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.

Television Advertising: Measuring Short- and Long-Term Effects

Television Advertising: Measuring Short- and Long-Term Effects
Television advertising: Measuring short- and long-term effects
Nigel S.Hollis

For most of us who work in advertising, our working lives revolve around brands. How to build them, and how to keep them strong. But what are brands? Just for a moment, let us view them not from the viewpoint of people who work in advertising, marketing, or market research, but from that of the companies that own them. In this context, brands are enduring, profitable assets. Our jobs revolve around keeping brands strong and healthy in order to maintain the future income stream from this resource. But what role does advertising really play in this process?

I think that most of us would argue that advertising is the means by which ...

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