Effective Advertising

Understanding When, How, and Why Advertising Works

Gerard J. Tellis ,

Tap to preview
Effective Advertising: Understanding When, How, and Why Advertising Works

About the eBook

Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!

"Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book."
--Alan G. Sawyer, University of Florida

Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. 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.

The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as:

* Advertising has a powerful influence on consumers and often generates consumer need

* The effects of advertising persist for decades

* If an ad fails initially, repetition will ensure its ultimate success

* Ads need only one to three exposures to succeed

* Advertising by argument is the most effective method

* The best ads are unique and original

* Advertising is very profitable

Tellis then provides alternatives and establishes the following truths about advertising:

* Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile

* The effects of advertising are short-lived

* If ads are not initially effective, repetition will not make them more effective

* Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads

* Advertising by emotion may have the most effective appeal

* Templates can yield very effective ads

* Advertising is often unprofitable

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.

Show more

In The Press

About the Author

  • Publisher:
  • Published: ; Copyright:
  • ISBN:
  • Edition:
  • Title:
  • Series:
  • Author:
  • Imprint:
  • Language:
  • Number of Pages:  [disclaimer] Page count shown is an approximation provided by the publisher. The actual page count will vary based on various factors such your device's screen size and font-size.

Read online

You can read this ebook online in a web browser, without downloading anything or installing software.

Download file formats

This ebook is available in file types:

This ebook is available in:

After you've bought this ebook, you can choose to download either the PDF version or the ePub, or both.

DRM Free

The publisher has supplied this book in DRM Free form with digital watermarking.

Required software

You can read this eBook on any device that supports DRM-free EPUB or DRM-free PDF format.

Digital Rights Management (DRM)

The publisher has supplied this book in encrypted form, which means that you need to install free software in order to unlock and read it.

Required software

To read this ebook on a mobile device (phone or tablet) you'll need to install one of these free apps:

To download and read this eBook on a PC or Mac:

  • Adobe Digital Editions (This is a free app specially developed for eBooks. It's not the same as Adobe Reader, which you probably already have on your computer.)

Limits on printing and copying

The publisher has set limits on how much of this ebook you may print or copy. See details.

  • {{ format_drm_information.format_name }} unrestricted {{ format_drm_information.format_name }} {{format_drm_information.page_percent}}% pages every day{{format_drm_information.interval}} days {{ format_drm_information.format_name }} off
Read Aloud
  • {{ read_aloud_information.format_name }} on {{ read_aloud_information.format_name }} off
  •  >