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Effective Advertising and Social Media: Strategy and Analytics

Second Edition

Gerard Tellis (author)

ISBN: 9781524923211

Publication Date: Jul 2019

Format: Paperback

Explores the immediate and subsequent effects of advertising on consumer choice, sales, and market share. To explain the broad scope of advertising, this publication uses simple terms and ideas in a general sense that encompass a variety of contexts in which advertising occurs.
£105.00

Temporarily out of stock: usually despatched in 10-14 days

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Advertisements are persistent. Today, advertisers blast consumers with requests or reminders from morning till dawn. Thus, ads greatly absorb consumers' awareness and have the potential of greatly affecting their thoughts, attitudes, feelings, and decisions.

Effective Advertising & Social Media: Strategy & Analytics explores the immediate and subsequent effects of advertising on consumer choice, sales, and market share. To explain the broad scope of advertising, this publication uses simple terms and ideas in a general sense that encompass a variety of contexts in which advertising occurs.

Effective Advertising & Social Media: Strategy & Analytics, by Gerard Tellis:
  • explores many reasons why advertising is a vitally important factor in free markets.
  • explains the effectiveness of advertising by describing the modes of persuasion through which advertising works and the metrics, designs, and tools for estimating the effect of advertising.
  • summarises common myths about advertising effectiveness in contrast to the major findings from research and presents a general theory of advertising that summarises and integrates the contents of the other chapters.
Pages 277
Date Published 31 Jul 2019
Publisher Kendall Hunt Publishing Company
Subject/s    Digital lifestyle  
  • Part I: The Advertising Environment
  • Chapter 1: Importance of Advertising and Social Media
  • Chapter 2: The Social Media Revolution
  • Chapter 3: Advertising Myths and Reality
  • Chapter 4: A General Theory of Advertising
  • Chapter 5: The Regulation of Advertising
  • Part II: Crafting the Advertising Message
  • Chapter 6: Grabbing Attention
  • Chapter 7: Persuasion in Advertising
  • Chapter 8: Emotion in Advertising
  • Chapter 9: Endorsement in Advertising
  • Chapter 10: Argument in Advertising
  • Part III: Advertising Analytics
  • Chapter 11: Metrics of Ad Effectiveness
  • Chapter 12: Advertising Effectiveness Analytics
  • Chapter 13: Findings from Digital and Social Media Ad Analytics
  • Chapter 14: Media Analytics
  • Chapter 15: Budgeting and Scheduling Analytics

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