This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.
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Editorial Reviews
Review
"John Philip Jones’s new book is a provocative and lively challenge to much conventional advertising practice." (PAUL FELDWICK )
"Professor John Philip Jones is more than a fine teacher, he is an exceptional thinker. John at last brings structure, clarity, and understanding to the murky business of how advertising contributes to brand profits. Reading his new book I found myself nodding ‘yes, yes, yes’ to things I had never read before." (ERWIN EPHRON )
"John Phillip Jones has set himself the highest hurdle there is-how to make advertising accountable. His argument is precise, and his language entertaining and intelligent, making this quest an essential, provocative and delightfully enjoyable voyage for professionals and students alike. Read it." (ANDREW FENNING )
"Building on his original single-source data analysis, Jones demonstrates in depth the potential power of advertising ideas. His new Gatekeeper model gives his thesis some real teeth and provides marketers and agencies with an invaluable tool to harness creativity profitably on behalf of brands." (HAMISH PRINGLE )
"Professor John Philip Jones is more than a fine teacher, he is an exceptional thinker. John at last brings structure, clarity, and understanding to the murky business of how advertising contributes to brand profits. Reading his new book I found myself nodding ‘yes, yes, yes’ to things I had never read before." (ERWIN EPHRON )
"John Phillip Jones has set himself the highest hurdle there is-how to make advertising accountable. His argument is precise, and his language entertaining and intelligent, making this quest an essential, provocative and delightfully enjoyable voyage for professionals and students alike. Read it." (ANDREW FENNING )
"Building on his original single-source data analysis, Jones demonstrates in depth the potential power of advertising ideas. His new Gatekeeper model gives his thesis some real teeth and provides marketers and agencies with an invaluable tool to harness creativity profitably on behalf of brands." (HAMISH PRINGLE )
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:
Most advertising practitioners are familiar with the phrase big idea, as used by David Ogilvy to describe the most important thing that goes into a successful advertisement: Unless your advertising contains a big idea, it will pass like a ship in the night. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
adless households, regular domestic beer, advertising accountability, advertising response function, advertising elasticity, net sales value, declining brands, large brands, quintile analysis, marketing stimuli, small brands, larger brands, purchase frequency, advertising factors, advertising evaluation, previous advertising, brand study, consumer impressions, advertising investment, growing brands, weekly exposure, marketplace performance, largest brands, advertising effects, marketing inputs Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, John Philip Jones, New York, Advertising Intensity, Advertising Effort, Media Marketing Assessment, Pure Single-Source, Great Britain, Growth Index, Schuster-Lexington Books, David Ogilvy, Scientific Advertising, Journal of Advertising Research, Journal of Marketing Research, Direct Cost Ratio, Getting It Right the First Time, Integrated Marketing Communications, Penetration Penetration Index All, Points Index, Brand Number of Brands, Erwin Ephron, Harvard Business Review, Information Resources, Keeping the Brand, Nil Nil New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Most advertising practitioners are familiar with the phrase big idea, as used by David Ogilvy to describe the most important thing that goes into a successful advertisement: Unless your advertising contains a big idea, it will pass like a ship in the night. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
adless households, regular domestic beer, advertising accountability, advertising response function, advertising elasticity, net sales value, declining brands, large brands, quintile analysis, marketing stimuli, small brands, larger brands, purchase frequency, advertising factors, advertising evaluation, previous advertising, brand study, consumer impressions, advertising investment, growing brands, weekly exposure, marketplace performance, largest brands, advertising effects, marketing inputs Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, John Philip Jones, New York, Advertising Intensity, Advertising Effort, Media Marketing Assessment, Pure Single-Source, Great Britain, Growth Index, Schuster-Lexington Books, David Ogilvy, Scientific Advertising, Journal of Advertising Research, Journal of Marketing Research, Direct Cost Ratio, Getting It Right the First Time, Integrated Marketing Communications, Penetration Penetration Index All, Points Index, Brand Number of Brands, Erwin Ephron, Harvard Business Review, Information Resources, Keeping the Brand, Nil Nil 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 19
books:
See all 19 books this book cites
4
books
cite this book:
- Scientific Advertising by Claude Hopkins on 4 pages
- Confessions of an Advertising Man by David Ogilvy on page 14, page 15, and page 37
- From Apes to Warlords by Solly Zuckerman in Front Matter, page 15, and page 55
- When Ads Work: New Proof That Advertising Triggers Sales by John Philip Jones on page 92, and page 149
- Advertising Works: Papers from the IPA Advertising Effectiveness Awards v. 7 by Chris Baker on page 181, and Back Matter
See all 19 books this book cites
- A Reader in Marketing Communications by Philip J. Kitchen on page 8
- A READER IN MARKETING COMMUNICATIONS by Philip J. Kitchen on page 8
- Is Your Advertising Working? by Colin McDonald in Back Matter
- Advertising: Industry in Peril by John Michelet in Back Matter
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