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" How advertising works : "
edited by John Philip Jones
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BL
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| Record Number
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633611
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| Doc. No
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dltt
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| Title & Author
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How advertising works : : the role of research /\ edited by John Philip Jones
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| Page. NO
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358 pages :: illustrations ;; 24 cm
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| ISBN
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0761912401
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: 9780761912408
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: 076191241X
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: 9780761912415
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| Bibliographies/Indexes
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Includes bibliographical references and indexes
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| Contents
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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? ; 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 ; Is STAS a uniform measure for all types of buyers? ; 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
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| Subject
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Advertising
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| Subject
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Advertising-- Research
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| Subject
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Marktonderzoek
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| Subject
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Reclame
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| Dewey Classification
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659.1
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| LC Classification
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HF5823.H58 1998
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| Added Entry
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Jones, John Philip
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