How Advertising Works : The Role of Research Paperback / softback
Edited by John Philip Jones
Paperback / softback
- Information
Description
John Philip Jones, best-selling author of WhatÆs in a Name?, Advertising and the Concept of Brands, and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of research procedures that determine effective advertising.
All participants in the advertising processùclients, media, and agenciesùare fully represented in How Advertising Works.
Chapter authors reflect a global mix of academic and professional backgrounds and include Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and John Philip Jones himself.
Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
The result is a single "knowledge bank" of theory and practice for advertising students and professionals. Future handbooks, also edited by John Philip Jones, will address key topics of advertising agency operation, brand building, and multinational advertising. How Advertising Works will be of interest to students and professionals in advertising, marketing, and communication
Information
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Out of StockMore expected soonContact us for further information
- Format:Paperback / softback
- Pages:368 pages
- Publisher:SAGE Publications Inc
- Publication Date:23/07/1998
- Category:
- ISBN:9780761912415
£121.00
£96.26
Information
-
Out of StockMore expected soonContact us for further information
- Format:Paperback / softback
- Pages:368 pages
- Publisher:SAGE Publications Inc
- Publication Date:23/07/1998
- Category:
- ISBN:9780761912415