The Ultimate Secrets of Advertising

John Philip Jones ,

Tap to preview
The Ultimate Secrets of Advertising

About the eBook

"John Philip Jones′s new book is a provocative and lively challenge to much conventional advertising practice."

—PAUL FELDWICK, Southcot House, Executive Planning Director, BMP,DDB, U. K.

"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, President, Ephron, Papazian & Ephron, Inc.

"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, Executive Vice President of J. Walter Thompson

"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, Director General of the IPA and co-author of ′Brand Spirit′ and ′Brand Manners′

John Philip Jones gives you his methods and shares details of how advertising can be effectively measured and made accountable.

The Ultimate Secrets of Advertising is based on a large study of real brand advertising conducted by Media Marketing Assessment (MMA). Jones provides "inside" information and new information never published before on how advertising works, if it works, how much it works, and how to explain, present, determine, measure, and analyze the medium- and long-term effects of advertising.

Show more

In The Press

About the Author

  • Publisher:
  • Published: ; Copyright:
  • ISBN:
  • Edition:
  • Title:
  • Series:
  • Author:
  • Imprint:
  • Language:
  • Number of Pages:  [disclaimer] Page count shown is an approximation provided by the publisher. The actual page count will vary based on various factors such your device's screen size and font-size.

Read online

You can read this ebook online in a web browser, without downloading anything or installing software.

Download file formats

This ebook is available in file types:

This ebook is available in:

After you've bought this ebook, you can choose to download either the PDF version or the ePub, or both.

DRM Free

The publisher has supplied this book in DRM Free form with digital watermarking.

Required software

You can read this eBook on any device that supports DRM-free EPUB or DRM-free PDF format.

Digital Rights Management (DRM)

The publisher has supplied this book in encrypted form, which means that you need to install free software in order to unlock and read it.

Required software

To read this ebook on a mobile device (phone or tablet) you'll need to install one of these free apps:

To download and read this eBook on a PC or Mac:

  • Adobe Digital Editions (This is a free app specially developed for eBooks. It's not the same as Adobe Reader, which you probably already have on your computer.)

Limits on printing and copying

The publisher has set limits on how much of this ebook you may print or copy. See details.

  • {{ format_drm_information.format_name }} unrestricted {{ format_drm_information.format_name }} {{format_drm_information.page_percent}}% pages every day{{format_drm_information.interval}} days {{ format_drm_information.format_name }} off
Read Aloud
  • {{ read_aloud_information.format_name }} on {{ read_aloud_information.format_name }} off
Subject categories
  •  >