Effective Advertising: Understanding When, How, and Why Advertising Works - Marketing for a New Century - Gerard J. Tellis - Books - SAGE Publications Inc - 9780761922520 - January 21, 2004
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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

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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