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.
Likeability: Why Advertising that is Well Liked Sells Well
As Timothy Joyce has shown Chapter 2 of this volume, one of the more unexpected results of the Advertising Research Foundation (ARF) Copy Research Validity Project was that scaled response about the likeability of a commercial was the single best predictor of sales effectiveness. The ARF's study compared the copy-testing techniques most frequently used in the United States to measures of sales from a split-cable source. In each case, two commercials for the same established brand of repeat-purchase packaged goods that had produced significant sales differences in the marketplace were [Page 112]run through a formidable gamut of copy-testing measures. Perhaps the most striking result of this study ...