How advertising works: the role of research / edited by John Philip Jones

Contributor(s):

Jones, John Philip [Editor ]

Publication details: Sage 1998 New DelhiDescription: viii, 358 pages: Illustrations; 24cmISBN:

9780761912415

Subject(s):

DDC classification:

659.1

Contents:

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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Book	Indian Institute of Management Visakhapatnam General Stacks	Reference	659.1 JON (Browse shelf(Opens below))	Not For Loan		000937

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.

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