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  • Produktbild: How Advertising Works
  • Produktbild: How Advertising Works

How Advertising Works The Role of Research

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

01.06.1998

Herausgeber

John Philip Jones

Verlag

Sage Publications

Seitenzahl

372

Maße (L/B/H)

22,9/15,2/2,2 cm

Gewicht

603 g

Sprache

Englisch

ISBN

978-0-7619-1241-5

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

01.06.1998

Herausgeber

John Philip Jones

Verlag

Sage Publications

Seitenzahl

372

Maße (L/B/H)

22,9/15,2/2,2 cm

Gewicht

603 g

Sprache

Englisch

ISBN

978-0-7619-1241-5

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: How Advertising Works
  • Produktbild: How Advertising Works
  • Introduction - John Philip Jones
    PART ONE: MARKETS AND ADVERTISING
    The Advertising Process - Timothy Joyce
    The Turbulent Depths of Marketing - Leo Bogart
    Brand Growth - Josh McQueen, Alice K Sylvester and Scott D Moore
    The Past, The Present
    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
    PART TWO: RESEARCH BEFORE THE ADVERTISING RUNS
    Market Research - John Philip Jones
    Why We Need To Be Careful
    Likeability - Alexander L Biel
    Why Advertising That Is Well Liked Sells Well
    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 - John Philip Jones
    Does Magazine Advertising Produce an Immediate Effect?
    PART THREE: RESEARCH AFTER THE ADVERTISING HAS RUN
    Retail Research, Consumer Panels, Store Checking - John Philip Jones
    Campaign Evaluation through Modeling - Simon Broadbent
    Tracking Studies - Paul Feldwick
    Television Advertising - Nigel Hollis
    Short- and Long-Term Effects
    Do Award-Winning Commercials Sell? - Donald Gunn
    Single-Source Research - John Philip Jones
    Is STAS a Uniform Measure for All Types of Buyers? - John Philip Jones
    PART FOUR: ADVERTISING EFFECTS, INCLUDING SOME UNEXPECTED ONES
    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 - John Philip Jones
    The Influence of Advertising on Overall Sales Levels