Description - The Ultimate Secrets of Advertising by John Philip Jones
This dynamic book covers four primary questions: * does advertising work? * how does advertising work? * how much advertising works? * how can advertising be measured and made accountable? Based on state-of-the-art research, The Ultimate Secrets of Advertising is a thorough study of advertising accountability and the comparison of investment and return. John Philip Jones analyses and clarifies the latest research into terms that professionals and students can use. He provides answers to the principle questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal being 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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(228mm x 152mm x mm)
SAGE Publications Inc
Publisher: SAGE Publications Inc
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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.