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The Ultimate Secrets of Advertising

Paperback

Published: 1st December 2001
Ships: 5 to 9 business days
RRP $103.00
$93.50

This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.

"John Philip Jones's new book is a provocative and lively challenge to much conventional advertising practice." -- PAUL FELDWICK "Professor John Philip Jones is more than a fine teacher, he is an exceptional thinker. John at last brings structure, clarity, and understanding to the murky business of how advertising contributes to brand profits. Reading his new book I found myself nodding 'yes, yes, yes' to things I had never read before." -- ERWIN EPHRON "John Phillip Jones has set himself the highest hurdle there is-how to make advertising accountable. His argument is precise, and his language entertaining and intelligent, making this quest an essential, provocative and delightfully enjoyable voyage for professionals and students alike. Read it." -- ANDREW FENNING "Building on his original single-source data analysis, Jones demonstrates in depth the potential power of advertising ideas. His new Gatekeeper model gives his thesis some real teeth and provides marketers and agencies with an invaluable tool to harness creativity profitably on behalf of brands." -- HAMISH PRINGLE

Big Ideas and Good Ideas
Passing through the Gate
Getting It Right the First Time
Repetition, Competition and the Growth (or Decline) of Brands
Keeping the Brand in the Window
The Bridge to the Long Term
A First Measure of Long-Term Effects
The Depth of Advertising's Long-Term Effects
Can Doses of Advertising Produce Doses of Profit?
Frozen Effects versus Continuous Effects
Snapshots versus Movies
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780761922445
ISBN-10: 076192244X
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 256
Published: 1st December 2001
Dimensions (cm): 23.4 x 15.6  x 1.3
Weight (kg): 0.364