How advertising works :: the role of research /
Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising.
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif. :
Sage Publications,
©1998.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising. |
| Beschreibung: | 1 online resource (358 pages) : illustrations |
| Format: | 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. |
| Bibliographie: | Includes bibliographical references and indexes. |
| ISBN: | 9781452267562 1452267561 9781452231501 1452231508 |
Internformat
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| 245 | 0 | 0 | |a How advertising works : |b the role of research / |c edited by John Philip Jones. |
| 260 | |a Thousand Oaks, Calif. : |b Sage Publications, |c ©1998. | ||
| 300 | |a 1 online resource (358 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
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| 504 | |a Includes bibliographical references and indexes. | ||
| 520 | 8 | |a Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising. | |
| 505 | 0 | |a 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. | |
| 506 | |3 Use copy |f Restrictions unspecified |2 star |5 MiAaHDL | ||
| 533 | |a Electronic reproduction. |b [S.l.] : |c HathiTrust Digital Library, |d 2010. |5 MiAaHDL | ||
| 538 | |a 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. |u http://purl.oclc.org/DLF/benchrepro0212 |5 MiAaHDL | ||
| 583 | 1 | |a digitized |c 2010 |h HathiTrust Digital Library |l committed to preserve |2 pda |5 MiAaHDL | |
| 650 | 0 | |a Advertising |x Research. |0 http://id.loc.gov/authorities/subjects/sh85001165 | |
| 650 | 0 | |a Advertising. |0 http://id.loc.gov/authorities/subjects/sh85001086 | |
| 650 | 2 | |a Advertising. | |
| 650 | 6 | |a Publicité. | |
| 650 | 6 | |a Publicité |x Recherche. | |
| 650 | 7 | |a advertising. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Advertising |x Research |2 fast | |
| 650 | 7 | |a Werbeforschung |2 gnd |0 http://d-nb.info/gnd/4461741-0 | |
| 650 | 1 | 7 | |a Reclame. |2 gtt |
| 650 | 1 | 7 | |a Marktonderzoek. |2 gtt |
| 700 | 1 | |a Jones, John Philip. | |
| 758 | |i has work: |a How advertising works (Text) |1 https://id.oclc.org/worldcat/entity/E39PCYhygRmyjjtdJRW4B6vt6q |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |t How advertising works. |d Thousand Oaks, Calif. : Sage Publications, ©1998 |w (DLC) 98008871 |w (OCoLC)38270620 |
| 856 | 4 | 0 | |l FWS01 |p ZDB-4-EBU |q FWS_PDA_EBU |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=474102 |3 Volltext |
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| 938 | |a Sage Publications |b SAGE |n EDZ0000085137 | ||
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Datensatz im Suchindex
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|---|---|
| _version_ | 1816796905837953025 |
| adam_text | |
| any_adam_object | |
| author2 | Jones, John Philip |
| author2_role | |
| author2_variant | j p j jp jpj |
| author_facet | Jones, John Philip |
| author_sort | Jones, John Philip |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5823 |
| callnumber-raw | HF5823 .H58 1998eb |
| callnumber-search | HF5823 .H58 1998eb |
| callnumber-sort | HF 45823 H58 41998EB |
| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBU |
| contents | 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. |
| ctrlnum | (OCoLC)811403236 |
| 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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| id | ZDB-4-EBU-ocn811403236 |
| illustrated | Illustrated |
| indexdate | 2024-11-26T14:49:07Z |
| institution | BVB |
| isbn | 9781452267562 1452267561 9781452231501 1452231508 |
| language | English |
| lccn | 98008871 |
| oclc_num | 811403236 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (358 pages) : illustrations |
| psigel | ZDB-4-EBU |
| publishDate | 1998 |
| publishDateSearch | 1998 |
| publishDateSort | 1998 |
| publisher | Sage Publications, |
| record_format | marc |
| spelling | How advertising works : the role of research / edited by John Philip Jones. Thousand Oaks, Calif. : Sage Publications, ©1998. 1 online resource (358 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier 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. Use copy Restrictions unspecified star MiAaHDL Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010. MiAaHDL 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. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL digitized 2010 HathiTrust Digital Library committed to preserve pda MiAaHDL Advertising Research. http://id.loc.gov/authorities/subjects/sh85001165 Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising. Publicité. Publicité Recherche. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Advertising Research fast Werbeforschung gnd http://d-nb.info/gnd/4461741-0 Reclame. gtt Marktonderzoek. gtt Jones, John Philip. has work: How advertising works (Text) https://id.oclc.org/worldcat/entity/E39PCYhygRmyjjtdJRW4B6vt6q https://id.oclc.org/worldcat/ontology/hasWork Print version: How advertising works. Thousand Oaks, Calif. : Sage Publications, ©1998 (DLC) 98008871 (OCoLC)38270620 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=474102 Volltext |
| spellingShingle | How advertising works : the role of research / 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. Advertising Research. http://id.loc.gov/authorities/subjects/sh85001165 Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising. Publicité. Publicité Recherche. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Advertising Research fast Werbeforschung gnd http://d-nb.info/gnd/4461741-0 Reclame. gtt Marktonderzoek. gtt |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001165 http://id.loc.gov/authorities/subjects/sh85001086 http://d-nb.info/gnd/4461741-0 |
| 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 | Advertising Research. http://id.loc.gov/authorities/subjects/sh85001165 Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising. Publicité. Publicité Recherche. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Advertising Research fast Werbeforschung gnd http://d-nb.info/gnd/4461741-0 Reclame. gtt Marktonderzoek. gtt |
| topic_facet | Advertising Research. Advertising. Publicité. Publicité Recherche. advertising. BUSINESS & ECONOMICS Advertising & Promotion. Advertising Advertising Research Werbeforschung Reclame. Marktonderzoek. |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=474102 |
| work_keys_str_mv | AT jonesjohnphilip howadvertisingworkstheroleofresearch |