Advertising Effectiveness Evaluation: When, How, and Why Advertising is Effective

Author: Thales J. Tellis
Publisher:
Publication Date: 2005-01-01
Features: This book reviews and summarizes a large amount of research on advertising effectiveness. It primarily focuses on the instantaneous and delayed effects of advertising on consumer choice, sales, and market share. Additionally, the book reviews extensive research on advertising appeals and identifies which appeals are effective, when, how, and why they are effective. This is a comprehensive discussion on advertising effectiveness, reviewing research findings from advertising, marketing, consumer behavior, and psychology over 50 years. It covers various aspects of advertising, including the role of advertising in sales, advertising elasticity, delayed effects, content effects, and frequency effects.