Advertising Today and Tomorrow surveys the structure and function of modern advertising (and in particular the modern advertising agency), investigates how appropriate its machinery is for modern business requirements, and suggests how, both for the good of itself and its clients, it can best equip and refine itself for the future. It is of great use to students of business, particularly of marketing, in the colleges, universities and business schools, as well as being of great help to young people seeking to make advertising their career.
First published in 1974.
<DIV><P><B><SPAN>Understanding Effective Advertising: How, When, and Why Ads Work </SPAN></B><SPAN>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. </SPAN></P> <P></P><P><SPAN>The first comprehensive book on advertising effectiveness, <B>Understanding Effective Advertising</B> 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. <SPAN>Tellis</SPAN> distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.</SPAN></P></DIV>
Until now, no textbook on TQ has emerged that was written specifically for the healthcare industry. The Textbook of TQ in Healthcare is the first true text prepared by healthcare professionals for healthcare professionals. It provides a discussion of the tools, techniques and principles of TQ. Academic programs will find this text very useful for courses in TQ, quality management, general and strategic management and leadership.The Textbook is also an excellent reference for students and professionals in medicine, nursing, allied health services, pharmacy and healthcare administration. The Textbook of TQ in Healthcare starts with an introduction and history of TQ and its movement from the manufacturing sector to the healthcare industry. Quality is then discussed as a major cornerstone of the healthcare delivery system. Principles, methods for implementation and the tools for assessing TQ progress are described. The Textbook concludes with a section on comparative analysis of TQ with other management philosophies. Also presented are a case study of a major healthcare facility that has actually implemented TQ and an excellent collection of articles that further expand the understanding of TQ.
This journal is intended for use by entrepreneurs who wish to keep a journal of their advertising ideas. Various ideas and locations may be documented within the pages of this journal, and it is meant to serve as a guide and reference book to established and aspiring entrepreneurs alike.
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