TY  - BOOK
AU  - Tellis, Gerard J.
TI  - Effective advertising : : understanding when, how, and why advertising works
SN  - 9788178293707
U1  - 659.1 
PY  - 2004///
CY  - New Delhi
PB  - SAGE publication
KW  - Advertising
KW  - Consumers -- Attitudes
ER  -