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EFFECTIVE ADVERTISING: Understanding When, How, and Why Advertising Works
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EFFECTIVE ADVERTISING: Understanding When, How, and Why Advertising Works
By
Gerard J. Tellis
Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.
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