Introduction / John Philip Jones -- The advertising process / Timothy Joyce -- The turbulent depths of marketing / Leo Bogart -- Brand growth : the past, the present / Josh McQueen, Alice K. Sylvester, and Scott D. Moore -- 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 -- Market research : why we need to be careful / John Philip Jones -- Likeability : why advertising that is well liked sells well / Alexander L. Biel -- 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 : does magazine advertising produce an immediate effect? / John Philip Jones -- Retail research, consumer panels, store checking / John Philip Jones -- Campaign evaluation through modeling / Simon Broadbent -- Tracking studies / Paul Feldwick / Television advertising : measuring short and long term effects / Nigel S. Hollis -- 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 -- 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 : the influence of advertising on overall sales levels / John Philip Jones.