Gerard J. Tellis(PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in public policy, virality on social media, diffusion of innovations, advertising, and global market entry. He has published 7 books and over 200 papers [...] ) that have won over 27,000 citations in Google Scholar. His publications have won over 25 awards, including the AMA-IRWIN-McGraw Hill Distinguished Educator, Long Term Impact Marketing Science, Frank M. Bass, William F. O¿Dell (twice), and Harold D. Maynard (twice) awards. Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam and a Fellow of Sidney Sussex College, Cambridge University, UK. He is President of ISMS and was an Associate Editor of Marketing Science and Journal of Marketing Research. Previously he was a Trustee of the Marketing Science Institute, the Treasurer and VP External Affairs of ISMS, and a Sales Development Manager of Ethnor/ Johnson & Johnson. In his spare time he is a fruit gardener and a rock collector.

1. EVALUATING ADVERTISI NG
IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS
2. SWEET, SECRET WORKINGS OF ADVERTISING
MYTHS ABOUT ADVERTISING EFFECTIVENESS
TRUTH ABOUT ADVERTISING
3. 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 ADVERTISING: THEORY OF ADVERTISING SUPPLY
4. MEASURES OF ADVERTISING¿S EFFECTIVENESS
DEFINITION AND CLASSIFICATION OF ADVERTISING VARIABLES
MODELS OF THE HIERARCHY OF EFFECTS
5. RESEARCH DESIGNS TO ASSESS ADVERTISING EFFECTIVENESS
LABORATORY EXPERIMENT
FIELD APPROACH
HYBRID APPROACHES
6. MARKET EFFECTS OF ADVERTISING INTENSITY
CLASSIFICATION OF STUDIES
FINDINGS ABOUT ADVERTISING WEIGHT
FINDINGS ABOUT ADVERTISING ELASTICITY
FINDINGS ABOUT AD FREQUENCY
7. ADVERTISING¿S DYNAMIC AND CONTENT EFFECTS
FINDINGS FROM MARKET STUDIES ABOUT ADVERTISING CARRYOVER
FINDINGS ABOUT ADVERTISING WEARIN AND WEAROUT
FINDINGS ABOUT AD CONTENT
8. ADVERTISING AS PERSUASION
ROUTES OF PERSUASION
LOW INVOLVEMENT OR PASSIVE PROCESSING
REPETITION IN PERSUASION
9. ARGUMENT IN ADVERTISING
HOW ARGUMENT PERSUADES
AGRUMENT STRATEGY
10. EMOTION IN ADVERTISING
HOW DO EMOTIONS WORK?
WHEN DO EMOTIONS WORK?
METHODS OF AROUSING EMOTIONS
ROLE OF SPECIFIC EMOTIONS
11. ENDORESEMENT IN ADVERTISING
TYPES OF ENDORSERS
WHY ENDORSEMENTS WORK
WHEN TO USE ENDORSERS
STRATEGIC IMPLICATIONS
COLLECTION OF SINGLE SOURCE DATA