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.

Do Award-Winning Commercials Sell?

Do Award-Winning Commercials Sell?
Do award-winning commercials sell?

This chapter is based on a number of investigations carried out by the Leo Burnett advertising agency. The main findings are derived from a survey conducted by Burnett, with help from more than 120 other agencies around the world, between February and June of 1996, and covering advertising that ran in 1994 and 1995. The results were presented to the delegates at the 43rd International Advertising Festival at Cannes on June 26, 1996.

This project was a direct follow-up to a precisely similar project conducted between February and June 1994 for presentation at Cannes in 1994. This first study covered advertising that ran in 1992 and 1993. When I sum up at the end of this chapter, I will ...

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