The Ultimate Secrets of Advertising

This dynamic book covers four primary questions: * does advertising work? * how does advertising work? * how much advertising works? * how can advertising be measured and made accountable? Based on state-of-the-art research, The Ultimate Secrets of Advertising is a thorough study of advertising accountability and the comparison of investment and return. John Philip Jones analyses and clarifies the latest research into terms that professionals and students can use. He provides answers to the principle questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal being the measurement of effect. This volume makes an excellent research aid that will enhance skills and assist in the study of advertising and marketing.