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Understanding When, How, and Why Advertising Works

I. UNDERSTANDING ADVERTISING: Evaluating Advertising
Sweet, Secret Workings of Advertising
A General Theory of Firms_ Advertising
Measures of Advertising_s Effectiveness
Research Designs to Assess Advertising Effectiveness
II. FINDINGS FROM MARKET STUDIES: WHEN AND HOW MUCH ADVERTISING WORKS: Market Effects of Advertising Intensity
Advertising_s Dynamic and Content Effects
III. FINDINGS FROM EXPERIMENTAL STUDIES: HOW AND WHY ADVERTISING WORKS: Advertising as Persuasion
Argument in Advertising
Emotion in Advertising
Endorsement in Advertising
Index

Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.