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.
Research Designs to Assess Advertising Effectiveness
Research Designs to Assess Advertising Effectiveness
We can evaluate advertising effectiveness through a variety of methods, which can be broadly grouped into two traditional approaches: the laboratory experiment and the field approach. Each of these approaches has roots in different disciplines, focuses on different variables, and serves different goals. In general, the laboratory approach falls within the behavioral paradigm (see Chapter 4), and the field approach falls within the modeling paradigm. Neither of these approaches is universally superior; each has its advantages and disadvantages. Ideally, using both approaches together, or developing a hybrid method that combines the strengths of each, is better than using either one alone. Most advertising research today relies on either one or the other approach. Thus, ...
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