How advertising works : the role of research /
| Other Authors: | |
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| Format: | Book |
| Language: | English |
| Published: |
Thousand Oaks, Calif. :
Sage Publications,
c1998.
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| Subjects: |
Table of 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 ScottD. Moore
- Penetration, brand loyalty, and the penetration supercharge/ John Philip Jones
- Repetitive advertising and the consumer / AndrewS. C. Ehrenberg
- Is advertising still salesmanship? / John PhilipJones
- Expansion advertising / Brian Wansink
- Market research : whywe 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 inresearch / Paula Pierce
- Electronic media audience measurement /Fiona Chew
- Consumer purchasing, starch, and STAS : does magazine advertising produce an immediate effect? / John Philip Jones
- Retailresearch, consumer panels, store checking / John Philip Jones
- Campaign evaluation through modeling / Simon Broadbent
- Tracking studies / Paul Feldwick / Television advertising : measuring short andlong term effects / Nigel S. Hollis
- Do award winning commercials sell? / Donald Gunn
- Single source research / John Philip Jones
- IsSTAS a uniform measure for all types of buyers? / John Philip Jones
- How much advertising works? / John Philip Jones
- Reduced advertisingand its impact on profitability and market share in a recession /Alexander L. Biel
- Margin and price effects of manufacturers' brandadvertising / Robert L. Steiner
- Macroeconomic effects : theinfluence of advertising on overall sales levels / John Philip Jones.