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Effective Advertising : Understanding When, How, and Why Advertising Works (Marketing for a New Century)
Effective Advertising Understanding When How and Why Advertising Works - Marketing for a New Century
Author: Gerard J. Tellis
"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 c...  more »

--Alan G. Sawyer, University of Florida

Effective Advertising: How, When, and Why Ads Work reviews 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. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising 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:

* Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades* If an ad fails initially, repetition will ensure its ultimate success* Ads need only one to three exposures to succeed* Advertising by argument is the most effective method* The best ads are unique and original* Advertising is very profitableTellis then provides alternatives and establishes the following truths about advertising:

* Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile* The effects of advertising are short-lived* If ads are not initially effective, repetition will not make them more effective* Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads* Advertising by emotion may have the most effective appeal* Templates can yield very effective ads* Advertising is often unprofitableEffective 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.
ISBN-13: 9780761922520
ISBN-10: 0761922520
Publication Date: 11/25/2003
Pages: 216
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Publisher: SAGE Publications
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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