Cover image for How advertising works : the role of research
Title:
How advertising works : the role of research
Author:
Jones, John Philip.
Publication Information:
Thousand Oaks, Calif. : Sage Publications, [1998]

©1998
Physical Description:
358 pages : illustrations ; 24 cm
Language:
English
Contents:
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.
Added Author:
ISBN:
9780761912408

9780761912415
Format :
Book

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Central Library HF5823 .H58 1998 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

John Philip Jones, bestselling author of What's in a Name? and When Ads Work , 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 this volume.

Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.


Reviews 1

Choice Review

Concerned with basic and applied research relevant to understanding the advertising process, this book is the first in a planned series of five volumes, each intended to cover a relatively self-contained field of knowledge about advertising and how it works. Contributions from 20 US and British authors (15 practitioners, 5 academics) make up this collection, which is organized into four parts: "Markets and Marketing" (7 chapters); "Research before the Advertising Runs" (10 chapters); "Research after the Advertising Has Run" (7 chapters); and "Advertising Effects, Including Some Unexpected Ones" (4 chapters). Some chapters were written specially for this volume, while others are adaptations of articles that have appeared in the professional press. In many instances different contributors, using different types of analysis, come to similar conclusions about advertising. Chapters can stand alone, and most include endnotes and selected references that emphasize empirical rather than theoretical literature. The volume presents a historical perspective of the role of research and its significance in developing effective and efficient advertising. A useful reference on advertising research techniques, approaches, problems, and practices for upper-division undergraduate through professional collections. R. R. Attinson; emeritus, CUNY College of Staten Island


Table of Contents

IntroductionJohn Philip Jones
Part 1 Markets And Advertising
The Advertising ProcessTimothy Joyce
The Turbulent Depths of MarketingLeo Bogart
Brand GrowthJosh McQueen and Alice K Sylvester and Scott D Moore
The Past, The Present
Penetration, Brand Loyalty and the Penetration SuperchargeJohn Philip Jones
Repetitive Advertising and the ConsumerAndrew S C Ehrenberg
Is Advertising Still Salesmanship?John Philip Jones
Expansion AdvertisingBrian Wansink
Part 2 Research Before The Advertising Runs
Market ResearchJohn Philip Jones
Why We Need To Be Careful
LikeabilityAlexander L Biel
Why Advertising That Is Well Liked Sells Well
Qualitative Research in AdvertisingJan S Slater
Perceptual MappingJohn Philip Jones
Brain Wave Measures of Media InvolvementHerbert E Krugman
Consumer Preferences as PredictionsAlfred Politz and W Edwards Deming
Quantitative Pretesting for Television AdvertisingJohn Philip Jones
Rough versus Finished Commercials in ResearchPaula Pierce
Electronic Media Audience MeasurementFiona Chew
Consumer Purchasing, Starch, and STASJohn Philip Jones
Does Magazine Advertising Produce an Immediate Effect?
Part 3 Research After The Advertising Has Run
Retail Research, Consumer Panels, Store CheckingJohn Philip Jones
Campaign Evaluation through ModelingSimon Broadbent
Tracking StudiesPaul Feldwick
Television AdvertisingNigel Hollis
Short- and Long-Term Effects
Do Award-Winning Commercials Sell?Donald Gunn
Single-Source ResearchJohn Philip Jones
Is STAS a Uniform Measure for All Types of Buyers?John Philip Jones
Part 4 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 RecessionAlexander L Biel
Margin and Price Effects of Manufacturers' Brand AdvertisingRobert L Steiner
Macroeconomic EffectsJohn Philip Jones
The Influence of Advertising on Overall Sales Levels

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