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    3. How Advertising Works: The Role of Research

    How Advertising Works: The Role of Research

    Posted By: insetes
    Date: 27 Oct 2018 15:23:50
    How Advertising Works: The Role of Research

    How Advertising Works: The Role of Research By John Philip Jones
    1998 | 368 Pages | ISBN: 0761912401 | PDF | 24 MB


    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.
    UPWARDS