How Advertising Works : The Role of Research

by John Philip Jones

• ISBN13: 9780761912415
• ISBN10: 076191241X
• Format: Paperback
• Copyright: 1998-06-10
• Publisher: Sage Publications, Inc

Summary

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.

Table of Contents

Introduction

PART ONE: MARKETS AND ADVERTISING - Timothy Joyce

The Advertising Process - Leo Bogart

The Turbulent Depths of Marketing - Josh McQueen, Alice K Sylvester and Scott D Moore

Brand Growth

The Past, The Present - John Philip Jones

Penetration, Brand Loyalty and the Penetration Supercharge - Andrew S C Ehrenberg

Repetitive Advertising and the Consumer - John Philip Jones

Is Advertising Still Salesmanship? - Brian Wansink

Expansion Advertising

PART TWO: RESEARCH BEFORE THE ADVERTISING RUNS - John Philip Jones

Market Research

Why We Need To Be Careful - Alexander L Biel

Likeability

Why Advertising That Is Well Liked Sells Well - Jan S Slater

Qualitative Research in Advertising - John Philip Jones

Perceptual Mapping - Herbert E Krugman

Brain Wave Measures of Media Involvement - Alfred Politz and W Edwards Deming

Consumer Preferences as Predictions - John Philip Jones

Quantitative Pretesting for Television Advertising - Paula Pierce

Rough versus Finished Commercials in Research - Fiona Chew

Electronic Media Audience Measurement - John Philip Jones

Consumer Purchasing, Starch, and STAS

Does Magazine Advertising Produce an Immediate Effect?

PART THREE: RESEARCH AFTER THE ADVERTISING HAS RUN - John Philip Jones

Retail Research, Consumer Panels, Store Checking - Simon Broadbent

Campaign Evaluation through Modeling - Paul Feldwick

Tracking Studies - Nigel Hollis

Television Advertising

Short- and Long-Term Effects - Donald Gunn

Do Award-Winning Commercials Sell? - John Philip Jones

Single-Source Research - John Philip Jones

Is STAS a Uniform Measure for All Types of Buyers?

PART FOUR: ADVERTISING EFFECTS, INCLUDING SOME UNEXPECTED ONES - John Philip Jones

How Much Advertising Works? - Alexander L Biel

Reduced Advertising and Its Impact on Profitability and Market Share in a Recession - Robert L Steiner

Margin and Price Effects of Manufacturers' Brand Advertising - John Philip Jones

Macroeconomic Effects

The Influence of Advertising on Overall Sales Levels