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Showing 1 - 4 of 4 matches in All Departments
Understanding Effective Advertising: How, When, and Why Ads Work 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, such as: * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Understanding Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish Pringle, Director General, IPA 'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us' - Philip Kotler, Kellogg School of Management 'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude - with constructive results. Wise agencies will read it before their clients do' - Sir Martin Sorrell, CEO, WPP 'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment' - Lord (Maurice) Saatchi, Chairman, M&C Saatchi 'This magnificent volume captures all we need to know about how advertising works and its context' - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
The hands-on guide for fostering relentless innovation within your company Gerard Tellis, a noted expert on innovation, advertising, and global markets, makes the compelling case that the culture of a firm is the crucial driver of an organization's innovativeness. In this groundbreaking book he describes the three traits and three practices necessary to create a culture of relentless innovation. Organizations must be willing to cannibalize successful products, embrace risk, and focus on the future. Organizations build these traits by providing incentives for enterprise, empowering product champions, and encouraging internal markets. Spelling out the critical role of culture, the author provides illustrative examples of organizations with winning cultures and explores the theory and evidence for each of the six components of culture. The book concludes with a discussion of why culture is superior to alternate theories for fostering innovation.Offers a groundbreaking take on innovation that is driven by a company's cultureShows what it takes to create a culture of innovation within any organizationBased on a study of 770 companies across 15 countries, the origin of 90 radical innovations spanning over 100 years, and the evolution of 66 markets spanning over a 100 yearsProvides numerous mini cases to illustrate the workings of cultureWritten by Gerard Tellis director of the Center for Global Innovation This must-have resource clearly shows the role of culture in driving relentless innovation and how to foster it within any organization.
Understanding Effective Advertising: How, When, and Why Ads Work 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, such as: * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Understanding Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
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