Understanding Advertising
Evaluating Advertising
Importance of Advertising in Modern Economies
Problems Evaluating Advertising Effectiveness
Sweet, Secret Workings of Advertising
Myths About Advertising Effectiveness
Truth About Advertising
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 Ads: Theory of Advertising Supply
Measures of Advertising's Effectiveness
Definition and Classification of Advertising Variables
Research Designs To Assess Advertising Effectiveness
Laboratory Experiment
Field Approach
Hybrid Approaches
Finds from Market Studies: When and How Much Advertising Works
Market Effects of Advertising Intensity
Classification of Studies
Findings About Advertising Weight
Findings About Advertising Elasticity
Findings About Advertising Frequency
Advertising's Dynamic and Content Effects
Findings From Market Studies About Advertising Carryover
Findings About Advertising Wearin and Wearout
Findings About Ad Content
Findings About Advertising Content
Findings from Experimental Studies: How and Why Advertising Works
Advertising as Persuasion
Routes of Persuasion
Low Involvement or Passive Processing
Repetition in Persuasion
Argument In Advertising
How Argument Persuades
Argument Strategy
Emotion in Advertising
How Do Emotions Work?
When Do Emotions Work?
Role of Specific Emotions
Endorsement in Advertising
Types of Endorsers
Why Endorsements Work
When to Use Endorsers
Strategic Implications.