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.
Perceptual mapping is a useful analytic device for presenting brands in juxtaposition to their competitors, according to defined criteria. The measures and the relative positions of the brands on the map are derived from research, and the map is an expository device that is capable of leading to action by pinpointing gaps. The criteria mostly relate to how consumers perceive the brands. This perception helps the advertiser to find the uncommon and salient qualities of a brand that should be embodied in its advertising proposition—the basic message communicated by its advertising campaign.
There is no end to the perceived functional and nonfunctional characteristics that the maps can cover. Each characteristic is set out on a continuum, with the ends representing opposite extremes ...