How Advertising Works: The Role of Research (Graduate Survival Skills)

ISBN: 9780761912415
Publisher: SAGE Publications, Inc
Edition: 1
Publication Date: 1998-06-10
Number of pages: 368
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DESCRIPTION

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.

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