rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Effective advertising
    sub title: understanding when, how, and why advertising works
  name:
    name part: Tellis, Gerard J.
    name part: 1950-
    role:
      role term: creator
  type of resource: text
  genre: bibliography
  origin info:
    place:
      place term: cau
    date issued: 2004
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    extent: 203 pages : illustrations ; 24 cm.
  table of contents: Understanding Advertising -- Evaluating Advertising -- Importance of Advertising in Modern Economies -- Problems Evaluating Advertising Effectiveness -- Sweet, Secret Workings of Advertising -- Myths About Advertising Effectiveness -- Truth About Advertising -- A General Theory of Firms' Advertising -- Why Firms Advertise: Theory of Advertising Demand -- Why Big Successes Are Rare: Theory of Advertising Effectiveness -- Why Firms Persist With Ineffective Ads: Theory of Advertising Supply -- Measures of Advertising's Effectiveness -- Definition and Classification of Advertising Variables -- Research Designs To Assess Advertising Effectiveness -- Laboratory Experiment -- Field Approach -- Hybrid Approaches -- Finds from Market Studies: When and How Much Advertising Works -- Market Effects of Advertising Intensity -- Classification of Studies -- Findings About Advertising Weight -- Findings About Advertising Elasticity -- Findings About Advertising Frequency -- Advertising's Dynamic and Content Effects -- Findings From Market Studies About Advertising Carryover -- Findings About Advertising Wearin and Wearout -- Findings About Ad Content -- Findings About Advertising Content -- Findings from Experimental Studies: How and Why Advertising Works -- Advertising as Persuasion -- Routes of Persuasion -- Low Involvement or Passive Processing -- Repetition in Persuasion -- Argument In Advertising -- How Argument Persuades -- Argument Strategy -- Emotion in Advertising -- How Do Emotions Work? -- When Do Emotions Work? -- Role of Specific Emotions -- Endorsement in Advertising -- Types of Endorsers -- Why Endorsements Work -- When to Use Endorsers -- Strategic Implications.
  note: by Gerard J. Tellis.
  note: Includes bibliographical references and index.
  subject:
    topic: Advertising
  subject:
    topic: Consumers
    topic: Attitudes
  classification: HF5823 .T273 2004
  classification: 659.1
  identifier: 0761922520 (cloth)
  identifier: 0761922539 (paper)
  record info:
    record content source: DLC
    record creation date: 030716
    record change date: 20151026052207.0
    record identifier: in00001816324