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How Advertising Works

The Role of Research

How Advertising Works by John Philip Jones
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US$ 78.00
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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.

SAGE Publications; June 1998
373 pages; ISBN 9781452267562
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Title: How Advertising Works
Author: John Philip Jones
 
ISBNs
1452267561
9780761912415
9781452267562