How Advertising Works : The Role of Research
, by John Philip JonesNote: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780761912415 | 076191241X
- Cover: Paperback
- Copyright: 6/10/1998
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.