How advertising works: the role of research
Gespeichert in:
| Format: | Elektronisch E-Book |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif.
Sage Publications
c1998
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Beschreibung: | Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002 Includes bibliographical references and indexes Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising Introduction / John Philip Jones -- The advertising process / Timothy Joyce -- The turbulent depths of marketing / Leo Bogart -- Brand growth : the past, the present / Josh McQueen, Alice K. Sylvester, and Scott D. Moore -- Penetration, brand loyalty, and the penetration supercharge / John Philip Jones -- Repetitive advertising and the consumer / Andrew S.C. Ehrenberg -- Is advertising still salesmanship? / John Philip Jones -- Expansion advertising / Brian Wansink -- Market research : why we need to be careful / John Philip Jones -- Likeability : why advertising that is well liked sells well / Alexander L. Biel -- Qualitative research in advertising / Jan S. Slater -- Perceptual mapping / John Philip Jones -- Brain wave measures of media involvement / Herbert E. Krugman -- Consumer preferences as predictions / Alfred Politz and W. Edwards Deming -- Quantitative pretesting for television advertising / John Philip Jones -- Rough versus finished commercials in research / Paula Pierce -- Electronic media audience measurement / Fiona Chew -- Consumer purchasing, starch, and STAS : does magazine advertising produce an immediate effect? ; Retail research, consumer panels, store checking / John Philip Jones -- Campaign evaluation through modeling / Simon Broadbent -- Tracking studies / Paul Feldwick -- Television advertising : measuring short and long term effects / Nigel S. Hollis -- Do award winning commercials sell? / Donald Gunn -- Single source research ; Is STAS a uniform measure for all types of buyers? ; How much advertising works? / John Philip Jones -- Reduced advertising and its impact on profitability and market share in a recession / Alexander L. Biel -- Margin and price effects of manufacturers' brand advertising / Robert L. Steiner -- Macroeconomic effects : the influence of advertising on overall sales levels / John Philip Jones |
| Beschreibung: | 1 Online-Ressource (358 p. :) |
| ISBN: | 9781452267562 1452267561 9780761912415 |
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Datensatz im Suchindex
| _version_ | 1804175288305713152 |
|---|---|
| any_adam_object | |
| building | Verbundindex |
| bvnumber | BV042964140 |
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| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| spelling | How advertising works the role of research edited by John Philip Jones Thousand Oaks, Calif. Sage Publications c1998 1 Online-Ressource (358 p. :) txt rdacontent c rdamedia cr rdacarrier Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002 Includes bibliographical references and indexes Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising Introduction / John Philip Jones -- The advertising process / Timothy Joyce -- The turbulent depths of marketing / Leo Bogart -- Brand growth : the past, the present / Josh McQueen, Alice K. Sylvester, and Scott D. Moore -- Penetration, brand loyalty, and the penetration supercharge / John Philip Jones -- Repetitive advertising and the consumer / Andrew S.C. Ehrenberg -- Is advertising still salesmanship? / John Philip Jones -- Expansion advertising / Brian Wansink -- Market research : why we need to be careful / John Philip Jones -- Likeability : why advertising that is well liked sells well / Alexander L. Biel -- Qualitative research in advertising / Jan S. Slater -- Perceptual mapping / John Philip Jones -- Brain wave measures of media involvement / Herbert E. Krugman -- Consumer preferences as predictions / Alfred Politz and W. Edwards Deming -- Quantitative pretesting for television advertising / John Philip Jones -- Rough versus finished commercials in research / Paula Pierce -- Electronic media audience measurement / Fiona Chew -- Consumer purchasing, starch, and STAS : does magazine advertising produce an immediate effect? ; Retail research, consumer panels, store checking / John Philip Jones -- Campaign evaluation through modeling / Simon Broadbent -- Tracking studies / Paul Feldwick -- Television advertising : measuring short and long term effects / Nigel S. Hollis -- Do award winning commercials sell? / Donald Gunn -- Single source research ; Is STAS a uniform measure for all types of buyers? ; How much advertising works? / John Philip Jones -- Reduced advertising and its impact on profitability and market share in a recession / Alexander L. Biel -- Margin and price effects of manufacturers' brand advertising / Robert L. Steiner -- Macroeconomic effects : the influence of advertising on overall sales levels / John Philip Jones BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Advertising / Research fast Publicité Publicité / Recherche Reclame gtt Marktonderzoek gtt Werbeforschung swd Wirtschaft Advertising Research Advertising Werbung (DE-588)4065541-6 gnd rswk-swf Werbeforschung (DE-588)4461741-0 gnd rswk-swf Werbewirkungsforschung (DE-588)4189648-8 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Werbewirkungsforschung (DE-588)4189648-8 s 2\p DE-604 Werbung (DE-588)4065541-6 s 3\p DE-604 Werbeforschung (DE-588)4461741-0 s 4\p DE-604 Jones, John Philip Sonstige oth Erscheint auch als Druck-Ausgabe, Paperback 0-7619-1240-1 Erscheint auch als Druck-Ausgabe, Paperback 0-7619-1241-X Erscheint auch als Druck-Ausgabe, Paperback 978-0-7619-1240-8 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=474102 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | How advertising works the role of research BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Advertising / Research fast Publicité Publicité / Recherche Reclame gtt Marktonderzoek gtt Werbeforschung swd Wirtschaft Advertising Research Advertising Werbung (DE-588)4065541-6 gnd Werbeforschung (DE-588)4461741-0 gnd Werbewirkungsforschung (DE-588)4189648-8 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4461741-0 (DE-588)4189648-8 (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 edited by John Philip Jones |
| title_fullStr | How advertising works the role of research edited by John Philip Jones |
| title_full_unstemmed | How advertising works the role of research edited 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 | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Advertising / Research fast Publicité Publicité / Recherche Reclame gtt Marktonderzoek gtt Werbeforschung swd Wirtschaft Advertising Research Advertising Werbung (DE-588)4065541-6 gnd Werbeforschung (DE-588)4461741-0 gnd Werbewirkungsforschung (DE-588)4189648-8 gnd |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Advertising Advertising / Research Publicité Publicité / Recherche Reclame Marktonderzoek Werbeforschung Wirtschaft Advertising Research Werbung Werbewirkungsforschung Aufsatzsammlung |
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