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,... more...