How Advertising Works: The Role of Research

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Business & Economics - Sales & Marketing
How Advertising Works: The Role of...

How Advertising Works: The Role of Research

Name: How Advertising Works: The Role of Research
ISBN: 9780761912408

John Philip Jones

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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.

Категорії:

Business & Economics - Sales & Marketing

Рік:

1998

Видання:

Видавництво:

SAGE Publications, Inc

Мова:

english

Сторінки:

368

ISBN 10: