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.
Instead of using advertising to generate preference or choice, many high-share, low-growth brands are now using advertising to suggest new ways to use the brands, or new situations in which they can be consumed. That is, instead of simply encouraging consumers to choose a brand, they are encouraging consumers to use it more frequently. For mature brands, such as Arm & Hammer Baking Soda, A-1 Steak Sauce, and Campbell's soups, this type of advertising campaign may be a cost-effective way in which to build sales. For such brands, encouraging current users to eat an additional can of soup each month or to use steak sauce twice as often may be more effective at boosting sales than trying to convince nonusers to switch ...