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Kleinster Preis: 48.95 EUR, größter Preis: 75.00 EUR, Mittelwert: 62.6 EUR
The Ultimate Secrets of Advertising - Jones, John Philip
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ISBN: 9780761922445

[ED: Softcover], [PU: SAGE PUBN INC], Main description:Does advertising work? How does advertising work? How much advertising works? How can advertising be measured and made accountable?The last question effectively sums up the principal topic of this work. This accountability can only be answered by finding a way of calculating the financial return from advertising during a finite period (factoring out all other influences on the sales of a brand), and comparing this return to the cost of the investment.Based on state-of-the-art research, this work is a thorough study of advertising accountability and the comparison of investment and return. John Phillip Jones analyzes and clarifies the latest research into terms that professionals and students can use. He provides answers to the principal questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal of the measurement of effect.This volume makes an excellent research aid that will enhance skills and assist in the study of advertising and marketing.Review quote:... John Philip Joness new book is a provocative and lively challenge to much conventional advertising practice.. PAUL FELDWICK... Professor John Philip Jones is more than a fine teacher, he is an exceptional thinker. John at last brings structure, clarity, and understanding to the murky business of how advertising contributes to brand profits. Reading his new book I found myself nodding yes, yes, yes to things I had never read before.. ERWIN EPHRON... John Phillip Jones has set himself the highest hurdle there ishow to make advertising accountable. His argument is precise, and his language entertaining and intelligent, making this quest an essential, provocative and delightfully enjoyable voyage for professionals and students alike. Read it.. ANDREW FENNING... Building on his original single-source data analysis, Jones demonstrates in depth the potential power of advertising ideas. His new Gatekeeper model gives his thesis some real teeth and provides marketers and agencies with an invaluable tool to harness creativity profitably on behalf of brands.. HAMISH PRINGLETable of contents:Big Ideas and Good IdeasPassing through the GateGetting It Right the First TimeRepetition, Competition and the Growth (or Decline) of BrandsKeeping the Brand in the WindowThe Bridge to the Long TermA First Measure of Long-Term EffectsThe Depth of Advertising's Long-Term EffectsCan Doses of Advertising Produce Doses of Profit?Frozen Effects versus Continuous EffectsSnapshots versus Movies256 p. - 9.0000 x 6.0000 inVersandfertig in über 4 Wochen, [SC: 0.00]

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The Ultimate Secrets of Advertising - Jones, John Philip
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2001, ISBN: 076192244X, Lieferbar binnen 4-6 Wochen Versandkosten:Versandkostenfrei innerhalb der BRD

ID: 9780761922445

Internationaler Buchtitel. In englischer Sprache. Verlag: SAGE PUBN INC, 256 Seiten, L=228mm, B=155mm, H=14mm, Gew.=349gr, [GR: 17800 - HC/Wirtschaft], [SW: - Business / Economics / Finance], Kartoniert/Broschiert, Klappentext: · Does advertising work? · How does advertising work? · How much advertising works? · How can advertising be measured and made accountable? The last question effectively sums up the principal topic of this work. This accountability can only be answered by finding a way of calculating the financial return from advertising during a finite period (factoring out all other influences on the sales of a brand), and comparing this return to the cost of the investment. Based on state-of-the-art research, this work is a thorough study of advertising accountability and the comparison of investment and return. John Phillip Jones analyzes and clarifies the latest research into terms that professionals and students can use. He provides answers to the principal questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal of the measurement of effect. This volume makes an excellent research aid that will enhance skills and assist in the study of advertising and marketing. [Ausgabe: 0003] · Does advertising work? · How does advertising work? · How much advertising works? · How can advertising be measured and made accountable? The last question effectively sums up the principal topic of this work. This accountability can only be answered by finding a way of calculating the financial return from advertising during a finite period (factoring out all other influences on the sales of a brand), and comparing this return to the cost of the investment. Based on state-of-the-art research, this work is a thorough study of advertising accountability and the comparison of investment and return. John Phillip Jones analyzes and clarifies the latest research into terms that professionals and students can use. He provides answers to the principal questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal of the measurement of effect. This volume makes an excellent research aid that will enhance skills and assist in the study of advertising and marketing.

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The Ultimate Secrets of Advertising - John Philip Jones
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John Philip Jones:
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This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose. Textbooks New Books ~~ Business & Economics~~ Advertising & Promotion Ultimate-Secrets-of-Advertising~~John-Philip-Jones SAGE Publications · Does advertising work? · How does advertising work? · How much advertising works? · How can advertising be measured and made accountable? The last question effectively sums up the principal topic of this work. This accountability can only be answered by finding a way of calculating the financial return from advertising during a finite period (factoring out all other influences on the sales of a brand), and comparing this return to the cost of the investment. Based on state-of-the-art research, this work is a thorough study of advertising accountability and the comparison of investment and return. John Phillip Jones analyzes and clarifies the latest research into terms that professionals and students can use. He provides answers to the principal questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal of the measurement of effect. This volume makes an excellent research aid that will enhance skills and assist in the study of advertising and marketing.

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The Ultimate Secrets of Advertising
Autor:

Jones, John Philip

Titel:

The Ultimate Secrets of Advertising

ISBN-Nummer:

076192244X

· Does advertising work? · How does advertising work? · How much advertising works? · How can advertising be measured and made accountable? The last question effectively sums up the principal topic of this work. This accountability can only be answered by finding a way of calculating the financial return from advertising during a finite period (factoring out all other influences on the sales of a brand), and comparing this return to the cost of the investment. Based on state-of-the-art research, this work is a thorough study of advertising accountability and the comparison of investment and return. John Phillip Jones analyzes and clarifies the latest research into terms that professionals and students can use. He provides answers to the principal questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal of the measurement of effect. This volume makes an excellent research aid that will enhance skills and assist in the study of advertising and marketing.

Detailangaben zum Buch - The Ultimate Secrets of Advertising


EAN (ISBN-13): 9780761922445
ISBN (ISBN-10): 076192244X
Taschenbuch
Erscheinungsjahr: 2001
Herausgeber: SAGE PUBN INC
256 Seiten
Gewicht: 0,349 kg
Sprache: eng/Englisch

Buch in der Datenbank seit 03.09.2007 16:01:01
Buch zuletzt gefunden am 14.02.2016 19:16:50
ISBN/EAN: 076192244X

ISBN - alternative Schreibweisen:
0-7619-2244-X, 978-0-7619-2244-5

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