How advertising works : the role of research

著者

• Jones, John Philip

書誌事項

How advertising works : the role of research

edited by John Philip Jones

Sage Publications, c1998

• : hbk
• : pbk

注記

Includes bibliographical references and indexes

内容説明・目次

内容説明

John Philip Jones, best-selling author of WhatAEs 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 processuclients, media, and agenciesuare 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

目次

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 Market Research - John Philip Jones Why We Need To Be Careful Likeability - Alexander L Biel Why Advertising That Is Well Liked Sells Well Qualitative Research in Advertising - Jan S Slater Perceptual Mapping - John Philip Jones Brain Wave Measures of Media Involvement - Herbert E Krugman Consumer Preferences as Predictions - Alfred Politz and W Edwards Deming Quantitative Pretesting for Television Advertising - John Philip Jones Rough versus Finished Commercials in Research - Paula Pierce Electronic Media Audience Measurement - Fiona Chew Consumer Purchasing, Starch, and STAS - John Philip Jones Does Magazine Advertising Produce an Immediate Effect? PART THREE: RESEARCH AFTER THE ADVERTISING HAS RUN Retail Research, Consumer Panels, Store Checking - John Philip Jones Campaign Evaluation through Modeling - Simon Broadbent Tracking Studies - Paul Feldwick Television Advertising - Nigel Hollis Short- and Long-Term Effects Do Award-Winning Commercials Sell? - Donald Gunn Single-Source Research - John Philip Jones Is STAS a Uniform Measure for All Types of Buyers? - John Philip Jones PART FOUR: ADVERTISING EFFECTS, INCLUDING SOME UNEXPECTED ONES How Much Advertising Works? - John Philip Jones Reduced Advertising and Its Impact on Profitability and Market Share in a Recession - Alexander L Biel Margin and Price Effects of Manufacturers' Brand Advertising - Robert L Steiner Macroeconomic Effects - John Philip Jones The Influence of Advertising on Overall Sales Levels

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA37866979
• ISBN:
  • 0761912401
  • 076191241X
• LCCN: 98008871
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Thousand Oaks, Calif.
• ページ数/冊数: 358 p.
• 大きさ: 23 cm
• 分類:
  • NDC9 : 674
  • LCC : HF5823
  • DC21 : 659.1
• 件名:
  • LCSH : Advertising
  • LCSH : Advertising -- Research