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Effective Advertising & Social Media: Strategy & Analytics

Author(s): Gerard Tellis

Edition: 2

Copyright: 2019

Pages: 394

Edition: 2

Copyright: 2019

Pages: 394

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$115.76

ISBN 9781524923211

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ISBN 9781524994266

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Effective Advertising & Social Media: Strategy & Analytics integrates a vast literature in consumer behavior and quantitative marketing on when, how, and why advertising works, in the new environment of social media. The book is in three parts.

  • Part I explains the importance of advertising, the social media revolution, myths and reality of how advertising works, and principles of truth in advertising within the U.S.
  • Part II explains how to craft the advertising message based on the fundamentals of grabbing attention and persuasion through argument, emotion, endorsers, and humor. Each chapter introduces a new metric for evaluating these important routes of persuasion in an ad.
  • Part III explains the strategy and analytics of placing the message through assessing advertising effectiveness, budgeting, media placement, and schedule evaluation.

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

Gerard Tellis
Gerard J. Tellis (PhD Michigan) is Professor, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the Marshall School of Business, the University of Southern California. Dr. Tellis is an expert in advertising, social media, innovation, global market entry, and new product growth. He has published 7 books and over 200 articles (http://www.gtellis.net). His publications have won over 21,000 citations in Google Scholar and over 20 prestigious awards. Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam and a Research Fellow at Cambridge’s Judge Business School, and Fellow of the following academies: INFORMS Society of Marketing Science, American Marketing Association, Institute for the Study of Business Markets, and Sidney Sussex College, Cambridge University, UK. He is President Elect of ISMS. Previously he was a Trustee of the MSI, the Treasurer and VP External Affairs of ISMS, Associate Editor of Marketing Science and Journal of Marketing Research, and a Sales Development Manager of Johnson & Johnson.

Effective Advertising & Social Media: Strategy & Analytics integrates a vast literature in consumer behavior and quantitative marketing on when, how, and why advertising works, in the new environment of social media. The book is in three parts.

  • Part I explains the importance of advertising, the social media revolution, myths and reality of how advertising works, and principles of truth in advertising within the U.S.
  • Part II explains how to craft the advertising message based on the fundamentals of grabbing attention and persuasion through argument, emotion, endorsers, and humor. Each chapter introduces a new metric for evaluating these important routes of persuasion in an ad.
  • Part III explains the strategy and analytics of placing the message through assessing advertising effectiveness, budgeting, media placement, and schedule evaluation.

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

Gerard Tellis
Gerard J. Tellis (PhD Michigan) is Professor, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the Marshall School of Business, the University of Southern California. Dr. Tellis is an expert in advertising, social media, innovation, global market entry, and new product growth. He has published 7 books and over 200 articles (http://www.gtellis.net). His publications have won over 21,000 citations in Google Scholar and over 20 prestigious awards. Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam and a Research Fellow at Cambridge’s Judge Business School, and Fellow of the following academies: INFORMS Society of Marketing Science, American Marketing Association, Institute for the Study of Business Markets, and Sidney Sussex College, Cambridge University, UK. He is President Elect of ISMS. Previously he was a Trustee of the MSI, the Treasurer and VP External Affairs of ISMS, Associate Editor of Marketing Science and Journal of Marketing Research, and a Sales Development Manager of Johnson & Johnson.