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Florida Atlantic University Boca Raton Campus - SPRING 2011 | ||
Section 001 | ||
 | Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century) (1st Edition) by Gerard J. (Joseph) Tellis Paperback, 216 Pages, Published 2003 ISBN-10: 0-7619-2253-9 / 0761922539 ISBN-13: 978-0-7619-2253-7 / 9780761922537 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 today on when, how, and why advertising works. The primary focus of the book is on the instantaneous | |