<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>
This book is designed to give parents and teachers information on different education options available in the UK and further afield. It covers four main areas:
The values, philosophies and methods of each approach are described, along with first-hand experiences of children, teachers and parents. There are answers to common questions and useful sources of further information.
This accessible and informative book challenges the dominant educational orthodoxies by putting children first. It will be of interest to teachers looking to build on their knowledge of different educational approaches in order to find new ways of working. It is also an ideal introduction for parents deciding how best to educate their children.
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