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

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'Effective Advertising' reviews and summarises an extensive body of research on advertising effectiveness. In particular, it summarises what we know today on when, how and why advertising works.

Bibliographic Details
Main Author: Tellis, Gerard J., 1950-
Corporate Author: Sage Publications
Format: eBook
Language:English
Published: Thousand Oaks, Calif. ; London : SAGE, c2004.
Series:Marketing for a new century.
Subjects:
Advertising.
Consumers > Attitudes.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary:'Effective Advertising' reviews and summarises an extensive body of research on advertising effectiveness. In particular, it summarises what we know today on when, how and why advertising works.
Physical Description:1 online resource (203 pages) : illustrations.
Audience:Specialized.
Bibliography:Includes bibliographical references and index.
ISBN:9781452229379 (ebook) :