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.
Measures of Advertising's Effectiveness
Measures of Advertising's Effectiveness
Advertising can have a variety of effects on human thoughts, attitudes, feelings, and behavior. Researchers have used a variety of measures to assess advertising and its effects. To understand how advertising works, we first need to describe all variables and understand how they relate to each other.
This chapter defines the most common and important measures within a simple classification scheme. It then describes how they relate to each other. Researchers have long suspected that the effects of advertising are related in a sequential chain so that response on one variable leads to response on another. Such a chain of sequential responses is called the hierarchy of effects. The hierarchy of effects provides a convenient framework to relate all ...
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