Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works 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: * Advertising has a powerful influence on consumers and often generates consumer need * 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 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.
Download or read book Persuasive Advertising for Entrepreneurs and Small Business Owners written by Jay P. Granat and published by Psychology Press. This book was released on 1994 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Here is the perfect book for entrepreneurs and small business owners who want to know how to create effective advertising on an affordable budget. Persuasive Advertising for Entrepreneurs and Small Business Owners shows you how to plan and execute money-making advertisements and commercials--on a workable budget. Jay Granat, an experienced marketing professional and ad man, provides readers with a practical understanding of advertising principles, media selection, copywriting, consumer behavior, and persuasive advertising methods in promotional efforts. These principles have important implications, and Jay Granat shows you how to utilize them and stay within your means. Successful cases from across the media--television, print, direct mail, radio, transit, and public relations, representing construction, law, medicine, publishing, retail businesses, restaurants, and others--highlight various prosperous approaches to persuasive advertising. Written specifically for entrepreneurs and small business owners, Granat's book is the first to explain how to use persuasive tactics and strategies. Ideal for established small business owners and those starting such a venture, this manual makes affordable advertising an easier step on the path to success. In addition to analyzing many aspects of advertising, this manual outlines appropriate networking and public relations strategies for entrepreneurs and small business owners. Granat teaches you how to construct money-making advertising and to recognize when your sales messages are effective and when the messages need to become more persuasive. To help illustrate the power of effective sales messages, he includes examples of his own advertising successes and failures. You will be better equipped to foresee when your own advertising campaigns are more likely to succeed or more likely to fail and how to reverse a failing campaign. Descriptions of the advantages and disadvantages of each advertising medium assist with the question of how to construct effective and persuasive selling messages for specific media. Whether you are looking for advice on how to plan a marketing/advertising campaign, ways to familiarize yourself with each medium available and select a medium to carry your messages, or how to use mind-set advertising, you will find it in Persuasive Advertising for Entrepreneurs and Small Business Owners. This abundance of useful information is ideal for copywriters, brand managers, entrepreneurial institutes, business professors, communications professionals, readers of Inc., Success, and Entrepreneur, advertising and marketing students, and of course, entrepreneurs and small business owners.
Download or read book About Face written by Dan Hill and published by Kogan Page Publishers. This book was released on 2010-09-03 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Once advertising was all about being 'on-message' and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message. About Face shows how 21st century advertising can realize success by being 'on-emotion' first and foremost. Using data from eye tracking and facial coding to analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, Dan Hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability. Emotions rule decision making. About Face shows you that by focussing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.
Download or read book Effective Advertising written by United States. Small Business Administration and published by . This book was released on 1965 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Effective Advertising Strategies for Your Business written by Cong Li and published by Business Expert Press. This book was released on 2014-08-01 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the media landscape has evolved over the past few years, especially with the emergence of interactive and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by Internet technologies. This book outlines three fundamental strategies of advertising: standardized, targeted, and individualized. It describes each strategy in detail and discusses the pros and cons of each. The importance of collecting consumer insights and incorporating those insights into advertising messages are also highlighted. Although a few high-technology companies, such as Google, Facebook, and Amazon, are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. No single strategy is absolutely more effective than the others; however, inside you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers.
Download or read book Handbook of Research on Effective Advertising Strategies in the Social Media Age written by Ta?k?ran, Nurdan Öncel and published by IGI Global. This book was released on 2015-02-28 with total page 539 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.
Download or read book Strategic Copywriting written by Edd Applegate and published by Rowman & Littlefield. This book was released on 2015-11-05 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising—whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms—are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works—or not—and why.
Download or read book Creating Effective Advertising written by Mihai Nadin and published by . This book was released on 1994 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Effective Advertising and Social Media written by Gerard Tellis and published by . This book was released on 2019-07-31 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing Management written by Michael R. Czinkota and published by Springer Nature. This book was released on 2021-08-24 with total page 901 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Manager’s Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.
Download or read book Effective Store advertising written by Arthur John Mealand and published by . This book was released on 1913 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Effective Television Advertising written by David W. Stewart and published by Free Press. This book was released on 1986 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Effective Marketing written by Peter Hingston and published by DK Publishing (Dorling Kindersley). This book was released on 2001 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Expert advice for success in a small business. Learn from an expert, first-hand experience all you need to know to market your small business successfully. From carrying out essential market research to effectively pricing your product or service, Effective Marketing shows you all the best approaches to use. There is also detailed information on exploiting profitable distribution channels, projecting the right image, and using advertising to maximize your sales. Charts and diagrams, at-a-glance tip boxes, case studies, questionnaires, and checklists enable you to understand the many different aspects of successful marketing. In Planning Your Strategy, you'll learn about starting your market research, observing the competition, assessing your project, pricing, sorting out your distribution, planning your marketing, and projecting the right image. Then move on to Advertising, which covers advertising basics, producing effective advertisements, creating good leaflets and brochures, followed by Promotion and Sales, which covers working with the media, promoting sales, selling techniques. Finally, you'll benefit with Staying on Track, through analyzing your sales data, and dealing with changes and competition. Effective Marketing also provides Useful Information, from legal matters, and glossary, to useful contacts, and suggested reading. Effective Marketing is one of four new titles in an innovative series of practical guides, covering every aspect of business, for everyone starting their own small business.
Download or read book Advertising Reach and Frequency written by Colin McDonald and published by Contemporary Books. This book was released on 1996 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: This expanded edition of the classic study of the subject provides leading-edge discussion and analysis of advertising reach and frequency and their effects, with authoritative discussion of the new evidence published since the first edition. Advertising Reach and Frequency: Maximizing Advertising Results Through Effective Frequency corrects misconceptions and provides practical guidance for more effective thinking about how to use media.
Download or read book Customer Relationship Management written by V. Kumar and published by Springer. This book was released on 2018-05-15 with total page 422 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.
Download or read book Ogilvy on Advertising written by David Ogilvy and published by Vintage. This book was released on 2013-09-11 with total page 613 pages. Available in PDF, EPUB and Kindle. Book excerpt: A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Download or read book The Smart Marketing Book written by Dan White and published by Lid Publishing. This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's complex commercial environments, marketing has become a central aspect to every successful business. Businesses need flexible, effective means of gaining commercial traction by managing their relationships with audiences, stakeholders and competitors. They require effective marketing and branding that move beyond the standard forms of brand orientation and commercial interaction. New marketing models must think smart to create innovative strategies which have long-term sustainable economic goals. The Smart Marketing Book is a practical, reliable and concise title that offers the core marketing principles - applicable for anyone who wishes to improve their organization's financial and creative values. It is a straightforward guide that avoids unnecessary and time-consuming practices. An illustrative handbook that covers marketing principles and topics through visual innovation. A credible statement to all marketers trying to source the most relevant strategies from a field cursed with infinite information.
