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 as Persuasion

Advertising as persuasion

The previous chapters emphasized how changes in the weight of advertising alone were insufficient to increase sales and market share. On the other hand, changes in the content of ads were a primary means of increasing their effectiveness. Unfortunately, there are only a few market studies about how such changes affect the sales or market share of a brand. However, a wealth of laboratory studies do show how advertising, especially its content, persuades consumers. Most of these studies rely on experiments or theater tests (see Chapter 5). These have occurred in diverse fields such as psychology, communication, marketing, consumer behavior, and advertising. Because such research has not been tested in real markets, the results need to be treated with some ...

  • 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