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

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Tellis, Gerald J. 作者

Sage Pubns

译者

2003-11 出版日期

216 页数

$ 138.99 价格

HRD

丛书系列

9780761922520 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

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'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' - Alan G. Sawyer, University of Florida Understanding Effective Advertising: How, When, and Why Ads Work 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.

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