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How Advertising Works. The Role of Research. 広告とリサーチの役割
・ISBN 978-0-7619-1241-5 paper GB£ 147.00
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・ISBN 978-0-7619-1240-8 cloth
絶版
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-4522-3150-1
| 著者・編者 | Jones, John Philip (ed.), |
|---|---|
| 出版社 | (Sage, US) |
| 出版年月 | 1998 |
| ページ数 | 484 pp. |
| 言語 | ENG |
| ニュース番号 | ＜440-522＞ |
解説
John Philip Jones, best-selling author of WhatAEs in a Name?, Advertising and the Concept of Brands, and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising processuclients, media, and agenciesuare fully represented in How Advertising Works. Chapter authors reflect a global mix of academic and professional backgrounds and include Leo Bogart, Andrew Ehrenberg, Simon Broadbent, 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. Future handbooks, also edited by John Philip Jones, will address key topics of advertising agency operation, brand building, and multinational advertising. How Advertising Works will be of interest to students and professionals in advertising, marketing, and communication