Advertisements are persistent. Today, advertisers blast consumers with requests or reminders from morning till dawn. Thus, ads greatly absorb consumers' awareness and have the potential of greatly affecting their thoughts, attitudes, feelings, and decisions.

Effective Advertising & Social Media: Strategy & Analytics explores the immediate and subsequent effects of advertising on consumer choice, sales, and market share. To explain the broad scope of advertising, this publication uses simple terms and ideas in a general sense that encompass a variety of contexts in which advertising occurs.

Effective Advertising & Social Media: Strategy & Analytics, by Gerard Tellis:


explores many reasons why advertising is a vitally important factor in free markets.
explains the effectiveness of advertising by describing the modes of persuasion through which advertising works and the metrics, designs, and tools for estimating the effect of advertising.
summarises common myths about advertising effectiveness in contrast to the major findings from research and presents a general theory of advertising that summarises and integrates the contents of the other chapters.