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Sage Publications How Advertising Works: The Role of Research (Graduate Survival Skills)

Name: How Advertising Works: The Role of Research (Graduate Survival Skills)
Brand: Sage Publications
Price: 173.18 GBP
Availability: InStock

Economics

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Description

John Philip Jones, best-selling author of WhatÆs in a Name?, Advertising and the Concept of Brands, and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising processùclients, media, and agenciesùare fully represented in How Advertising Works. Chapter authors reflect a global mix of academic and professional backgrounds and include Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles. The result is a single "knowledge bank" of theory and practice for advertising students and professionals. Future handbooks, also edited by John Philip Jones, will address key topics of advertising agency operation, brand building, and multinational advertising. How Advertising Works will be of interest to students and professionals in advertising, marketing, and communication

Product Specifications

Brand: Sage Publications
Format: paperback
ASIN: 076191241X
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 23 July 1998
Listed Since: 02 January 2007

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Sage Publications How Advertising Works: The Role of Research (Graduate Survival Skills)

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