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.

Qualitative Research in Advertising

Qualitative Research in Advertising
Qualitative research in advertising
Jan S.Slater

An avid proponent of research, advertising legend David Ogilvy, has said, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”1 Indeed, advertising people cannot afford to ignore research. Advertising is big business, with more than $100 billion spent annually in main media.2 It is just too big an investment for advertisers to speculate or rely on gut instincts. Research is needed to reduce uncertainty and to provide data for developing strategies and advertisements. But research is not an insurance policy; it is only a tool that advertisers can use to gain information on and better understanding of consumers and how advertisements might communicate with them. In fact, no amount of ...

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