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.

Introduction
Introduction
John PhilipJones

This handbook is the first in a planned series of five. The individual volumes are to come off the press in sequence and with minimal delays between them. The titles of the five volumes are as follows:

  • How Advertising Works: The Role of Research
  • Advertising Procedures and Operations
  • How to Use Advertising to Build Strong Brands
  • Multinational Advertising: Realities and Myths
  • Advertising Organizations and Publications: A Resource Guide

This rather ambitious project, which I have been planning for many years, comprises a collection of separate articles by advertising specialists—many of them world-renowned figures—all of their contributions focused on the topics covered by the five volumes. Each volume is designed to cover its subject area fairly comprehensively. The large majority of individual chapters were written specially for this series, although ...

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