Ultimate Secrets of Advertising by John Philip Jones
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Ultimate Secrets of Advertising
By John Philip Jones

The Ultimate Secrets of Advertising

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Format: Paperback

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Ultimate Secrets of Advertising by John Philip Jones

Book Description

* Does advertising work? * How does advertising work? * How much advertising works? * How can advertising be measured and made accountable? The last question effectively sums up the principal topic of this work. This accountability can only be answered by finding a way of calculating the financial return from advertising during a finite period (factoring out all other influences on the sales of a brand), and comparing this return to the cost of the investment. Based on state-of-the-art research, this work is a thorough study of advertising accountability and the comparison of investment and return. John Phillip Jones analyzes and clarifies the latest research into terms that professionals and students can use. He provides answers to the principal questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal of the measurement of effect. This volume makes an excellent research aid that will enhance skills and assist in the study of advertising and marketing.

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Book Details

ISBN: 9780761922445
ISBN-10: 076192244X
Format: Paperback
(229mm x 152mm x 13mm)
Pages: 256
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 5-Dec-2001
Country of Publication: United States

Other Editions...


Books By Author John Philip Jones

Johnny by John Philip Jones Johnny, Paperback (October 2014)

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Battles of a Gunner Officer by John Philip Jones Battles of a Gunner Officer, Hardback (April 2014)

An artillery officer's graphic personal account of action in the Second World War. The book includes First-hand descriptions of battle in North Africa, Sicily, France, Belgium and Germany and gives a fascinating insight into the day-to-day operations of the artillery.

Johnny: The Legend and Tragedy of General Sir Ian Hamilton by John Philip Jones Johnny: The Legend and Tragedy of General Sir Ian Hamilton, Hardback (November 2012)

The story of the Commander of the ill-fated Gallipoli expedition

» View all books by John Philip Jones

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Author Biography - John Philip Jones

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor's Citation for Exceptional Academic Achievement.

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