TY  - BOOK
AU  - Tellis, Gerad J.
TI  - Effective advertising : understanding when, how, and why advertising works
SN  - 9788178293707
U1  - 659.1 
PY  - 2004///
CY  - New Delhi: 
PB  - Sage Publication India
KW  - advertising
KW  - attitudes
KW  - consumers
KW  - management
KW  - marketing
KW  - research
ER  -