Franklin

a| 2003016016

a| 0761922520 q| cloth

a| 0761922539 q| paper

a| (OCoLC)ocm52721157

a| (OCoLC)52721157

a| 3497328

a| (PU)3497328-penndb-Voyager

a| DLC b| eng c| DLC d| C#P

a| pcc

a| PAUU

a| HF5823 b| .T273 2004

a| 659.1 2| 22

a| Tellis, Gerard J., d| 1950- 0| http://id.loc.gov/authorities/names/n97051320

a| Effective advertising : b| understanding when, how, and why advertising works / c| Gerard J. Tellis.

a| Thousand Oaks, Calif. : b| Sage Publications, c| [2004]

c| ©2004

a| 203 pages : b| illustrations ; c| 23 cm

a| text b| txt 2| rdacontent

a| unmediated b| n 2| rdamedia

a| volume b| nc 2| rdacarrier

a| Includes bibliographical references and index.

g| Part I. t| Understanding Advertising g| 1 -- g| 1. t| Evaluating Advertising g| 3 -- t| Importance of Advertising in Modern Economies g| 3 -- t| Problems Evaluating Advertising Effectiveness g| 5 -- g| 2. t| Sweet, Secret Workings of Advertising g| 11 -- t| Myths About Advertising Effectiveness g| 11 -- t| Truth About Advertising g| 15 -- t| Effects of Advertising Intensity g| 16 -- t| Dynamic Effects of Advertising g| 19 -- t| Effects of Ad Campaigns g| 20 -- t| Effects of Advertising Creative g| 22 -- t| Contingent Effects of Advertising g| 25 -- g| 3. t| A General Theory of Firms' Advertising g| 27 -- t| Why Firms Advertise: Theory of Advertising Demand g| 27 -- t| Supply Exceeds Demand g| 27 -- t| Knowledge About the Supplier or Product Is Low g| 28 -- t| Confidence in the Supplier or Product Is Low g| 28 -- t| Demand Exceeds Supply g| 28 -- t| Why Big Successes Are Rare: Theory of Advertising Effectiveness g| 29 -- t| Inattention to Advertising g| 29 -- t| Resistance to Persuasion g| 32 -- t| Miscomprehension of Ad Messages g| 34 -- t| Imitation of Effective Techniques g| 36 -- t| Why Firms Persist With Ineffective Ads: Theory of Advertising Supply g| 37 -- t| Lack of Field Tests and Tracking g| 37 -- t| Conflict of Interests With the Ad Agency g| 38 -- t| Competitive Pressure g| 38 -- t| Incentive System g| 38 -- t| Budgeting System g| 39 -- t| Price Support g| 39 -- t| Trade Support g| 40 -- g| 4. t| Measures of Advertising's Effectiveness g| 43 -- t| Definition and Classification of Advertising Variables g| 43 -- t| Measures of Inputs g| 44 -- t| Measures of Outcomes g| 46 -- t| Measures of Processes g| 48 -- t| Paradigms of Research g| 49 -- t| Models of the Hierarchy of Effects g| 50 -- t| Learning Hierarchy g| 50 -- t| Dissonance/Attribution Hierarchy g| 51 -- t| Low-Involvement Hierarchy g| 51 -- t| Relevance of the Hierarchy of Effects g| 51 -- g| 5. t| Research Designs to Assess Advertising Effectiveness g| 53 -- t| Laboratory Experiment g| 53 -- t| Evaluating Experiments g| 55 -- t| Field Approach g| 57 -- t| Econometric Models g| 57 -- t| Evaluation of the Field Approach g| 59 -- t| Hybrid Approaches g| 60 -- t| Market Experiments g| 61 -- t| Single-Source Data g| 61 -- g| Part II. t| Findings From Market Studies: When and How Much Advertising Works g| 69 -- g| 6. t| Market Effects of Advertising Intensity g| 71 -- t| Classification of Studies g| 72 -- t| Findings About Advertising Weight g| 73 -- t| Anheuser-Busch Experiments, 1963-1968 g| 74 -- t| Experiments at Grey Advertising and D'Arcy Advertising g| 75 -- t| AdTel Experiments g| 75 -- t| Aaker and Carman's (1982) Review of Experiments g| 76 -- t| Campbell Soup Experiments g| 77 -- t| Experiments at Information Resources, Inc. g| 78 -- t| Findings About Advertising Elasticity g| 80 -- t| Meta-Analysis g| 80 -- t| Assmus, Farley, and Lehmann (1984) g| 81 -- t| Sethuraman and Tellis (1991) g| 82 -- t| Findings About Advertising Frequency g| 83 -- t| McDonald (1971) g| 84 -- t| Tellis (1988a) g| 85 -- t| Pedrick and Zufryden (1991) g| 86 -- t| Deighton, Henderson, and Neslin (1994) g| 87 -- t| Jones (1995) g| 87 -- t| Findings About Advertising Weight g| 89 -- t| Findings About Advertising Elasticity g| 89 -- t| Findings About Advertising Frequency g| 90 -- g| 7. t| Advertising's Dynamic and Content Effects g| 93 -- t| Findings About Advertising Carryover g| 93 -- t| Clarke (1976) g| 94 -- t| Leone (1995) g| 94 -- t| Tellis, Chandy, and Thaivanich (2000) g| 95 -- t| Mela, Gupta, and Lehmann (1995) g| 96 -- t| Information Resources, Inc. Experiments g| 98 -- t| Dekimpe and Hanssens (1995) g| 98 -- t| Findings About Advertising Wearin and Wearout g| 99 -- t| Greenberg and Sutton (1973) g| 100 -- t| Pechmann and Stewart (1992) g| 100 -- t| Tellis, Chandy, and Thaivanich (2000) g| 101 -- t| Henderson Blair (2000) g| 101 -- t| Other Studies g| 102 -- t| Findings About Advertising Content g| 103 -- t| Chandy, Tellis, MacInnis, and Thaivanich (2001) g| 103 -- t| MacInnis, Rao, and Weiss (2002) g| 104 -- t| Findings About Advertising Carryover g| 105 -- t| Findings About Wearin g| 105 -- t| Findings About Wearout g| 105 -- t| Findings About Content g| 106 -- g| Part III. t| Findings from Experimental Studies: How and Why Advertising Works g| 109 -- g| 8. t| Advertising as Persuasion g| 111 -- t| Routes of Persuasion g| 112 -- t| Choice of Routes g| 112 -- t| Stability of Persuasion g| 116 -- t| Low-Involvement or Passive Processing g| 117 -- t| Mere Exposure g| 118 -- t| Priming g| 119 -- t| Soft-Sell Messages g| 120 -- t| Subliminal Advertising g| 120 -- t| Repetition in Persuasion g| 122 -- t| Factors Influencing Repetition g| 124 -- t| Theories Explaining Repetition g| 128 -- g| 9. t| Argument in Advertising g| 135 -- t| How Argument Persuades g| 135 -- t| Argument Strategy g| 136 -- t| Comparative Argument g| 136 -- t| Refutational Argument g| 139 -- t| Rhetorical Question g| 142 -- t| Innoculative Argument g| 142 -- t| Framing g| 143 -- t| Supportive Argument g| 144 -- g| 10. t| Emotion in Advertising g| 147 -- t| How Do Emotions Work? g| 148 -- t| Modes of Persuasion g| 148 -- t| Advantages of Emotion g| 150 -- t| Disadvantages of Emotion g| 150 -- t| When Do Emotions Work? g| 152 -- t| Methods of Arousing Emotions g| 154 -- t| Drama, Story, and Demonstration g| 154 -- t| Humor g| 155 -- t| Music g| 162 -- t| Role of Specific Emotions g| 166 -- t| Irritation g| 166 -- t| Warmth g| 170 -- t| Fear g| 171 -- t| Ennobling Emotions g| 172 -- g| 11. t| Endorsement in Advertising g| 179 -- t| Types of Endorsers g| 180 -- t| Experts g| 180 -- t| Celebrities g| 180 -- t| Lay Endorsers g| 180 -- t| Why Endorsements Work g| 181 -- t| Source Credibility Theory g| 181 -- t| Source Attractiveness Theory g| 182 -- t| Meaning Transfer Theory g| 183 -- t| When to Use Endorsers g| 185 -- t| Domain of the Theories g| 185 -- t| Audience Conditions g| 186 -- t| Cost-Effectiveness g| 186 -- t| Communication Modes g| 187 -- t| Strategic Implications g| 188 -- t| Choosing Endorsers g| 188 -- t| Discreet Use of Celebrities g| 188 -- t| Screening for Endorsers g| 189 -- t| Managing Endorsers g| 190 -- t| Avoiding Stereotypes g| 190.

a| We are supplying a paper edition but we want a case edition set up.

a| Advertising. 0| http://id.loc.gov/authorities/subjects/sh85001086

a| Advertising. 2| fast 0| http://id.worldcat.org/fast/797511

a| Consumers x| Attitudes. 0| http://id.loc.gov/authorities/subjects/sh85031492

a| Consumers x| Attitudes. 2| fast 0| http://id.worldcat.org/fast/876411

a| MARCIVE 2022

a| 317501 b| 2004-01-07 c| 34.95 c| 33.2 g| 1 i| PromptCat

a| 92 b| PAU