Effective Advertising distills decades of academic and professional expertise into a comprehensive exploration of the mechanisms that drive advertising success. Gerard J. Tellis reviews over 50 years of research from advertising, marketing, consumer behavior, and psychology to illuminate the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. With a rigorous analysis of the variety of ad appeals and their corresponding effects, the book challenges popular misconceptions - reassessing ideas about repeat exposures, the longevity of advertising impacts, and the myth that unique ads inherently outperform conventional ones. Tellis demonstrates that while advertising is essential in free markets, its influence is often subtle and ephemeral. This accessible yet meticulously researched work is ideal for students, seasoned professionals, and researchers looking to deepen their understanding of advertising's true effectiveness.
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