Summary
Contents
Subject index
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.
Emotion in Advertising
Emotion in Advertising
Many people assume that the most effective advertising consists of arguments supported by clear evidence. Many people also think that emotional or funny ads are frivolous and ineffective; the only ads that work are those that embody strong arguments. These beliefs rely on the assumption that most consumers make decisions based on the comparative performance of rival brands on specific characteristics. Actually, as suggested in the previous chapter, the use of emotions can be an effective and powerful means of persuasion.
Emotion is probably one of the least understood of mental activities. Indeed, until recently advertising researchers did not focus much on emotions. Over the past decade, that situation has begun to change, though our understanding of emotions is still fairly ...
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