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Effective advertising : understanding when, how, and why advertising works

Tellis, Gerard J.

Effective advertising : understanding when, how, and why advertising works by Gerard J. Tellis - New Delhi: Response Books 2004 - 201p., ind. 24 cm x 16 cm

ISBN: 8178293706

Subjects--Topical Terms:
advertising
advertising as persuasion
advertising effectiveness
argument
consumers attitudes
emotion
endorsement
field approach
hybrid approaches
laboratory experiment
market studies
research designs

Dewey Class. No.: 659.1 / TEL

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