John Maynard Keynes was the most influential economist of the 20th Century, whose doctrines had a huge impact on American prosperity in the years following the Second World War. This new book by John Philip Jones describes the main features of Keynes's work, including the fiscal and monetary policies he recommended, together with a detailed tracking of how his theories played out in the American economy. The book focuses on each individual aspect of Keynes's doctrines: his revolutionary emphasis on the economy as a whole (the study that would later become known as macroeconomics); consumer demand and where it leads; investment demand and where it leads; the rate of interest and the influence of monetary policy; the role of government in controlling fiscal policy; and the overarching importance of expectations, optimism and pessimism. The book concludes with the seven major lessons drawn from the American economy in the latter half of the 20th Century and how these lessons were forecast by Keynes. An excellent introduction to Keynes and his legacy for students and non-specialist members of the public who want to know more about how the economy is controlled and stimulated, it is also of considerable interest to students of modern economic history.

John Maynard Keynes was the most influential economist of the 20th Century, whose doctrines had a huge impact on American prosperity in the years following the Second World War. This new book by John Philip Jones describes the main features of Keynes's work, including the fiscal and monetary policies he recommended, together with a detailed tracking of how his theories played out in the American economy. The book focuses on each individual aspect of Keynes's doctrines: his revolutionary emphasis on the economy as a whole (the study that would later become known as macroeconomics); consumer demand and where it leads; investment demand and where it leads; the rate of interest and the influence of monetary policy; the role of government in controlling fiscal policy; and the overarching importance of expectations, optimism and pessimism. The book concludes with the seven major lessons drawn from the American economy in the latter half of the 20th Century and how these lessons were forecast by Keynes. An excellent introduction to Keynes and his legacy for students and non-specialist members of the public who want to know more about how the economy is controlled and stimulated, it is also of considerable interest to students of modern economic history.

"The book makes an interesting and substantive contribution to the field of advertising directly, and also to the entire field of marketing communications or promotion. John Philip Jones presents a new and informed perspective that supports and underpins the need for advertising that works rather than emotive rhetoric that obscures its purpose and function."

--Philip J. Kitchen, University of Hull, U.K.

"This is a much needed text that puts misinformation to rest with strong evidence to disprove it. Most texts simply show how ads are developed, media plans are implemented, and lots of beautiful advertisements. This book shows how advertising can be and should be effective."

--Jan S. Slater, Ph.D., Ohio University

The workings of advertising have always remained a bit of a mystery; until about 1960 virtually nothing of the effectiveness of advertising was known. There was even some doubt about whether advertising worked at all. In the absence of facts, theories were developed up to fill the vacuum. These were soon developed into doctrines, which became widely followed?fables that became fashions. Not many of these theories were ever subjected to harsh scrutiny based on factual knowledge, mainly because there was not much factual knowledge available until recently.

John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate these advertising "fables" and "fashions," and also to study the facts. He uses the patterns and trends revealed by the accumulations of data from cutting-edge research to illustrate the occasional incompleteness, inadequacy, and in some cases total wrongheadedness of these fables and fashions. Each chapter then attempts to describe one aspect of how advertising really works.

Unlike most other advertising textbooks, Fables, Fashions, and Facts About Advertising is not written as a "how to" text, or as a vehicle for war stories, or as a sales pitch. Instead, it is a book that concentrates solely on describing how advertising works. Written to be accessible to the general public with little or no experience studying advertising, it makes the scholarship of an internationally renowned figure accessible to students taking beginning advertising courses.

Fables, Fashions, and Facts About Advertising is ideal as a core or supplemental text for courses in marketing, communication, journalism, and related disciplines. This volume should also be useful to the tens-of-thousands of business people whose careers are directly or indirectly concerned with advertising.

"John Philip Jones?s new book is a provocative and lively challenge to much conventional advertising practice."

?PAUL FELDWICK, Southcot House, Executive Planning Director, BMP,DDB, U. K.

"Professor John Philip Jones is more than a fine teacher, he is an exceptional thinker. John at last brings structure, clarity, and understanding to the murky business of how advertising contributes to brand profits. Reading his new book I found myself nodding ?yes, yes, yes? to things I had never read before."

?ERWIN EPHRON, President, Ephron, Papazian & Ephron, Inc.

"John Phillip Jones has set himself the highest hurdle there is?how to make advertising accountable. His argument is precise, and his language entertaining and intelligent, making this quest an essential, provocative and delightfully enjoyable voyage for professionals and students alike. Read it."

?ANDREW FENNING, Executive Vice President of J. Walter Thompson

"Building on his original single-source data analysis, Jones demonstrates in depth the potential power of advertising ideas. His new Gatekeeper model gives his thesis some real teeth and provides marketers and agencies with an invaluable tool to harness creativity profitably on behalf of brands."

?HAMISH PRINGLE, Director General of the IPA and co-author of 'Brand Spirit' and 'Brand Manners'

John Philip Jones gives you his methods and shares details of how advertising can be effectively measured and made accountable.

The Ultimate Secrets of Advertising is based on a large study of real brand advertising conducted by Media Marketing Assessment (MMA). Jones provides "inside" information and new information never published before on how advertising works, if it works, how much it works, and how to explain, present, determine, measure, and analyze the medium- and long-term effects of advertising.

"John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest."

?Andy Fenning, Executive Vice President,

Director of Strategic Development,

J. Walter Thompson, New York

"John Philip Jones is a name you know . . . . with opinions you value . . . . and updated and current information. Here is everything you need to know about advertising."

?Don E. Schultz, President,

Agora, Inc, Northwestern University

John Philip Jones, best-selling author of What?s In a Name? Advertising and the Concept of Brands and When Ads Work: New Proof that Advertising Triggers Sales, has compiled a comprehensive guide to the 77 key organizations and publications in the field of advertising and marketing communications.

Entries are arranged alphabetically for easy access and include a thorough description of each organization?s purpose, activity, and contact information. The collection is balanced among industry trade organizations (American Association of Advertising Agencies), research organizations (Marketing Science Institute), academic organizations (American Academy of Advertising), and pro-social organizations (Partnership for a Drug-Free America)., With 27 entries from outside of the United States, the collection is global in scope. Key publications such as AdWeek, Advertising Age, and AdMap are also included.

This resource guide is the fifth and final volume of a series edited by John Philip Jones that comprises an essential advertising library.

1. How Advertising Works: The Role of Research
2. The Advertising Business
3. How to Use Advertising to Build Strong Brands
4. International Advertising: Realities and Myths
5. Advertising Organizations and Publications

?John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.? --Andy Fenning, Executive Vice President, Director of Strategic Development,J. Walter Thompson, New York Advertising?s greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. Edited by John Philip Jones, best-selling author of What?s in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, that examine all aspects of brand management, brand equity, new and mature brands, and ?brand magic.? The brand concept is also extended in unexpected new areas such as political marketing, green marketing, and the arts. This handbook is part of a series edited by John Philip Jones that stands as a complete library of essential advertising theory and practice. Other volumes in this series include How Advertising Works: The Role of Research and The Advertising Business.

"John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest."

?Andy Fenning, Executive Vice President,

Director of Strategic Development,

J. Walter Thompson, New York

"John Philip Jones is a name you know . . . . with opinions you value . . . . and updated and current information. Here is everything you need to know about advertising."

?Don E. Schultz, President,

Agora, Inc, Northwestern University

John Philip Jones, best-selling author of What?s In a Name? Advertising and the Concept of Brands and When Ads Work: New Proof that Advertising Triggers Sales, has compiled a comprehensive guide to the 77 key organizations and publications in the field of advertising and marketing communications.

Entries are arranged alphabetically for easy access and include a thorough description of each organization?s purpose, activity, and contact information. The collection is balanced among industry trade organizations (American Association of Advertising Agencies), research organizations (Marketing Science Institute), academic organizations (American Academy of Advertising), and pro-social organizations (Partnership for a Drug-Free America)., With 27 entries from outside of the United States, the collection is global in scope. Key publications such as AdWeek, Advertising Age, and AdMap are also included.

This resource guide is the fifth and final volume of a series edited by John Philip Jones that comprises an essential advertising library.

1. How Advertising Works: The Role of Research
2. The Advertising Business
3. How to Use Advertising to Build Strong Brands
4. International Advertising: Realities and Myths
5. Advertising Organizations and Publications

?John Philip Jones is a name you know. . . . with opinions you value. . . . and updated and current information. Here is everything you need to know about advertising.? ?Don E. Schultz, Northwestern University John Philip Jones has edited a comprehensive handbook of the theory and practice of international advertising. The subject in not treated in isolation, but rather linked to overall trends in business globalization. An authoritative cast of chapter authors, representing academics and professionals from ten different countries, examine all aspects of international advertising, from broad concepts and issues to developments in specific countries and cutting-edge techniques developed outside of the United States.

?A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections.? ?R.R. Attison, CUNY College of Staten Island about the editor: ?John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.? --Andy Fenning, J. Walter Thompson, New York John Philip Jones, best-selling author of What?s 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 successful advertising procedures. All aspects of the business?creativity, media planning, operations, and specialty advertising?are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, 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. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.

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