Author: Tellis, Gerard J.
Title: Effective advertising. Understanding when, how and why advertising works (2 foto's)
Description: Response Books, Sage productions, New Delhi, Redelijk goed, paperback, 6e editie 2009, 203 pp. Met grafieken en schema's. Engelstalig. Voorschutblad beschadigd, verder in goede staat.. Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.

Keywords: studieboeken


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