The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications

By John Philip Jone and John Philip Jones

Book Overview

"A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections."
--R.R. Attison, CUNY College of Staten Island

"John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest."
--Andy Fenning, J. Walter Thompson, New York

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 successful advertising procedures. All aspects of the business--creativity, media planning, operations, and specialty advertising--are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, 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. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.

• Format: Paperback
• Language: English
• ISBN: 0761912398
• ISBN13: 9780761912392
• Release Date: February 1999
• Publisher: Sage Publications, Inc
• Length: 560 Pages
• Weight: 2.00 lbs.
• Dimensions: 1.1" x 6.0" x 9.0"

Customer Reviews

An International Treasure

John Philip Jones is an international treasure in the advertising business. A 25+ year veteran of J. Walter Thompson Advertising, Jones built some of Thompson's most successful agencies and was responsible for some of their most successful campaigns in Europe and around the globe. When he entered academia, the American Advertising Federation awarded him the 1991 Distinguished Advertising Educator award for his work at Syracuse University. This book is the perfect combination of theoretical excellence and real-world practicality. A MUST read for anyone who wants to make their mark in the advertising business today.

Great food for thought

Reading this book sort of helps you put things you know in the right perspective in addition to giving you valuable insights into our business. It is a MUST read for any advertising professional, especially those involved in Agency management, client service and media.