Effective Advertising

"Effective Advertising: Understanding When, How, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work." "Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields."--BOOK JACKET

שנה

2003

שפה

English

הוצאה

Sage Publications, Inc

מהדורות

2

עמודים

216

ISBN

9780761922537

מקור הנתונים: Wikidata