Buch, Englisch, 368 Seiten, Paperback, Format (B × H): 152 mm x 229 mm, Gewicht: 603 g
The Role of Research
Buch, Englisch, 368 Seiten, Paperback, Format (B × H): 152 mm x 229 mm, Gewicht: 603 g
ISBN: 978-0-7619-1241-5
Verlag: Sage Publications
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Introduction - John Philip Jones
PART ONE: MARKETS AND ADVERTISING
The Advertising Process - Timothy Joyce
The Turbulent Depths of Marketing - Leo Bogart
Brand Growth - Josh McQueen, Alice K Sylvester and Scott D Moore
The Past, The Present
Penetration, Brand Loyalty and the Penetration Supercharge - John Philip Jones
Repetitive Advertising and the Consumer - Andrew S C Ehrenberg
Is Advertising Still Salesmanship? - John Philip Jones
Expansion Advertising - Brian Wansink
PART TWO: RESEARCH BEFORE THE ADVERTISING RUNS
Market Research - John Philip Jones
Why We Need To Be Careful
Likeability - Alexander L Biel
Why Advertising That Is Well Liked Sells Well
Qualitative Research in Advertising - Jan S Slater
Perceptual Mapping - John Philip Jones
Brain Wave Measures of Media Involvement - Herbert E Krugman
Consumer Preferences as Predictions - Alfred Politz and W Edwards Deming
Quantitative Pretesting for Television Advertising - John Philip Jones
Rough versus Finished Commercials in Research - Paula Pierce
Electronic Media Audience Measurement - Fiona Chew
Consumer Purchasing, Starch, and STAS - John Philip Jones
Does Magazine Advertising Produce an Immediate Effect?
PART THREE: RESEARCH AFTER THE ADVERTISING HAS RUN
Retail Research, Consumer Panels, Store Checking - John Philip Jones
Campaign Evaluation through Modeling - Simon Broadbent
Tracking Studies - Paul Feldwick
Television Advertising - Nigel Hollis
Short- and Long-Term Effects
Do Award-Winning Commercials Sell? - Donald Gunn
Single-Source Research - John Philip Jones
Is STAS a Uniform Measure for All Types of Buyers? - John Philip Jones
PART FOUR: ADVERTISING EFFECTS, INCLUDING SOME UNEXPECTED ONES
How Much Advertising Works? - John Philip Jones
Reduced Advertising and Its Impact on Profitability and Market Share in a Recession - Alexander L Biel
Margin and Price Effects of Manufacturers' Brand Advertising - Robert L Steiner
Macroeconomic Effects - John Philip Jones
The Influence of Advertising on Overall Sales Levels