Effective Advertising: Understanding When, How and Why Advertising Works

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Condition: Used - Very Good

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Condition Note: No pen/pencil marks (except previous owner's details).

About the Book:

Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.

Author: J. Gerard Tellis
Publisher: Sage Response; First edition (1 March 2004)
Language: English
Format: Paperback
ISBN: 9788178293707

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Effective Advertising: Understanding When, How and Why Advertising Works