Advertising Works II PDF Download

Author: Alan C. Middleton
Publisher:
ISBN: 9780696788116
Category : Advertising
Languages : en
Pages : 244

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Author: Gerard J. Tellis
Publisher: SAGE Publications
ISBN: 1452262713
Category : Business & Economics
Languages : en
Pages : 217

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Book Description
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.

Author: Institute of Practitioners in Advertising 1982
Publisher:
ISBN:
Category :
Languages : en
Pages : 240

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Book Description

Author: John Philip Jones
Publisher: SAGE Publications
ISBN: 1452267561
Category : Business & Economics
Languages : en
Pages : 373

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Book 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

Author: John Philip Jones
Publisher: SAGE Publications, Incorporated
ISBN: 9780761912408
Category : Business & Economics
Languages : en
Pages : 372

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Book Description
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.

Author: Simon Broadbent
Publisher:
ISBN: 9780039104665
Category : Advertising
Languages : en
Pages : 240

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Author: Harry Tipper
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 498

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Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 2206

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Author: James P. Brennan
Publisher: Penn State Press
ISBN: 0271035722
Category : History
Languages : en
Pages : 418

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Book Description
In mid-twentieth-century Latin America there was a strong consensus between Left and Right&—Communists working under the directives of the Third International, nationalists within the military interested in fostering industrialization, and populists&—about the need to break away from the colonial legacies of the past and to escape from the constraints of the international capitalist system. Even though they disagreed about the desired end state, Argentines of all political stripes could agree on the need for economic independence and national sovereignty, which would be brought about through the efforts of a national bourgeoisie. James Brennan and Marcelo Rougier aim to provide a political history of this national bourgeoisie in this book. Deploying an eclectic methodology combining aspects of the &“new institutionalism,&” the &“new economic history,&” Marxist political economy, and deep research in numerous, rarely consulted archives into what they dub the &“new business history,&” the authors offer the first thorough, empirically based history of the national bourgeoisie&’s peak association, the Confederaci&ón General Econ&ómica (CGE), and of the Argentine bourgeoisie&’s relationship with the state. They also investigate the relationship of the bourgeoisie to Per&ón and the Peronist movement by studying the history of one industrial sector, the metalworking industry, and two regional economies&—one primarily industrial, C&órdoba, and another mostly agrarian, Chaco&—with some attention to a third, Tucum&án, a cane-cultivating and sugar-refining region sharing some features of both. While spanning three decades, the book concentrates most on the years of Peronist government, 1946&–55 and 1973&–76.

Author: Claude C. Hopkins
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 318

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Book Description
Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins (1866-1932), who worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to today's Foote, Cone & Belding). He stayed for 18 years. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals.