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.

Single-Source Research

Single-Source Research
Single-source research
John PhilipJones

Single-source research is a method for measuring the sales effects of advertising. It was developed originally on an experimental basis in the United Kingdom in the mid-1960s. The 1970s and 1980s saw continuous attempts to apply the technique in the United States, with only limited success. The situation improved in the early 1990s.

Many people responsible for brands are uncomfortable with certain types of quantitative research, and the research industry has tended not to be user-friendly. Single-source research—despite its cost and the complications involved in implementing it—is in essence a simple technique, and its findings are easy to understand.

Single-source research is not new. However, the pure method used by A. C. Nielsen (which I will describe shortly) is so unusual as to ...

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