How Advertising Works

The Role of Research

by Jones, John Philip

Description
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.

Rights Information

WORLD

Thank you for proceeding with this offer.

SAGE Publications has chosen to review this offer before it proceeds.

You will receive an email update that will bring you back to complete the process.

You can also check the status in the My Offers area
Bibliographic Information
  • Pub date: June 1998
  • English
  • 9781452267562 / 076191241X
  • California
  • Primary Price: 50 GBP
  • Pages: 368
  • SAGE Publications / SAGE Publications, Inc
  • Readership: Professional and scholarly
  • Publish State: Published
  • Responsibility: edited by John Philip Jones.
  • Page size: 23
  • Illustration: ill., facsims.
  • Reference Code: BDZ0001393795