John Philip Jones, bestselling author of
What's in a Name? and
When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume.
Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume.
Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.Introduction - John Philip Jones
PART ONE: MARKETS AND ADVERTISING
The Advertising Process - Timothy Joyce
The Turbulent Depths of Marketing - Leo Bogart
Brand Growth - Josh McQueen, Alice K Sylvester and Scott D Moore
The Past, The Present
Penetration, Brand Loyalty and the Penetration Supercharge - John Philip Jones
Repetitive Advertising and the Consumer - Andrew S C Ehrenberg
Is Advertising Still Salesmanship? - John Philip Jones
Expansion Advertising - Brian Wansink
PART TWO: RESEARCH BEFORE THE ADVERTISING RUNS
![How Advertising Works The Role of Research [Paperback]](/itemImage/2/3/2/8/2_834935.jpg "How Advertising Works The Role of Research [Paperback] xxx")