Tellis, Gerard J. <br/><br/>
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 
<br/><br/><label>ISBN: </label>8178293706 
<br/><br/><label>Subjects--Topical Terms: </label><br/>advertising<br/>advertising as persuasion<br/>advertising effectiveness<br/>argument<br/>consumers attitudes<br/>emotion<br/>endorsement<br/>field approach<br/>hybrid approaches<br/>laboratory experiment<br/>market studies<br/>research designs
<br/><br/><label>Dewey Class. No.: </label>659.1  / TEL