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Effective Advertising : Understanding When, How, And Why Advertising Works First Edition
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ISBN
:
9788178293707
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Publisher
:
Response Books
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Subject
:
Business & Management
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Binding
:
Paperback
₹
875.0
₹
875.0
875.0
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Description
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.Table of ContentsI. UNDERSTANDING ADVERTISING: Evaluating AdvertisingSweet, Secret Workings of AdvertisingA General Theory of Firms? AdvertisingMeasures of Advertising?s EffectivenessResearch Designs to Assess Advertising EffectivenessII. FINDINGS FROM MARKET STUDIES: WHEN AND HOW MUCH ADVERTISING WORKS: Market Effects of Advertising IntensityAdvertising?s Dynamic and Content EffectsIII. FINDINGS FROM EXPERIMENTAL STUDIES: HOW AND WHY ADVERTISING WORKS: Advertising as PersuasionArgument in AdvertisingEmotion in AdvertisingEndorsement in AdvertisingIndex
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