Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and`brand magic.' The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.
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About the Author
John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor’s Citation for Exceptional Academic Achievement.
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Inside This Book
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First Sentence:
This handbook is the third in a series of five. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
new brand activity, cable marketers, blind product tests, brand idea, advertising curriculum, unsuccessful brands, brand symbolism, subscription brochure, functional superiority, brand description, brand valuation, election advertising, advertising education, cable affiliates, leather protector, campaign spending limits, teaching advertising, green claims, label soup, brand strength, brand equity, brand personality, brand presence, advertising executions, elderly consumers Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, United States, John Philip Jones, United Kingdom, Advertising Age, Millward Brown, Judie Lannon, World War, Brand Finance Limited, Coca-Cola Company, Security Pacific, Behavioral Consumer Quadrants, Filip Palda, Franklin Mint, Lawrence Erlbaum, Market Research Society, Marketing Science Institute, Stephen King, The Wheel of Marketing, Developing New Brands, Harvard Business Review, Institute of Practitioners, Larry Light, Leo Burnett, Northwestern University New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
This handbook is the third in a series of five. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
new brand activity, cable marketers, blind product tests, brand idea, advertising curriculum, unsuccessful brands, brand symbolism, subscription brochure, functional superiority, brand description, brand valuation, election advertising, advertising education, cable affiliates, leather protector, campaign spending limits, teaching advertising, green claims, label soup, brand strength, brand equity, brand personality, brand presence, advertising executions, elderly consumers Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, United States, John Philip Jones, United Kingdom, Advertising Age, Millward Brown, Judie Lannon, World War, Brand Finance Limited, Coca-Cola Company, Security Pacific, Behavioral Consumer Quadrants, Filip Palda, Franklin Mint, Lawrence Erlbaum, Market Research Society, Marketing Science Institute, Stephen King, The Wheel of Marketing, Developing New Brands, Harvard Business Review, Institute of Practitioners, Larry Light, Leo Burnett, Northwestern University New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 64
books:
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8
books
cite this book:
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- How Much is Enough? by Arthur Simon on 6 pages
- Managing Brand Equity by David A. Aaker on 5 pages
- Advertising Works: v. 6 by Paul Feldwick on 4 pages
- The Open Society and Its Enemies, Vol. 1: The Spell of Plato by Sir Karl Raimund Popper on page 70, and page 93
- When Ads Work: New Proof That Advertising Triggers Sales by John Philip Jones on page 14, and page 68
See all 64 books this book cites
- Capitalizing on Culture: Critical Theory for Cultural Studies (Cultural Spaces) by Shane Gunster in Back Matter (1), and Back Matter (2)
- How Advertising Works: The Role of Research by John Philip Jones in Front Matter
- Advertising Organizations and Publications: A Resource Guide by John Philip Jones in Front Matter
- Brands (Routledge Introductions to Media and Communications) by Marcel Danesi in Back Matter
- Advertising Organizations and Publications by John Philip Jones in Front Matter
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