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.

Brand Growth: The Past, the Present

Brand Growth: The Past, the Present
Brand growth: The past, the present
JoshMcQueenAlice K.SylvesterScott D.Moore
The Past

Modern marketing practices in the United States have been associated with four distinct phases of development. In each phase, category and brand growth has been achieved and measured differently.

Phase I (Circa 1950–1965)

The advent of television in the 1950s enabled marketers to reach huge and widely dispersed audiences efficiently. At the same time, the efficiency of wartime industrial automation efforts was extended to domestic consumer businesses. Booming growth in real income enabled consumers to buy more products than ever before. Category growth was easy and explosive; brand growth seemed unstoppable. During this initial phase of modern marketing, annual shipments and store research were crucial measures of performance.

Phase 2 (Circa 1965–1980)

Years later, ...

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