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How Advertising Works
The Role of Research
Edited by:
- John Philip Jones - Syracuse University, USA
July 1998 | 368 pages | SAGE Publications, Inc
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.
John Philip Jones
Introduction
PART ONE: MARKETS AND ADVERTISING
Timothy Joyce
The Advertising Process
Leo Bogart
The Turbulent Depths of Marketing
Josh McQueen, Alice K Sylvester and Scott D Moore
Brand Growth
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Penetration, Brand Loyalty and the Penetration Supercharge
Andrew S C Ehrenberg
Repetitive Advertising and the Consumer
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Is Advertising Still Salesmanship?
Brian Wansink
Expansion Advertising
PART TWO: RESEARCH BEFORE THE ADVERTISING RUNS
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Market Research
Alexander L Biel
Likeability
Jan S Slater
Qualitative Research in Advertising
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Perceptual Mapping
Herbert E Krugman
Brain Wave Measures of Media Involvement
Alfred Politz and W Edwards Deming
Consumer Preferences as Predictions
John Philip Jones
Quantitative Pretesting for Television Advertising
Paula Pierce
Rough versus Finished Commercials in Research
Fiona Chew
Electronic Media Audience Measurement
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Consumer Purchasing, Starch, and STAS
PART THREE: RESEARCH AFTER THE ADVERTISING HAS RUN
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Retail Research, Consumer Panels, Store Checking
Simon Broadbent
Campaign Evaluation through Modeling
Paul Feldwick
Tracking Studies
Nigel Hollis
Television Advertising
Donald Gunn
Do Award-Winning Commercials Sell?
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Single-Source Research
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Is STAS a Uniform Measure for All Types of Buyers?
PART FOUR: ADVERTISING EFFECTS, INCLUDING SOME UNEXPECTED ONES
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How Much Advertising Works?
Alexander L Biel
Reduced Advertising and Its Impact on Profitability and Market Share in a Recession
Robert L Steiner
Margin and Price Effects of Manufacturers' Brand Advertising
John Philip Jones
Macroeconomic Effects
