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

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