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Author: Gerard Tellis
Publisher:
ISBN: 9781524923211
Category : Advertising
Languages : en
Pages : 287
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Book Description
Author: Gerard Tellis
Publisher:
ISBN: 9781524923211
Category : Advertising
Languages : en
Pages : 287
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Book Description
Author: Daniel Starch
Publisher:
ISBN:
Category :
Languages : en
Pages : 1016
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Book Description
Author: Thomas Davenport
Publisher: Harvard Business Press
ISBN: 1633693732
Category : Business & Economics
Languages : en
Pages : 262
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Book Description
The New Edition of a Business Classic This landmark work, the first to introduce business leaders to analytics, reveals how analytics are rewriting the rules of competition. Updated with fresh content, Competing on Analytics provides the road map for becoming an analytical competitor, showing readers how to create new strategies for their organizations based on sophisticated analytics. Introducing a five-stage model of analytical competition, Davenport and Harris describe the typical behaviors, capabilities, and challenges of each stage. They explain how to assess your company’s capabilities and guide it toward the highest level of competition. With equal emphasis on two key resources, human and technological, this book reveals how even the most highly analytical companies can up their game. With an emphasis on predictive, prescriptive, and autonomous analytics for marketing, supply chain, finance, M&A, operations, R&D, and HR, the book contains numerous new examples from different industries and business functions, such as Disney’s vacation experience, Google’s HR, UPS’s logistics, the Chicago Cubs’ training methods, and Firewire Surfboards’ customization. Additional new topics and research include: Data scientists and what they do Big data and the changes it has wrought Hadoop and other open-source software for managing and analyzing data Data products—new products and services based on data and analytics Machine learning and other AI technologies The Internet of Things and its implications New computing architectures, including cloud computing Embedding analytics within operational systems Visual analytics The business classic that turned a generation of leaders into analytical competitors, Competing on Analytics is the definitive guide for transforming your company’s fortunes in the age of analytics and big data.
Author: Gerard J. Tellis
Publisher: SAGE
ISBN: 1452276749
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida 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 and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
Author: Nicholas Kaldor
Publisher: CUP Archive
ISBN:
Category : Advertising
Languages : en
Pages : 232
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Book Description
Author: Frederick James Allen
Publisher:
ISBN:
Category : Adertising
Languages : en
Pages : 216
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Book Description
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 298
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Book Description
Author: Albert E. Edgar
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 592
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Book Description
Author:
Publisher:
ISBN:
Category : Hardware stores
Languages : en
Pages : 1416
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Book Description
Author:
Publisher:
ISBN:
Category : Business
Languages : en
Pages : 828
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Book Description
