TY  - BOOK
AU  - Tellis, Gerard J  .
TI  - Effective advertising: understanding when, how, and why advertising works / 
SN  - 81-7829-370-6
U1  - 4OaX83 
PY  - 2004///
CY  - New Delhi : 
PB  - Response Books , 
KW  - Advertising works
ER  -