TY  - BOOK
AU  - Tellis, Gerard J.
TI  - Effective advertising : understanding when, how, and why advertising works
SN  - 8178293706
U1  - 659.1 
PY  - 2004///
CY  - New Delhi: 
PB  - Response Books
KW  - advertising
KW  - advertising as persuasion
KW  - advertising effectiveness
KW  - argument
KW  - consumers attitudes
KW  - emotion
KW  - endorsement
KW  - field approach
KW  - hybrid approaches
KW  - laboratory experiment
KW  - market studies
KW  - research designs
ER  -