Understanding Effective Advertising: How, When, and Why Advertising Works 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…mehr
Understanding Effective Advertising: How, When, and Why Advertising Works 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.
Gerard J. Tellis (PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in public policy, virality on social media, diffusion of innovations, advertising, and global market entry. He has published 7 books and over 200 papers (http://www.gtellis.net ) that have won over 27,000 citations in Google Scholar. His publications have won over 25 awards, including the AMA-IRWIN-McGraw Hill Distinguished Educator, Long Term Impact Marketing Science, Frank M. Bass, William F. O¿Dell (twice), and Harold D. Maynard (twice) awards. Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam and a Fellow of Sidney Sussex College, Cambridge University, UK. He is President of ISMS and was an Associate Editor of Marketing Science and Journal of Marketing Research. Previously he was a Trustee of the Marketing Science Institute, the Treasurer and VP External Affairs of ISMS, and a Sales Development Manager of Ethnor/ Johnson & Johnson. In his spare time he is a fruit gardener and a rock collector.
Inhaltsangabe
1. 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
1. 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
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