عنوان

How advertising works :

0761912401

076191241X

9780761912408

9780761912415

dltt

How advertising works :

[Book]

the role of research /

edited by John Philip Jones

358 pages :

illustrations ;

24 cm

Includes bibliographical references and indexes

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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How advertising works.

Advertising

Advertising-- Research

Marktonderzoek

Reclame

Jones, John Philip

20160712063901.0

[Book]

Y