PPC - Business Advertising - Savvy Marketing - Textual Advertising

Craigslist Ad - Advertising - Marketing - Visual Ad

Effective Advertising

RRP $239.00

Click on the Google Preview image above to read some pages of this book!

<DIV><P><B><SPAN>Understanding Effective Advertising: How, When, and Why Ads Work </SPAN></B><SPAN>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. </SPAN></P> <P></P><P><SPAN>The first comprehensive book on advertising effectiveness, <B>Understanding Effective Advertising</B> 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. <SPAN>Tellis</SPAN> distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.</SPAN></P></DIV>

Deceptive Advertising

RRP $259.99

Click on the Google Preview image above to read some pages of this book!

This is the first book designed to assist behavioral scientists in the preparation of scholarly or applied research regarding deceptive advertising which will ultimately affect public policy in this area. Because there was an inadequate foundation upon which to build a program of research for this topic, a three-part solution has been devised:
1) a review of how deception is viewed and regulated
2) a theory of how consumers process deceptive information
3) a sensitive and consistent means of measuring deceptiveness.
This text provides detailed discussions regarding the intersection of law and behavioral science and its application to deceptive advertising. In so doing, it offers a solid foundation upon which to base expanded behavioral research into how consumers are deceived by advertising claims, and what cognitive processes are involved in that deception.

Advertising Self Regulation And Outside Participation

RRP $256.99

Click on the Google Preview image above to read some pages of this book!

Boddewyn's book provides a rare insight into how advertising self-regulatory bodies really work--with or without outsiders. Many other studies have lauded self-regulation or dismissed it preemptorily, but this book focuses on its logic, limits, and ultimate contributions to the societal control of advertising. It shows how outsiders--where available and willing to participate--contribute to its functioning while the advertising industry remains in control of the standards applied by self-regulatory bodies. Practitioners, consumerists, and policy-makers should greatly benefit from reading this multinational comparison of a dozen countries with very different economic and legal environments. Sylvan M. Barnet, Jr., Chairman, Advisory Council, International Advertising Association It is generally recognized that the development and application of voluntary industry standards is a necessary complement to governmental regulation of advertising. With the expansion of advertising opportunities, however, the tasks of self-regulation have grown, along with doubts as to the industry's ability--or willingness--to enforce appropriate ethical guidelines. In attempt to resolve this situation, self-regulatory bodies increasingly invite the participation of non-industry members, especially where consumer protection is at issue. The first broadly based, comparative study of advertising self-regulation, this book explores the global implications of recent trends through detailed analyses of self-regulation in Europe, Asia, and the Western Hemisphere.

Search

Vivid Advertising Articles

Vivid Advertising Books