TY  - BOOK
AU  - Tellis, Gerard J.
TI  - Effective advertising: understanding when, how, and why advertising works 
SN  - 8178293706
U1  - 659.1 
PY  - 2004///
CY  - New Delhi
PB  - Sage Publications
KW  - Consumers -- Attitudes
KW  - Advertising
N1  - Includes index
ER  -