1300 36 33 32

* 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.

Buy Ultimate Secrets of Advertising book by John Philip Jones from Australia's Online Bookstore, Boomerang Books.

Book Details

ISBN: 9780761922445
ISBN-10: 076192244X
Format: Paperback
(228mm 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

Reviews

» Have you read this book? We'd like to know what you think about it - write a review about Ultimate Secrets of Advertising book by John Philip Jones and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)

Write Review


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.

Books By Author John Philip Jones

Johnny by John Philip Jones

Johnny

Paperback, October 2014
$44.99
Battles of a Gunner Officer by John Philip Jones

Battles of a Gunner Officer

Hardback, April 2014
$67.50
Keynes's Vision by John Philip Jones

Keynes's Vision

Paperback, December 2009
$63.89