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.
Advertising's Dynamic and Content Effects
Advertising's Dynamic and Content Effects
Market studies on advertising effectiveness have focused on three other aspects of advertising, in addition to the three discussed in the previous chapter: carryover effects of advertising, wear in and wearout, and the effects of ad content. This chapter uses the term dynamics to refer jointly to the issues of carryover, wearin, and wearout, because they deal with the effects of advertising over time. The chapter next reviews studies on each of these three topics.
Findings about Advertising Carryover
The analysis of advertising carryover is important for several reasons. First, the total effect of advertising depends on the instantaneous effect plus any carryover. If the carryover is substantial, then ignoring this component can grossly underestimate the true effect ...
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