The ultimate secrets of advertising
著者
書誌事項
The ultimate secrets of advertising
Sage Publications, c2002
- : cloth
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
"John Philip Jones's new book is a provocative and lively challenge to much conventional advertising practice."
-PAUL FELDWICK, Southcot House, Executive Planning Director, BMP,DDB, U. K.
"Professor John Philip Jones is more than a fine teacher, he is an exceptional thinker. John at last brings structure, clarity, and understanding to the murky business of how advertising contributes to brand profits. Reading his new book I found myself nodding 'yes, yes, yes' to things I had never read before."
-ERWIN EPHRON, President, Ephron, Papazian & Ephron, Inc.
"John Phillip Jones has set himself the highest hurdle there is-how to make advertising accountable. His argument is precise, and his language entertaining and intelligent, making this quest an essential, provocative and delightfully enjoyable voyage for professionals and students alike. Read it."
-ANDREW FENNING, Executive Vice President of J. Walter Thompson
"Building on his original single-source data analysis, Jones demonstrates in depth the potential power of advertising ideas. His new Gatekeeper model gives his thesis some real teeth and provides marketers and agencies with an invaluable tool to harness creativity profitably on behalf of brands."
-HAMISH PRINGLE, Director General of the IPA and co-author of 'Brand Spirit' and 'Brand Manners'
John Philip Jones gives you his methods and shares details of how advertising can be effectively measured and made accountable.
The Ultimate Secrets of Advertising is based on a large study of real brand advertising conducted by Media Marketing Assessment (MMA). Jones provides "inside" information and new information never published before on how advertising works, if it works, how much it works, and how to explain, present, determine, measure, and analyze the medium- and long-term effects of advertising.
目次
Big Ideas and Good Ideas
Passing through the Gate
Getting It Right the First Time
Repetition, Competition and the Growth (or Decline) of Brands
Keeping the Brand in the Window
The Bridge to the Long Term
A First Measure of Long-Term Effects
The Depth of Advertising's Long-Term Effects
Can Doses of Advertising Produce Doses of Profit?
Frozen Effects versus Continuous Effects
Snapshots versus Movies
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