How advertising works: the role of research
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks [u.a.]
Sage Publ.
1998
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 358 S. graph. Darst. |
| ISBN: | 0761912401 076191241X |
Internformat
MARC
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| 245 | 1 | 0 | |a How advertising works |b the role of research |c ed. by John Philip Jones |
| 264 | 1 | |a Thousand Oaks [u.a.] |b Sage Publ. |c 1998 | |
| 300 | |a 358 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 650 | 7 | |a Marktonderzoek |2 gtt | |
| 650 | 4 | |a Publicité | |
| 650 | 4 | |a Publicité - Recherche | |
| 650 | 7 | |a Reclame |2 gtt | |
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Advertising -- Research | |
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Datensatz im Suchindex
| _version_ | 1804126950504005632 |
|---|---|
| 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
|
| any_adam_object | 1 |
| building | Verbundindex |
| bvnumber | BV012324922 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5823 |
| callnumber-raw | HF5823.H58 1998 |
| callnumber-search | HF5823.H58 1998 |
| callnumber-sort | HF 45823 H58 41998 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 630 |
| 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 |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV012324922 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:25:36Z |
| institution | BVB |
| isbn | 0761912401 076191241X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008356348 |
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| physical | 358 S. graph. Darst. |
| publishDate | 1998 |
| publishDateSearch | 1998 |
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| publisher | Sage Publ. |
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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 |
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