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.

Is Advertising Still Salesmanship?

Is Advertising Still Salesmanship?
Is advertising still salesmanship?
John PhilipJones

The question posed in the title of this chapter is not a joke, although many American advertising people will find it curious if not incomprehensible. The notion of advertising as a branch of salesmanship is so obvious and has such a long history that few American advertisers have ever been able to imagine advertising as being anything else. The question will, however, cause less surprise to European, especially British, practitioners, whose styles of advertising are only too often difficult for Americans to comprehend. In European advertising, understated softness, quirkiness, indirectness, unusual visual effects, and bizarre humor are taken to extremes. If such advertising works at all, it must obviously work in unexpected ways.

In contrast, American advertising ...

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