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...
| Основен автор: | Tellis, Gerard J., 1950- |
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| Формат: | Електронна книга |
| Език: | English |
| Публикувано: |
Thousand Oaks, Calif. :
Sage Publications,
℗♭2004.
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| Серия: |
Marketing for a new century.
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| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=474275 |
| Резюме: |
"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. |
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| Физически характеристики: |
1 online resource (203 pages) : illustrations. |
| Формат: |
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. |
| Библиография: |
Includes bibliographical references and index. |
| ISBN: |
9781452262710 1452262713 9781452229379 1452229376 |