by ProfessorJohnPhilipJones (Editor)
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.
Format: Paperback
Pages: 368
Publisher: Sage Publications, Inc
Published: 23 Jul 1998
ISBN 10: 076191241X
ISBN 13: 9780761912415