Effective Advertising
Effective Advertising

Author: Gerard J. Tellis

Publisher: SAGE Publications

Published: 2003-11-20

Total Pages: 217

ISBN-13: 1452262713

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Understanding 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.

Enhancing Memory of Television Commercials Through Message Spacing
Enhancing Memory of Television Commercials Through Message Spacing

Author: Surendra Singh

Publisher:

Published: 2016

Total Pages: 10

ISBN-13:

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Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag (i.e., the number of intervening commercials between two presentations of the target commercial) and the delay in memory measurement. In two different samples-younger and older adults-the results show a lag by measurement delay interaction. In general, results show that in the long measurement delay condition, the recall of message contents was significantly higher with the long lag than with the short lag. However, in the short measurement delay condition, recall was significantly higher with the short lag than with the long lag. The results are explained by a variation of encoding variability theory. The implications of the findings for media planning and television advertising to older adults are discussed.

Cognitive Responses in Persuasion
Cognitive Responses in Persuasion

Author: Richard Petty

Publisher: Psychology Press

Published: 2014-06-17

Total Pages: 490

ISBN-13: 1317770269

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First published in 1982. This collaborative product of leading contributors seeks to update information on the psychology of attitudes, attitude change, and persuasion. Social psychologists have invested almost exclusively in the strategies of theory-testing in the laboratory in contrast with qualitative or clinical observation, and the present book both exemplifies and reaps the products of this mainstream tradition of experimental social psychology. It represents experimental social psychology at its best. It does not try to establish contact with the content-oriented strategies of survey research, which have developed in regrettable independence of the laboratory study of persuasion processes.