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Effective Advertising: Understanding When, How, and Why Advertising Works - Marketing for a New Century Gerard J. Tellis
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Effective Advertising: Understanding When, How, and Why Advertising Works - Marketing for a New Century
Gerard J. Tellis
Tellis (marketing, U. of Southern California) reviews and summarizes more than 50 years of research on advertising and its effect on sales. He dispels a number of popular myths about advertising and explains how and why it really works. Coverage includes such topics as why firms persist with ineffec
216 pages, 1, black & white illustrations
| Media | Books Hardcover Book (Book with hard spine and cover) |
| Released | January 21, 2004 |
| ISBN13 | 9780761922520 |
| Publishers | SAGE Publications Inc |
| Pages | 216 |
| Dimensions | 152 × 228 × 15 mm · 420 g |
| Language | English |
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