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 Turbulent Depths of Marketing

The Turbulent Depths of Marketing
The turbulent depths of marketing
LeoBogart

The typical packaged goods marketer looks out on a calm sea of national sales statistics. In this chapter, we are going to descend into the turbulent depths.

There was a time when a manufacturer's best intelligence about what was going on in the marketplace came from sales statistics and from the impressions gathered by sales representatives. This meant that any assessment of the effects of marketing actions had to rely on the manufacturer's record of sales as they rose and fell in response to product and packaging changes, pricing, dealing, and promotion. All this changed with the advent of market research that looked at the sum total of consumption and purchasing and positioned the manufacturer's own brands ...

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