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.

Market Effects of Advertising Intensity

Market effects of advertising intensity

As stated in Chapter 4, researchers have used two paradigms to assess the effects of advertising: the behavioral paradigm and the modeling paradigm. The behavioral paradigm has been used primarily to examine the effects of advertising content on mental processes. This paradigm has been used predominantly in laboratory experiments or theater tests. Because an experiment involves a careful design of variables in an artificial environment, it provides a strong test of causality but is low on relevance to real markets (see Chapter 5 for a discussion). Chapters 8, 9, 10, and 11 review the findings from this research paradigm.

Researchers have used the modeling paradigm primarily to examine the market effects of advertising intensity. Because the focus ...

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