Effective Advertising: Understanding when, how, and why Advertising Works

Gerard J. Tellis

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

'Effective Advertising' reviews and summarises an extensive body of research on advertising effectiveness. In particular, it summarises what we know today on when, how and why advertising works

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2017Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition 2015Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity 2021Persuasion Knowledge in the Marketplace: A Meta‐Analysis 2016Demonstrating the Value of Marketing 2010Does Online Information Drive Offline Revenues?2018Does It Pay to Be Real? Understanding Authenticity in TV Advertising 2015Television Advertising and Online Shopping 2009Does Advertising Spending Influence Media Coverage of the Advertiser?

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