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Informationen zum Autor Gerard J. Tellis (PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in public policy, virality on social media, diffusion of innovations, advertising, and global market entry. He has published 7 books and over 200 papers ( http://www.gtellis.net ) that have won over 27,000 citations in Google Scholar. His publications have won over 25 awards, including the AMA-IRWIN-McGraw Hill Distinguished Educator, Long Term Impact Marketing Science , Frank M. Bass, William F. O'Dell (twice), and Harold D. Maynard (twice) awards. Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam and a Fellow of Sidney Sussex College, Cambridge University, UK. He is President of ISMS and was an Associate Editor of Marketing Science and Journal of Marketing Research. Previously he was a Trustee of the Marketing Science Institute, the Treasurer and VP External Affairs of ISMS, and a Sales Development Manager of Ethnor/ Johnson & Johnson. In his spare time he is a fruit gardener and a rock collector. Klappentext Understanding Effective Advertising: How, When, and Why Advertising Works 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 carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising. Zusammenfassung Understanding Effective Advertising: How! When! and Why Advertising Works 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 carryover effects of advertising on consumer choice! sales! and market share. In addition! the book reviews research on the rich variety of ad appeals! and suggests which appeals work! and when! how! and why they work. The first comprehensive book on advertising effectiveness! Understanding Effective Advertising reviews over 50 years of research in the fields of advertising! marketing! consumer behavior! and psychology. It covers all aspects of advertising and its effect on sales! including sales elasticity! carryover effects! content effects! and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising. Inhaltsverzeichnis 1. EVALUATING ADVERTISI NG IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS 2. SWEET, SECRET WORKINGS OF ADVERTISING MYTHS ABOUT ADVERTISING EFFECTIVENESS TRUTH ABOUT ADVERTISING 3. A GENERAL THEORY OF FIRMS¿ ADVERTISING WHY FIRMS ADVERTISE: THEORY OF ADVERTISING DEMAND WHY BIG SUCCESSES ARE RARE: THEORY OF ADVERTISING EFFECTIVENE...
