How Advertising Works: The Role of Research

by John Philip Jones (Editor)

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 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.

Paperback

First published June 1, 1998

About the author

John 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