Effective advertising: understanding when, how, and why advertising works

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