How Advertising Works: The Role of Research [Paperback]

John Philip Jones (Editor)

Book Description

ISBN-10: 076191241X | ISBN-13: 978-0761912415 | Publication Date: June 10, 1998 | Edition: 1

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.

Editorial Reviews

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.

Product Details

• Paperback: 368 pages
• Publisher: Sage Publications, Inc; 1 edition (June 10, 1998)
• Language: English
• ISBN-10: 076191241X
• ISBN-13: 978-0761912415
• Product Dimensions: 9 x 6 x 0.9 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,644,086 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4 of 13 people found the following review helpful:

5.0 out of 5 stars AN AMAZING BOOK! A must!, July 8, 1999

By A Customer

This review is from: How Advertising Works: The Role of Research (Hardcover)

I am in the business of publishing since 1975. this is the most practical book I ever read in this critical subject. The author is the Einstein of Advertising. simple yet effective book.