<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>
Multiculturalism is one of the most widely discussed concepts in education today. Now, educators, university students, scholars, or anyone interested in multiculturalism can turn to the Dictionary of Multicultural Education to gain further information on and understanding of this important field. As the authoritative reference work on the subject, the Dictionary includes in-depth explanations of the history, use, and implications of more than 150 terms as defined by scholars prominent in the field. This reference work comprises terms of relevant legislation, educational-theoretical concepts and methodologies, and sociopolitical movements and conditions.
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