Effective Advertising 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024


Effective Advertising

简体网页||繁体网页
Gerard J. Tellis 作者
Sage Publications, Inc
译者
2003-11-20 出版日期
216 页数
USD 40.95 价格
Paperback
丛书系列
9780761922537 图书编码

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Effective Advertising 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Effective Advertising 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Effective Advertising 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024



Effective Advertising 在线电子书 用户评价

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任何书变成教材都是【噩梦】……但是真的很好T_T

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它欺骗了我 让我以为我们的考试会很简单 这是教科书有没有 我们答案不能像教科书有没有

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任何书变成教材都是【噩梦】……但是真的很好T_T

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它欺骗了我 让我以为我们的考试会很简单 这是教科书有没有 我们答案不能像教科书有没有

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它欺骗了我 让我以为我们的考试会很简单 这是教科书有没有 我们答案不能像教科书有没有

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Effective Advertising 在线电子书 图书描述

<strong>Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!</strong><br /><br /><em>"Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book."</em><br />--Alan G. Sawyer, <em>University of Florida</em><br /><br /><strong>Effective Advertising: How, When, and Why Advertising Works </strong>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. </p>

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. <span>Tellis</span> distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as:<br /><br />* Advertising has a powerful influence on consumers and often generates consumer need</p>

* The effects of advertising persist for decades</p>

* If an ad fails initially, repetition will ensure its ultimate success</p>

* Ads need only one to three exposures to succeed</p>

* Advertising by argument is the most effective method</p>

* The best ads are unique and original</p>

* Advertising is very profitable</p>

<span>Tellis</span> then provides alternatives and establishes the following truths about advertising:<br /><br /></p>

* Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile</p>

* The effects of advertising are short-lived</p>

* If ads are not initially effective, repetition will not make them more effective</p>

* Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads</p>

* Advertising by emotion may have the most effective appeal</p>

* Templates can yield very effective ads</p>

* Advertising is often unprofitable</p>

Effective Advertising will be an important addition to courses at the graduate or undergraduate level in <span>advertising</span>, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.</p>

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