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Full Description
Advertisements are persistent. Today, advertisers blast consumers with requests or reminders from morning till dawn. Thus, ads greatly absorb consumers' awareness and have the potential of greatly affecting their thoughts, attitudes, feelings, and decisions.
Effective Advertising & Social Media: Strategy & Analytics explores the immediate and subsequent effects of advertising on consumer choice, sales, and market share. To explain the broad scope of advertising, this publication uses simple terms and ideas in a general sense that encompass a variety of contexts in which advertising occurs.
Effective Advertising & Social Media: Strategy & Analytics, by Gerard Tellis:
explores many reasons why advertising is a vitally important factor in free markets.
explains the effectiveness of advertising by describing the modes of persuasion through which advertising works and the metrics, designs, and tools for estimating the effect of advertising.
summarises common myths about advertising effectiveness in contrast to the major findings from research and presents a general theory of advertising that summarises and integrates the contents of the other chapters.
Contents
Part I: The Advertising Environment
Chapter 1: Importance of Advertising and Social Media
Chapter 2: The Social Media Revolution
Chapter 3: Advertising Myths and Reality
Chapter 4: A General Theory of Advertising
Chapter 5: The Regulation of Advertising
Part II: Crafting the Advertising Message
Chapter 6: Grabbing Attention
Chapter 7: Persuasion in Advertising
Chapter 8: Emotion in Advertising
Chapter 9: Endorsement in Advertising
Chapter 10: Argument in Advertising
Part III: Advertising Analytics
Chapter 11: Metrics of Ad Effectiveness
Chapter 12: Advertising Effectiveness Analytics
Chapter 13: Findings from Digital and Social Media Ad Analytics
Chapter 14: Media Analytics
Chapter 15: Budgeting and Scheduling Analytics
