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Effective Advertising
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Effective Advertising
Understanding When, How, and Why Advertising Works



November 2003 | 216 pages | SAGE Publications, Inc

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.


 
1. EVALUATING ADVERTISI NG
IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS

 
 
2. SWEET, SECRET WORKINGS OF ADVERTISING
MYTHS ABOUT ADVERTISING EFFECTIVENESS

 
TRUTH ABOUT ADVERTISING

 
 
3. A GENERAL THEORY OF FIRMS' ADVERTISING
WHY FIRMS ADVERTISE: THEORY OF ADVERTISING DEMAND

 
WHY BIG SUCCESSES ARE RARE: THEORY OF ADVERTISING EFFECTIVENESS

 
WHY FIRMS PERSIST WITH INEFFECTIVE ADVERTISING: THEORY OF ADVERTISING SUPPLY

 
 
4. MEASURES OF ADVERTISING'S EFFECTIVENESS
DEFINITION AND CLASSIFICATION OF ADVERTISING VARIABLES

 
MODELS OF THE HIERARCHY OF EFFECTS

 
 
5. RESEARCH DESIGNS TO ASSESS ADVERTISING EFFECTIVENESS
LABORATORY EXPERIMENT

 
FIELD APPROACH

 
HYBRID APPROACHES

 
 
6. MARKET EFFECTS OF ADVERTISING INTENSITY
CLASSIFICATION OF STUDIES

 
FINDINGS ABOUT ADVERTISING WEIGHT

 
FINDINGS ABOUT ADVERTISING ELASTICITY

 
FINDINGS ABOUT AD FREQUENCY

 
 
7. ADVERTISING'S DYNAMIC AND CONTENT EFFECTS
FINDINGS FROM MARKET STUDIES ABOUT ADVERTISING CARRYOVER

 
FINDINGS ABOUT ADVERTISING WEARIN AND WEAROUT

 
FINDINGS ABOUT AD CONTENT

 
 
8. ADVERTISING AS PERSUASION
ROUTES OF PERSUASION

 
LOW INVOLVEMENT OR PASSIVE PROCESSING

 
REPETITION IN PERSUASION

 
 
9. ARGUMENT IN ADVERTISING
HOW ARGUMENT PERSUADES

 
AGRUMENT STRATEGY

 
 
10. EMOTION IN ADVERTISING
HOW DO EMOTIONS WORK?

 
WHEN DO EMOTIONS WORK?

 
METHODS OF AROUSING EMOTIONS

 
ROLE OF SPECIFIC EMOTIONS

 
 
11. ENDORESEMENT IN ADVERTISING
TYPES OF ENDORSERS

 
WHY ENDORSEMENTS WORK

 
WHEN TO USE ENDORSERS

 
STRATEGIC IMPLICATIONS

 
COLLECTION OF SINGLE SOURCE DATA

 

“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

"Tellis offers incredible insight into understanding when, how, and why advertising works - all in fewer that 200 pages! Drawing from an extensive review of the literature, Tellis synthesizes results into a highly readable set of conclusions, focusing on advertising's effects on behavior and sales / market share that result from initial and subsequent exposures."

Choice
Choice

This book is very nice. It provides a detailed overview about the field.

Miss Maren Becker
Department of Retailing and Customer Management , University of Cologne
November 26, 2012

I'm using this book in the global advertising course I'm teaching as it offers interesting perspectives on how advertisements function in different contexts.
Ahmed Al-Rawi, Erasmus University Rotterdam

Dr Ahmed Al-Rawi
Department of Media and Culture, Erasmus University Rotterdam
October 9, 2012
Key features
  • First comprehensive book on advertising effectiveness
  • Reviews over 50 years of research on advertising effectiveness from fields of advertising, marketing, consumer behavior, and psychology
  • Covers all aspects of ad effectiveness on sales, including sales elasticity, carryover effects, dynamics effects, content effects, and effects of frequency
  • Dispels many myths about advertising effectiveness.

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