Holdings: How advertising works

How advertising works: the role of research

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Bibliographic Details
Format:	Book
Language:	English
Published:	Thousand Oaks [u.a.] Sage Publ. 1998
Subjects:	Marktonderzoek Publicité Publicité - Recherche Reclame Advertising Advertising > Research Werbeforschung Werbewirkungsforschung Werbung Aufsatzsammlung
Online Access:	Inhaltsverzeichnis
Physical Description:	358 S. graph. Darst.
ISBN:	0761912401 076191241X

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MARC


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Record in the Search Index

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adam_text	Contents 1. Introduction John Philip Jones 1 Parti Markets and Advertising 2. The Advertising Process Timothy Joyce 11 3. The Turbulent Depths of Marketing Leo Bogart 26 4. Brand Growth: The Past, the Present Josh McQueen, Alice K. Sylvester, and Scott D. Moore 49 5. Penetration, Brand Loyalty, and the Penetration Supercharge John Philip Jones 57 6. Repetitive Advertising and the Consumer Andrew S. C. Ehrenberg 63 7. Is Advertising Still Salesmanship? John Philip Jones 82 8. Expansion Advertising Brian Wansink 95 Part II Research Before the Advertising Runs 9. Market Research: Why We Need to Be Careful John Philip Jones 107 10. Likeability: Why Advertising That Is Well Liked Sells Well Alexander L. Biel 111 11. Qualitative Research in Advertising Jan S. Slater 121 12. Perceptual Mapping John Philip Jones 136 13. Brain Wave Measures of Media Involvement Herbert E. Krugman 139 14. Consumer Preferences as Predictions Alfred Politz and W. Edwards Denting 152 , 15. Quantitative Pretesting for Television Advertising John Philip Jones 160 16. Rough Versus Finished Commercials in Research Paula Pierce 170 17. Electronic Media Audience Measurement Fiona Chew 180 18. Consumer Purchasing, Starch, and STAS: Does Magazine Advertising Produce an Immediate Effect? John Philip Jones 203 V Part III Research After the Advertising Has Run 19. Retail Research, Consumer Panels, Store Checking John Philip Jones 217 20. Campaign Evaluation Through Modeling Simon Broadbent 222 21. Tracking Studies Paul Feldwick 234 22. Television Advertising: Measuring Short and Long Term Effects Nigel S. Hollis 244 ~ 23. Do Award Winning Commercials Sell? Donald Gunn 266 24. Single Source Research John Philip Jones 277 25. Is STAS a Uniform Measure for AH Types of Buyers? John Philip Jones 283 PartlV Advertising Effects, Including Some Unexpected Ones 26. How Much Advertising Works? John Philip Jones 291 27. Reduced Advertising and Its Impact on Profitability and Market Share in a Recession Alexander L. Biel 297 28. Margin and Price Effects of Manufacturers Brand Advertising Robert L. Steiner 308 29. Macroeconomic Effects: The Influence of Advertising on Overall Sales Levels John Philip Jones 326 Name Index 337 Subject Index 341 About the Authors 353
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callnumber-raw	HF5823.H58 1998
callnumber-search	HF5823.H58 1998
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ctrlnum	(OCoLC)38270620 (DE-599)BVBBV012324922
dewey-full	659.1 659.121
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	659 - Advertising and public relations
dewey-raw	659.1 659.1 21
dewey-search	659.1 659.1 21
dewey-sort	3659.1
dewey-tens	650 - Management and auxiliary services
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isbn	0761912401 076191241X
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physical	358 S. graph. Darst.
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spelling	How advertising works the role of research ed. by John Philip Jones Thousand Oaks [u.a.] Sage Publ. 1998 358 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marktonderzoek gtt Publicité Publicité - Recherche Reclame gtt Advertising Advertising -- Research Werbeforschung (DE-588)4461741-0 gnd rswk-swf Werbewirkungsforschung (DE-588)4189648-8 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Werbeforschung (DE-588)4461741-0 s DE-604 Werbung (DE-588)4065541-6 s Werbewirkungsforschung (DE-588)4189648-8 s DE-188 Jones, John P. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008356348&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	How advertising works the role of research Marktonderzoek gtt Publicité Publicité - Recherche Reclame gtt Advertising Advertising -- Research Werbeforschung (DE-588)4461741-0 gnd Werbewirkungsforschung (DE-588)4189648-8 gnd Werbung (DE-588)4065541-6 gnd
subject_GND	(DE-588)4461741-0 (DE-588)4189648-8 (DE-588)4065541-6 (DE-588)4143413-4
title	How advertising works the role of research
title_auth	How advertising works the role of research
title_exact_search	How advertising works the role of research
title_full	How advertising works the role of research ed. by John Philip Jones
title_fullStr	How advertising works the role of research ed. by John Philip Jones
title_full_unstemmed	How advertising works the role of research ed. by John Philip Jones
title_short	How advertising works
title_sort	how advertising works the role of research
title_sub	the role of research
topic	Marktonderzoek gtt Publicité Publicité - Recherche Reclame gtt Advertising Advertising -- Research Werbeforschung (DE-588)4461741-0 gnd Werbewirkungsforschung (DE-588)4189648-8 gnd Werbung (DE-588)4065541-6 gnd
topic_facet	Marktonderzoek Publicité Publicité - Recherche Reclame Advertising Advertising -- Research Werbeforschung Werbewirkungsforschung Werbung Aufsatzsammlung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008356348&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT jonesjohnp howadvertisingworkstheroleofresearch

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