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.

The Advertising Process

The Advertising Process
The advertising process

In 1967, at a seminar on advertising research organized by the European Society for Opinion and Marketing Research (ESOMAR), I gave an invited paper titled, “What Do We Know About How Advertising Works?”1 For some reason, at that time this paper appeared to strike a chord. It came to be frequently quoted and was several times reprinted—including in a somewhat revised form in Simon Broadbent's collection of ESOMAR papers, Market Researchers Look at Advertising.2 It was also, in the year of the original seminar, picked up by Advertising Age in the United States and published by them in three parts. On my first visit to the United States, in 1967, I was surprised to find that many of the research ...

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