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The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
"A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections."
―R.R. Attison, CUNY College of Staten Island
"John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest."
--Andy Fenning, J. Walter Thompson, New York
John Philip Jones, best-selling author of What′s in a Name? Advertising and the Concept of Brands and When Ads New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures. All aspects of the business―creativity, media planning, operations, and specialty advertising―are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles. The result is a single knowledge bank of theory and practice for advertising students and professionals. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.
―R.R. Attison, CUNY College of Staten Island
"John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest."
--Andy Fenning, J. Walter Thompson, New York
John Philip Jones, best-selling author of What′s in a Name? Advertising and the Concept of Brands and When Ads New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures. All aspects of the business―creativity, media planning, operations, and specialty advertising―are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles. The result is a single knowledge bank of theory and practice for advertising students and professionals. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.
Paperback
First published February 10, 1999
About the author
John Philip Jones
35 books2 followersJohn Phillip Jones is an American professor emeritus who was born and educated in Britain and served in the Army as a National Serviceman. An applied economist, he has written fifteen books on the measurement of marketing effects, which have been translated into ten languages. With a lifelong interest in military history, he has visited most of the world’s major battlefields and, in 2009, published The Successes and Sacrifices of the British Army in 1914
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