"Effective Advertising","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eRecently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!\u003c\/strong\u003e\u003cbr\u003e\u003cbr\u003e\u003cem\u003eTellis 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.\u003c\/em\u003e\u003cbr\u003e--Alan G. Sawyer, \u003cem\u003eUniversity of Florida\u003c\/em\u003e\u003cbr\u003e\u003cbr\u003e\u003cstrong\u003eEffective Advertising: How, When, and Why Advertising Works \u003c\/strong\u003ereviews 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. \u003c\/p\u003e  \u003cp\u003eThe first comprehensive book on advertising effectiveness, \u003cb\u003eUnderstanding Effective Advertising\u003c\/b\u003e reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as:\u003cbr\u003e\u003cbr\u003e* Advertising has a powerful influence on consumers and often generates consumer need\u003c\/p\u003e  \u003cp\u003e* The effects of advertising persist for decades\u003c\/p\u003e  \u003cp\u003e* If an ad fails initially, repetition will ensure its ultimate success\u003c\/p\u003e  \u003cp\u003e* Ads need only one to three exposures to succeed\u003c\/p\u003e  \u003cp\u003e* Advertising by argument is the most effective method\u003c\/p\u003e  \u003cp\u003e* The best ads are unique and original\u003c\/p\u003e  \u003cp\u003e* Advertising is very profitable\u003c\/p\u003e  \u003cp\u003eTellis then provides alternatives and establishes the following truths about advertising:\u003cbr\u003e\u003cbr\u003e\u003c\/p\u003e  \u003cp\u003e* Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile\u003c\/p\u003e  \u003cp\u003e* The effects of advertising are short-lived\u003c\/p\u003e  \u003cp\u003e* If ads are not initially effective, repetition will not make them more effective\u003c\/p\u003e  \u003cp\u003e* Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads\u003c\/p\u003e  \u003cp\u003e* Advertising by emotion may have the most effective appeal\u003c\/p\u003e  \u003cp\u003e* Templates can yield very effective ads\u003c\/p\u003e  \u003cp\u003e* Advertising is often unprofitable\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eEffective Advertising \u003c\/b\u003ewill 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e“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.”\u003c\/p\u003e -- Alan G. Sawyer\u003cbr\u003e\"Tellis offers incredible insight into understanding when, how, and why advertising works - all in fewer that 200 pages! Drawing from an extensive review of the literature, Tellis synthesizes results into a highly readable set of conclusions, focusing on advertising′s effects on behavior and sales \/ market share that result from initial and subsequent exposures.\" -- Choice\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e1.  EVALUATING ADVERTISI NG    IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS 2. SWEET,  SECRET WORKINGS OF ADVERTISING    MYTHS ABOUT ADVERTISING EFFECTIVENESS    TRUTH ABOUT ADVERTISING 3.  A GENERAL THEORY OF FIRMS′ ADVERTISING    WHY FIRMS ADVERTISE: THEORY OF ADVERTISING DEMAND    WHY BIG SUCCESSES ARE RARE: THEORY OF ADVERTISING EFFECTIVENESS    WHY FIRMS PERSIST WITH INEFFECTIVE ADVERTISING: THEORY OF ADVERTISING SUPPLY 4.  MEASURES OF ADVERTISING′S EFFECTIVENESS    DEFINITION AND CLASSIFICATION OF ADVERTISING VARIABLES    MODELS OF THE HIERARCHY OF EFFECTS 5.  RESEARCH DESIGNS TO ASSESS ADVERTISING EFFECTIVENESS    LABORATORY EXPERIMENT    FIELD APPROACH    HYBRID APPROACHES 6.  MARKET EFFECTS OF ADVERTISING INTENSITY    CLASSIFICATION OF STUDIES    FINDINGS ABOUT ADVERTISING WEIGHT    FINDINGS ABOUT ADVERTISING ELASTICITY    FINDINGS ABOUT AD FREQUENCY 7.  ADVERTISING′S DYNAMIC AND CONTENT EFFECTS    FINDINGS FROM MARKET STUDIES ABOUT ADVERTISING CARRYOVER    FINDINGS ABOUT ADVERTISING WEARIN AND WEAROUT    FINDINGS ABOUT AD CONTENT 8.  ADVERTISING AS PERSUASION    ROUTES OF PERSUASION    LOW INVOLVEMENT OR PASSIVE PROCESSING    REPETITION IN PERSUASION 9. ARGUMENT IN ADVERTISING    HOW ARGUMENT PERSUADES    AGRUMENT STRATEGY 10.  EMOTION IN ADVERTISING    HOW DO EMOTIONS WORK?    WHEN DO EMOTIONS WORK?    METHODS OF AROUSING EMOTIONS    ROLE OF SPECIFIC EMOTIONS 11.  ENDORESEMENT IN ADVERTISING    TYPES OF ENDORSERS    WHY ENDORSEMENTS WORK    WHEN TO USE ENDORSERS    STRATEGIC IMPLICATIONS    COLLECTION OF SINGLE SOURCE DATA","brand":"SAGE Publications Inc","offers":[{"title":"Default Title","offer_id":48737180942679,"sku":"9780761922537","price":103.55,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780761922537.jpg?v=1723811032","url":"https:\/\/bookcurl.com\/products\/effective-advertising-9780761922537","provider":"Book Curl","version":"1.0","type":"link"}