TY  - GEN
AU  - Jones,John Philip
TI  -  How advertising works: : the role of research / 
SN  - 9780761912415
U1  - 659.1 
PY  - 1998///
CY  -  New Delhi
PB  - Sage
KW  - Advertising
KW  -  Advertising
KW  - Research
N1  - Introduction / John Philip Jones --
The advertising process / Timothy Joyce --
The turbulent depths of marketing / Leo Bogart --
Brand growth : the past, the present / Josh McQueen, Alice K. Sylvester, and Scott D. Moore --
Penetration, brand loyalty, and the penetration supercharge / John Philip Jones --
Repetitive advertising and the consumer / Andrew S.C. Ehrenberg --
Is advertising still salesmanship? / John Philip Jones --
Expansion advertising / Brian Wansink --
Market research : why we need to be careful / John Philip Jones --
Likeability : why advertising that is well liked sells well / Alexander L. Biel --
Qualitative research in advertising / Jan S. Slater --
Perceptual mapping / John Philip Jones --
Brain wave measures of media involvement / Herbert E. Krugman --
Consumer preferences as predictions / Alfred Politz and W. Edwards Deming --
Quantitative pretesting for television advertising / John Philip Jones --
Rough versus finished commercials in research / Paula Pierce --
Electronic media audience measurement / Fiona Chew --
Consumer purchasing, starch, and STAS : does magazine advertising produce an immediate effect? ; Retail research, consumer panels, store checking / John Philip Jones --
Campaign evaluation through modeling / Simon Broadbent --
Tracking studies / Paul Feldwick --
Television advertising : measuring short and long term effects / Nigel S. Hollis --
Do award winning commercials sell? / Donald Gunn --
Single source research ; Is STAS a uniform measure for all types of buyers? ; How much advertising works? / John Philip Jones --
Reduced advertising and its impact on profitability and market share in a recession / Alexander L. Biel --
Margin and price effects of manufacturers' brand advertising / Robert L. Steiner --
Macroeconomic effects : the influence of advertising on overall sales levels / John Philip Jones
ER  -