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The Ultimate Secrets of Advertising
Represents the first attempt to demonstrate, with the use of a substantial database, the full panoply of advertising's effect on consumer purchasing of a brand. John Philip Jones provides 'inside' information about how advertising works, if it works, and how much of it works. In addition, he explains how to present, determine, measure, and analyze the medium- and long-term effects of advertising--COVER.
When Ads Work
The ""accepted wisdom"" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. ""When Ads Work"" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates th ...
How Advertising Works
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.
International Advertising
A handbook of the theory and practice of international advertising linked to overall trends in business globalization.
When Ads Work
The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
The Advertising Business
"A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections." --R.R. Attison, CUNY College of Staten Island "John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest." --Andy Fenning, J. Walter Thompson, New York John Philip Jones, best-selling author of What′s 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 ...
Monica Jones, Philip Larkin and Me
'A brilliant biography - John Sutherland has brought Monica Jones to life as she deserves.' Claire Tomalin 'Eye-opening... in this account [Monica Jones] comes alive.' The Sunday Times Monica Jones was Philip Larkin's partner for more than four decades, and was arguably the most important woman in his life. She was cruelly immortalised as Margaret Peel in Kingsley Amis's Lucky Jim and widely vilified for destroying Larkin's diaries and works in progress after his death. She was opinionated and outspoken, widely disliked by his friends and Philip himself was routinely unfaithful to her. But Monica Jones was also a brilliant academic and an inspiring teacher in her own right. She wrote more th...
Public Finance and Public Choice
Are the way in which governments tax and spend efficient, and are they equitable? These questions are central to public sector economics and this second edition of Public Finance and Public Choice illustrates the controversies which surround them. This new edition continues to focus on both the social optimality and public choice approaches but also includes alternative perspectives. This successful text has been extensively rewritten, offering further microeconomic insight and additional examples of the application of theory. New sections include: The private provision of public goods Privatization The quasi market The EC budget QALYs (Quality Adjusted Life Years) Public debt The impact of the public sector on economic growth. This clearly written, rigorous text offers a complete course in the economics of the public sector. It will be an indispensable text for students studying public economics, and also for students taking technical public policy or public administration courses.
What's in a Name?
This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.
