pt. I. Understanding advertising -- 1. Evaluating advertising -- Importance of advertising in modern economies -- Summary -- Problems evaluating advertising effectiveness -- Explanation of key terms -- 2. Sweet, secret workings of advertising -- Myths about advertising effectiveness -- Truth about advertising -- Effects of advertising intensity -- Dynamic effects of advertising -- Effects of ad campaigns -- Effects of advertising creative -- Contingent effects of advertising -- 3. A general theory of firms' advertising -- Why firms advertise : theory of advertising demand -- Supply exceeds demand -- Knowledge about the supplier or product is low -- Confidence in the supplier or product is low -- Demand exceeds supply -- Why big successes are rare : theory of advertising effectiveness -- Inattention to advertising -- Resistance to persuasion -- Miscomprehension of ad messages -- Imitation of effective techniques -- Why firms persist with ineffective ads : theory of advertising supply -- Lack of field tests and tracking -- Conflict of interest with the ad agency -- Competitive pressure -- Incentive system -- Budgeting system -- Price support -- Trade support -- Summary -- 4. Measures of advertising's effectiveness -- Definition and classification of advertising variables -- Measures of inputs -- Measures of outcomes -- Measures of processes -- Paradigms of research -- Models of the hierarchy of effects -- Learning hierarchy -- Dissonance/attribution hierarchy -- Low-involvement hierarchy -- Relevance of the hierarchy of effects -- Summary -- 5. Research designs to assess advertising effectiveness -- Laboratory experiment -- Basic terms -- Evaluating experiments -- Field approach -- Econometric models -- Evaluation of the field approach -- Hybrid approaches -- Market experiments -- Single-source data -- Summary.

pt. II. Findings from market studies : when and how much advertising works -- 6. Market effects of advertising intensity -- Classification of studies -- Findings about advertising weight -- Anheuser-Busch experiments, 1963-1968 -- Experiments at Grey Advertising and D'Arcy Advertising -- AdTel experiments -- Aaker and Carman's (1982) review of experiments -- Campbell Soup experiments -- Experiments at Information Resources, Inc. -- Summary -- Findings about advertising elasticity -- Meta-Analysis -- Assmus, Farley, and Lehmann (1984) -- Sethuraman and Tellis (1991) -- Findings about advertising frequency -- McDonald (1971) -- Tellis (1988a) -- Pedrick and Zufryden (1991) -- Deighton, Henderson, and Neslin (1994) -- Jones (1995) -- Summary -- Findings about advertising weight -- Findings about advertising elasticity -- Findings about advertising frequency -- 7. Advertising's dynamic and content effects -- Findings about advertising carryover -- Clarke (1976) -- Leone (1995) -- Tellis, Chandy, and Thaivanich (2000) -- Mela, Gupta, and Lehmann (1995) -- Information Resources, Inc. experiments -- Dekimpe and Hanssens (1995) -- Findings about advertising wearin and wearout -- Greenberg and Sutton (1973) -- Pechmann and Stewart (1992) -- Tellis, Chandy, and Thaivanich (2000) -- Henderson Blair (2000) -- Other studies -- Findings about advertising content -- Chandy, Tellis, MacInnis, and Thaivanich (2001) -- MacInnis, Rao, and Weiss (2002) -- Summary -- Findings about advertising carryover -- Findings about wearin -- Findings about wearout -- Findings about content.

pt. III. Findings from experimental studies : how and why advertising works -- 8. Advertising as persuasion -- Routes of persuasion -- Choice of routes -- Stability of persuasion -- Low-involvement or passive processing -- Mere exposure -- Priming -- Soft-sell messages -- Subliminal advertising -- Repetition in persuasion -- Factors influencing repetition -- Theories explaining repetition -- Summary -- 9. Argument in advertising -- How argument persuades -- Argument strategy -- Comparative argument -- Refutational argument -- Rhetorical question -- Innoculative argument -- Framing -- Supportive argument -- Summary -- 10. Emotion in advertising -- How do emotions work? -- Modes of persuasion -- Advantages of emotion -- Disadvantages of emotion -- When do emotions work? -- Methods of arousing emotions -- Drama, story, and demonstration -- Humor -- Music -- Role of specific emotions -- Irritation -- Warmth -- Fear -- Ennobling emotions -- Summary -- 11. Endorsement in advertising -- Types of endorsers -- Experts -- Celebrities -- Lay endorsers -- Why endorsements work -- Source credibility theory -- Source attractiveness theory -- Meaning transfer theory -- When to use endorsers -- Domain of the theories -- Audience conditions -- Cost-effectiveness -- Communication modes -- Strategic implications -- Choosing endorsers -- Discreet use of celebrities -- Screening for endorsers -- Managing endorsers -- Avoiding stereotypes -- Summary.