How Advertising Works: The Role of Research

Book Overview

John Philip Jones, best-selling author of What s in a Name?, Advertising and the Concept of Brands, and When Ads Work: New Proof That Advertising Triggers Sales, 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 How Advertising Works. Chapter authors reflect a global mix of academic and professional backgrounds and include Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles. The result is a single "knowledge bank" of theory and practice for advertising students and professionals. Future handbooks, also edited by John Philip Jones, will address key topics of advertising agency operation, brand building, and multinational advertising. How Advertising Works will be of interest to students and professionals in advertising, marketing, and communication

• Format: Paperback
• Language: English
• ISBN: 076191241X
• ISBN13: 9780761912415
• Release Date: June 1998
• Publisher: Sage Publications, Inc
• Length: 368 Pages
• Weight: 1.35 lbs.
• Dimensions: 0.9" x 6.0" x 9.0"

Customer Reviews

AN AMAZING BOOK! A must!

I am in the business of publishing since 1975. this is the most practical book I ever read in this critical subject. The author is the Einstein of Advertising. simple yet effective book.