How Advertising Works: The Role of Research
John Philip Jones
John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume.
Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
Kategorie:
Rok:
1998
Wydanie:
1
Wydawnictwo:
SAGE Publications, Inc
Język:
english
Strony:
368
ISBN 10:
0761912401
ISBN 13:
9780761912408
Plik:
PDF, 23.83 MB
IPFS:
,
english, 1998