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"Effective Advertising: Understanding When, How, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. 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." "Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields."--BOOK JACKET
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Previews available in: English
Subjects
Attitudes, Advertising, Consumers, Consumer behaviorShowing 3 featured editions. View all 3 editions?
Edition | Availability |
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1
Effective advertising: understanding when, how, and why advertising works
2004, Sage Publications
in English
0761922520 9780761922520
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2
Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century)
November 25, 2003, Sage Publications, Inc
Hardcover
in English
0761922520 9780761922520
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zzzz
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WorldCat
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3
Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century)
November 20, 2003, Sage Publications, Inc
Paperback
in English
0761922539 9780761922537
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- Created April 29, 2008
- 6 revisions
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August 6, 2010 | Edited by IdentifierBot | added LibraryThing ID |
April 24, 2010 | Edited by Open Library Bot | Fixed duplicate goodreads IDs. |
April 16, 2010 | Edited by bgimpertBot | Added goodreads ID. |
April 14, 2010 | Edited by Open Library Bot | Linked existing covers to the edition. |
April 29, 2008 | Created by an anonymous user | Imported from amazon.com record. |