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.

How Much Advertising Works?

How Much Advertising Works?
How much advertising works?
John PhilipJones

This chapter is based on the findings of pure single-source research, a technique also discussed in Chapters 18, 24, and 25 of this volume. A very brief description of pure single-source research is that it measures each household's reception of advertising for specific advertised brands and relates this to the purchasing of those brands by those same households shortly after the advertising. We must isolate, identify, and prove reception of advertising for the brand within a defined period before buying takes place (I use a period of 7 days before purchase). This means that we must record buying on a purchase-by-purchase basis, with the use of scanners. The basic measure of advertising's short-term effectiveness is Short-Term Advertising ...

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