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How Advertising Works
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How Advertising Works
The Role of Research

Edited by:

June 1998 | 368 pages | SAGE Publications, Inc
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

John Philip Jones
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

 

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ISBN: 9780761912415
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