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.
