Effective Advertising av Gerard J. Tellis

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<p><strong>Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!</strong><br/><br/><em>"Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis''s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book."</em><br/>--Alan G. Sawyer, <em>University of Florida</em><br/><br/><strong>Effective Advertising: How, When, and Why Advertising Works </strong>reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and ca