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

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'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 Understanding ...

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ISBN:

0761922520

/ ISBN-13:

9780761922520

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Effective Advertising: Understanding When, How, and Why Advertising Works
2003, Sage Publications, Inc, Thousand Oaks

ISBN-13: 9780761922537

Trade paperback

Effective Advertising: Understanding When, How, and Why Advertising Works
2003, Sage Publications, Inc, Thousand Oaks

ISBN-13: 9780761922520

Hardcover

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