How Advertising Works - The Role of Research (Paperback, New)

John Philip Jones, best-selling author of WhatÆs in a Name?, Advertising and the Concept of Brands, and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising processùclients, media, and agenciesùare fully represented in How Advertising Works. Chapter authors reflect a global mix of academic and professional backgrounds and include Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles. The result is a single "knowledge bank" of theory and practice for advertising students and professionals. Future handbooks, also edited by John Philip Jones, will address key topics of advertising agency operation, brand building, and multinational advertising. How Advertising Works will be of interest to students and professionals in advertising, marketing, and communication

General

Imprint:	Sage Publications Ltd
Country of origin:	United States
Release date:	July 1998
First published:	1998
Editors:	John Philip Jones
Dimensions:	228 x 152 x 24mm (L x W x T)
Format:	Paperback
Pages:	368
Edition:	New
ISBN-13:	978-0-7619-1241-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Advertising industry
LSN:	0-7619-1241-X
Barcode:	9780761912415

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