‘John Philip Jones′s new book is a provocative and lively challenge to much conventional advertising practice.’
—PAUL FELDWICK, Southcot House, Executive Planning Director, BMP, DDB, U. K.
‘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, President, Ephron, Papazian & Ephron, Inc.
‘John Phillip Jones has set himself the highest hurdle there is—how 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, Executive Vice President of J. Walter Thompson
‘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 PRINGLE, Director General of the IPA and co-author of ′Brand Spirit′ and ′Brand Manners′
John Philip Jones gives you his methods and shares details of how advertising can be effectively measured and made accountable.
The Ultimate Secrets of Advertising is based on a large study of real brand advertising conducted by Media Marketing Assessment (MMA). Jones provides ‘inside’ information and new information never published before on how advertising works, if it works, how much it works, and how to explain, present, determine, measure, and analyze the medium- and long-term effects of advertising.
Tabla de materias
Big Ideas and Good Ideas
Passing through the Gate
Getting It Right the First Time
Repetition, Competition and the Growth (or Decline) of Brands
Keeping the Brand in the Window
The Bridge to the Long Term
A First Measure of Long-Term Effects
The Depth of Advertising′s Long-Term Effects
Can Doses of Advertising Produce Doses of Profit?
Frozen Effects versus Continuous Effects
Snapshots versus Movies
Sobre el autor
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.
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