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02813cam-a2200277-a-4500 |
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990000001010204151 |
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20241030105504.0 |
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980120s1998----caua-----b----001-0-eng-- |
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|a 98008871
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|a 0761912401 (acid-free paper)
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|a 076191241X (pbk. : acid-free paper)
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|a (OCoLC)000000101
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|a (udesa)000000101USA01
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|a (OCoLC)38270620
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|a (OCoLC)990000001010204151
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|a DLC
|c DLC
|d ZHY
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|a U@SA
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|a HF5823
|b .H69 1998
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| 245 |
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|a How advertising works :
|b the role of research /
|c edited by John Philip Jones.
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| 260 |
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|a Thousand Oaks, Calif. :
|b Sage Publications,
|c c1998.
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| 300 |
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|a 358 p. :
|b ill. ;
|c 24 cm.
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| 504 |
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|a Includes bibliographical references and indexes.
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|a 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? / John Philip Jones -- 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 / John Philip Jones -- Is STAS a uniform measure for all types of buyers? / John Philip Jones -- 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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| 650 |
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|a Advertising.
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| 650 |
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|a Advertising
|x Research.
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| 700 |
1 |
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|a Jones, John Philip.
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