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Effective advertising : understanding when, how, and why advertising works

Author: Gerard J Tellis
Publisher: Thousand Oaks, Calif. : Sage Publications, ©2004.
Edition/Format:   Print book : EnglishView all editions and formats
"Effective Advertising: Understanding When, How, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. 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  Read more...
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Additional Physical Format: Online version:
Tellis, Gerard J., 1950-
Effective advertising.
Thousand Oaks, Calif. : Sage Publications, ©2004
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Gerard J Tellis
ISBN: 0761922520 9780761922520 0761922539 9780761922537
OCLC Number: 52721157
Awards: Winner of Berry/AMA Book Prize 2006
Description: 203 pages : illustrations ; 24 cm
Contents: pt. I. Understanding advertising --
1. Evaluating advertising --
Importance of advertising in modern economies --
Summary --
Problems evaluating advertising effectiveness --
Explanation of key terms --
2. Sweet, secret workings of advertising --
Myths about advertising effectiveness --
Truth about advertising --
Effects of advertising intensity --
Dynamic effects of advertising --
Effects of ad campaigns --
Effects of advertising creative --
Contingent effects of advertising --
3. A general theory of firms' advertising --
Why firms advertise : theory of advertising demand --
Supply exceeds demand --
Knowledge about the supplier or product is low --
Confidence in the supplier or product is low --
Demand exceeds supply --
Why big successes are rare : theory of advertising effectiveness --
Inattention to advertising --
Resistance to persuasion --
Miscomprehension of ad messages --
Imitation of effective techniques --
Why firms persist with ineffective ads : theory of advertising supply --
Lack of field tests and tracking --
Conflict of interest with the ad agency --
Competitive pressure --
Incentive system --
Budgeting system --
Price support --
Trade support --
Summary --
4. Measures of advertising's effectiveness --
Definition and classification of advertising variables --
Measures of inputs --
Measures of outcomes --
Measures of processes --
Paradigms of research --
Models of the hierarchy of effects --
Learning hierarchy --
Dissonance/attribution hierarchy --
Low-involvement hierarchy --
Relevance of the hierarchy of effects --
Summary --
5. Research designs to assess advertising effectiveness --
Laboratory experiment --
Basic terms --
Evaluating experiments --
Field approach --
Econometric models --
Evaluation of the field approach --
Hybrid approaches --
Market experiments --
Single-source data --
Summary. pt. II. Findings from market studies : when and how much advertising works --
6. Market effects of advertising intensity --
Classification of studies --
Findings about advertising weight --
Anheuser-Busch experiments, 1963-1968 --
Experiments at Grey Advertising and D'Arcy Advertising --
AdTel experiments --
Aaker and Carman's (1982) review of experiments --
Campbell Soup experiments --
Experiments at Information Resources, Inc. --
Summary --
Findings about advertising elasticity --
Meta-Analysis --
Assmus, Farley, and Lehmann (1984) --
Sethuraman and Tellis (1991) --
Findings about advertising frequency --
McDonald (1971) --
Tellis (1988a) --
Pedrick and Zufryden (1991) --
Deighton, Henderson, and Neslin (1994) --
Jones (1995) --
Summary --
Findings about advertising weight --
Findings about advertising elasticity --
Findings about advertising frequency --
7. Advertising's dynamic and content effects --
Findings about advertising carryover --
Clarke (1976) --
Leone (1995) --
Tellis, Chandy, and Thaivanich (2000) --
Mela, Gupta, and Lehmann (1995) --
Information Resources, Inc. experiments --
Dekimpe and Hanssens (1995) --
Findings about advertising wearin and wearout --
Greenberg and Sutton (1973) --
Pechmann and Stewart (1992) --
Tellis, Chandy, and Thaivanich (2000) --
Henderson Blair (2000) --
Other studies --
Findings about advertising content --
Chandy, Tellis, MacInnis, and Thaivanich (2001) --
MacInnis, Rao, and Weiss (2002) --
Summary --
Findings about advertising carryover --
Findings about wearin --
Findings about wearout --
Findings about content. pt. III. Findings from experimental studies : how and why advertising works --
8. Advertising as persuasion --
Routes of persuasion --
Choice of routes --
Stability of persuasion --
Low-involvement or passive processing --
Mere exposure --
Priming --
Soft-sell messages --
Subliminal advertising --
Repetition in persuasion --
Factors influencing repetition --
Theories explaining repetition --
Summary --
9. Argument in advertising --
How argument persuades --
Argument strategy --
Comparative argument --
Refutational argument --
Rhetorical question --
Inoculative argument --
Framing --
Supportive argument --
Summary --
10. Emotion in advertising --
How do emotions work? --
Modes of persuasion --
Advantages of emotion --
Disadvantages of emotion --
When do emotions work? --
Methods of arousing emotions --
Drama, story, and demonstration --
Humor --
Music --
Role of specific emotions --
Irritation --
Warmth --
Fear --
Ennobling emotions --
Summary --
11. Endorsement in advertising --
Types of endorsers --
Experts --
Celebrities --
Lay endorsers --
Why endorsements work --
Source credibility theory --
Source attractiveness theory --
Meaning transfer theory --
When to use endorsers --
Domain of the theories --
Audience conditions --
Cost-effectiveness --
Communication modes --
Strategic implications --
Choosing endorsers --
Discreet use of celebrities --
Screening for endorsers --
Managing endorsers --
Avoiding stereotypes --
Responsibility: by Gerard J. Tellis.


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  Read more...
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"Tellis offers incredible insight into understanding when, how, and why advertising works - all in fewer that 200 pages! Drawing from an extensive review of the literature, Tellis synthesizes results Read more...

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