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How Advertising Works: The Role of Research

How Advertising Works: The Role of Research

ISBN 9780761912415
Edition 1
Publication Date
Purchase Type Buy New
Publisher SAGE Publications, Inc
Author(s)
Overview
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 adaptions of classic articles. The result is a single 'knowledge bank' of theory and practice for advertising students and professionals.
Overview
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 adaptions of classic articles. The result is a single 'knowledge bank' of theory and practice for advertising students and professionals.
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