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.
Quantitative Pretesting for Television Advertising
The greatest problem that has always afflicted advertising is the waste that it entails. Almost a hundred years ago, two leading advertisers in two different countries, William Hesketh Lever and John Wanamaker, made the statement—apparently independently of one another—that half their advertising was wasted, but they did not know which half. This aphorism has become folklore, yet no advertising practitioner during the intervening century has made much of an attempt to improve matters at a macro level. The intense conservatism of the advertising industry has ensured that the obvious waste is regarded with complacency and indifference.
This is all perfectly clear from the research I have carried out in both the United States and Germany. This ...