Understanding 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 t
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 lite
Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarizing of the state of the art of research. This far reaching and scholarly Handbook i
