How Advertising Works

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor's Citation for Exceptional Academic Achievement.

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