How Advertising Works: The Role of Research
Publication Year: 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.
- Front Matter
- Back Matter
- Subject Index
Part I: Markets and Advertising
- Chapter 2: The Advertising Process
- Chapter 3: The Turbulent Depths of Marketing
- Chapter 4: Brand Growth: The Past, the Present
- Chapter 5: Penetration, Brand Loyalty, and the Penetration Supercharge
- Chapter 6: Repetitive Advertising and the Consumer
- Chapter 7: Is Advertising Still Salesmanship?
- Chapter 8: Expansion Advertising
Part II: Research before the Advertising Runs
- Chapter 9: Market Research: Why we Need to be Careful
- Chapter 10: Likeability: Why Advertising that is Well Liked Sells Well
- Chapter 11: Qualitative Research in Advertising
- Chapter 12: Perceptual Mapping
- Chapter 13: Brain Wave Measures of Media Involvement
- Chapter 14: Consumer Preferences as Predictions
- Chapter 15: Quantitative Pretesting for Television Advertising
- Chapter 16: Rough versus Finished Commercials in Research
- Chapter 17: Electronic Media Audience Measurement
- Chapter 18: Consumer Purchasing, Starch, and STAS: Does Magazine Advertising Produce an Immediate Effect?
Part III: Research after the Advertising has Run
- Chapter 19: Retail Research, Consumer Panels, Store Checking
- Chapter 20: Campaign Evaluation through Modeling
- Chapter 21: Tracking Studies
- Chapter 22: Television Advertising: Measuring Short- and Long-Term Effects
- Chapter 23: Do Award-Winning Commercials Sell?
- Chapter 24: Single-Source Research
- Chapter 25: Is STAS a Uniform Measure for All Types of Buyers?
Part IV: Advertising Effects, Including Some Unexpected Ones
Copyright © 1998 by Sage Publications, Inc.
All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher.
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Library of Congress Cataloging-in-Publication Data
Main entry under title:
How advertising works: The role of research/edited by John Philip Jones.
Includes bibliographical references and index.
ISBN 0-7619-1240-1 (acid-free paper)
ISBN 0-7619-1241-X (pbk.: acid-free paper)
1. Advertising. 2. Advertising—Research. I. Jones, John Philip.
This book is printed on acid-free paper.
00 01 02 03 10 9 8 7 6 5 4 3
Acquiring Editor: Harry M. Briggs
Editorial Assistant: Anna Howland
Production Editor: Michèle Lingre
Editorial Assistant: Karen Wiley
Designer/Typesetter: Janelle LeMaster
Cover Designer: Ravi Balasuriya
This series of handbooks is dedicated to David Ogilvy
Editorial Board[Page vi]
The quality of research will improve, and this will generate a bigger corpus of knowledge as to what works and what doesn't. Creative people will learn to exploit this knowledge, thereby improving their strike rate at the cash register.—1983 (the first of 13 predictions about advertising),
About the Authors