TY  - BOOK
AU  - Tellis, Gerard J.
TI  - Effective Advertising:  Understanding when, how, and why advertising works 
SN  - 8178293706
U1  - 302.23 
PY  - 2004///
CY  - New Delhi
PB  - Response Books
KW  - Media Studies
KW  - Mass Media
KW  - Advertising
N1  - Includes bibliographical references and index
ER  -