<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>
Reappraising ideas associated with Ernst Bloch, Roland Barthes and Gaston Bachelard, within the context of a utopian pedagogy, Hope, Utopia and Creativity in Higher Education reframes the transformative, creative and collaborative potential of education offering new concepts, tactics and pedagogical possibilities. Craig A. Hammond explores ways of analysing and democratising not only pedagogical conception, knowledge and delivery, but also the learning experience, and processes of negotiation and peer-assessment. Hammond shows how the incorporation of already existent learner hopes, daydreams, and creative possibilities can open up new opportunities for thinking about popular culture and memory, learning and knowledge, and collaborative communities of support. Drawing together theoretical and cultural material in a teaching and learning environment of empowerment, Hammond illustrates that formative articulations of alternative, utopian futures, across sociological, humanities, and education studies based subjects and curriculum, becomes possible.
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