How Advertising Works: The Role of Research

by John Philip Jones (Editor)

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Format: Paperback

Synopsis of How Advertising Works: The Role of Research

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.

Product details

  • Pages: 368
  • Publisher: SAGE Publications Inc
  • Published: 1st June 1998
  • Language: English
  • ISBN: 9780761912415
  • Category: Business & Economics

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