Effective Advertising: Understanding When How, and Why Advertising Works
Author Gerald J. Tellis ISBN 8178293706 Publisher Response Books, First published-2004 Pages 201 Size 15.5 x 24 x 1 cm, PB Weight 350 g. Our Price Rs. 1,050.00
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.