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.

Endorsement in Advertising

Endorsement in advertising

Britney Spears. Tiger Woods. Michael Jordan. These names are symbols of the role of endorsers in advertising today. Indeed, firms spend millions of dollars to sign up such celebrities to endorse their products. Some brands, such as Perdue Chicken and Norton Utilities, were built around the image of a personality (Frank Perdue and Peter Norton, respectively). Some popular endorsers such as Michael Jordan earn as much as $40 million a year from endorsements alone.1 Endorsement contracts are now so lucrative that many professionals in sports and entertainment direct their careers to this end. In some sports, such as track and field, winning at the Olympics has pretty much become a means to subsequent endorsement contracts. Athletes in demanding sports such ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles