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The Ultimate Secrets of Advertising de John Philip Jones

The Ultimate Secrets of Advertising

Autor John Philip Jones
en Limba Engleză Paperback – 4 dec 2001
· Does advertising work? · How does advertising work?
· How much advertising works?
· How can advertising be measured and made accountable?
The last question effectively sums up the principal topic of this work. This accountability can only be answered by finding a way of calculating the financial return from advertising during a finite period (factoring out all other influences on the sales of a brand), and comparing this return to the cost of the investment.
Based on state-of-the-art research, this work is a thorough study of advertising accountability and the comparison of investment and return. John Phillip Jones analyzes and clarifies the latest research into terms that professionals and students can use. He provides answers to the principal questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal of the measurement of effect.
This volume makes an excellent research aid that will enhance skills and assist in the study of advertising and marketing.
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Specificații

ISBN-13: 9780761922445
ISBN-10: 076192244X
Pagini: 256
Dimensiuni: 152 x 229 x 14 mm
Greutate: 0.35 kg
Ediția:New.
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States

Recenzii

"John Philip Jones’s new book is a provocative and lively challenge to much conventional advertising practice."
"Professor John Philip Jones is more than a fine teacher, he is an exceptional thinker. John at last brings structure, clarity, and understanding to the murky business of how advertising contributes to brand profits. Reading his new book I found myself nodding ‘yes, yes, yes’ to things I had never read before."
"John Phillip Jones has set himself the highest hurdle there is—how to make advertising accountable. His argument is precise, and his language entertaining and intelligent, making this quest an essential, provocative and delightfully enjoyable voyage for professionals and students alike. Read it."
"Building on his original single-source data analysis, Jones demonstrates in depth the potential power of advertising ideas. His new Gatekeeper model gives his thesis some real teeth and provides marketers and agencies with an invaluable tool to harness creativity profitably on behalf of brands."

Cuprins

Big Ideas and Good Ideas
Passing through the Gate
Getting It Right the First Time
Repetition, Competition and the Growth (or Decline) of Brands
Keeping the Brand in the Window
The Bridge to the Long Term
A First Measure of Long-Term Effects
The Depth of Advertising's Long-Term Effects
Can Doses of Advertising Produce Doses of Profit?
Frozen Effects versus Continuous Effects
Snapshots versus Movies

Notă biografică

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor¿s Citation for Exceptional Academic Achievement.

Descriere

Based on state-of-the-art research, this volume is a thorough study of advertising accountability and the comparison of investment and return. John Phillip Jones analyzes and clarifies the latest research into terms that professionals and students can use. He provides answers to the principle questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal of the measurement of effect.