Effective Advertising
Title | Effective Advertising PDF eBook |
Author | Gerard J. Tellis |
Publisher | SAGE Publications |
Pages | 217 |
Release | 2003-11-20 |
Genre | Business & Economics |
ISBN | 1452262713 |
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.
Effective Advertising and Social Media
Title | Effective Advertising and Social Media PDF eBook |
Author | Gerard Tellis |
Publisher | |
Pages | 287 |
Release | 2019-07-31 |
Genre | Advertising |
ISBN | 9781524923211 |
Handbook of Research on Effective Advertising Strategies in the Social Media Age
Title | Handbook of Research on Effective Advertising Strategies in the Social Media Age PDF eBook |
Author | Ta?k?ran, Nurdan Öncel |
Publisher | IGI Global |
Pages | 539 |
Release | 2015-02-28 |
Genre | Business & Economics |
ISBN | 1466681268 |
Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.
Effective Advertising
Title | Effective Advertising PDF eBook |
Author | Gerard J. Tellis |
Publisher | SAGE |
Pages | 217 |
Release | 2003-11-20 |
Genre | Business & Economics |
ISBN | 1452276749 |
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "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 chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida 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, 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 profitable Tellis 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 unprofitable 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.
Strategic Copywriting
Title | Strategic Copywriting PDF eBook |
Author | Edd Applegate |
Publisher | Rowman & Littlefield |
Pages | 311 |
Release | 2015-11-05 |
Genre | Business & Economics |
ISBN | 1442244097 |
When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising—whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms—are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works—or not—and why.
Effective Advertising
Title | Effective Advertising PDF eBook |
Author | United States. Small Business Administration |
Publisher | |
Pages | 92 |
Release | 1965 |
Genre | Advertising |
ISBN |
Effective Television Advertising
Title | Effective Television Advertising PDF eBook |
Author | David W. Stewart |
Publisher | Free Press |
Pages | 178 |
Release | 1986 |
Genre | Business & Economics |
ISBN | 9780669117516 |