Effective advertising: understanding when, how, and why advertising works
Auteur :
Tellis, Gerard J.
Éditeur :
SAGE Publications Inc
ISBN :
9780761922520
Date de publication :
21 janv. 2004
Dimensions :
22,8 x 15,2 cm
Poids :
420 g
Langue :
Anglais
Pays d'origine :
USA
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