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How advertising works [[electronic resource] ] : the role of research / / edited by John Philip Jones
| How advertising works [[electronic resource] ] : the role of research / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1998 |
| Descrizione fisica | 1 online resource (358 p.) : ill., facsims |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising
Advertising - Research |
| ISBN |
1-4522-3150-8
0-7619-1240-1 1-4522-6756-1 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910791720803321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1998 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How advertising works [[electronic resource] ] : the role of research / / edited by John Philip Jones
| How advertising works [[electronic resource] ] : the role of research / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1998 |
| Descrizione fisica | 1 online resource (358 p.) : ill., facsims |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising
Advertising - Research |
| ISBN |
1-4522-3150-8
0-7619-1240-1 1-4522-6756-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910822522903321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1998 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones
| How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones |
| Autore | Jones John Philip |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
| Descrizione fisica | 1 online resource (407 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
REFERENCE
Consumer Guides Advertising - Brand name products Brand name products Commerce Business & Economics Advertising |
| ISBN |
1-4522-3139-7
0-7619-1242-8 1-4522-6755-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910481036503321 |
Jones John Philip
|
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| Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones
| How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
| Descrizione fisica | 1 online resource (394 p.) : ill |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising - Brand name products
Brand name products |
| ISBN |
1-4522-3139-7
0-7619-1242-8 1-4522-6755-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910791720703321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones
| How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
| Descrizione fisica | 1 online resource (394 p.) : ill |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising - Brand name products
Brand name products |
| ISBN |
1-4522-3139-7
0-7619-1242-8 1-4522-6755-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover -- Contents -- Chapter 1 - Introduction -- Part I - Brands: Added Values and Brand Equity -- Chapter 2 - Brands and Added Values -- Chapter 3 - Brand Ideas and Their Importance: "When Do You Tell the Agency What the Brand Means? -- Chapter 4 - Brands and Their Symbols -- Chapter 5 - Gestalt: How Brands Are Influenced by Multiple Communications -- Chapter 6 - Brands and Advertising -- Chapter 7 - Brand Equity: Do We Really Need It? -- Chapter 8 - Putting a Price on Brand Equity -- Chapter 9 - Parity: Consumer Perceptions That All Brands Are Alike -- Chapter 10 - Brand Management -- Part II - New and Growing Brands -- Chapter 11 - A Marketing Template for New Brands -- Chapter 12 - The Initial Growth Cycle of a New Brand -- Chapter 13 - New Brands: Success Rate and Criteria for Success -- Chapter 14 - Exploring Brand Magic -- Chapter 15 - How Advertising Builds Brand Equity -- Part III - Mature Brands -- Chapter 16 - Life-Cycle Theory -- Chapter 17 - The Defensive Role of Advertising -- Chapter 18 - Are All Consumers Equal? Segmentation: The Statute of Limitations -- Chapter 19 - Relationship Marketing -- Chapter 20 - A Picture of a Brand: Campbell's Soup -- Chapter 21 - The Case for Collectible Brands -- Part IV - Brand Concepts in Unexpected Fields -- Chapter 22 - Political Advertising: How It Works and Who Benefits -- Chapter 23 - Cable Television Stations as Brands -- Chapter 24 - Green Brands and Green Marketing -- Chapter 25 - How Brands Should Be Presented to Elderly Consumers -- Chapter 26 - Arts Organizations as Brands: The Role of Effective Direct-Response Communications -- Part V - Developing an Understanding of Brands -- Chapter 27 - Education for Advertising in American Universities -- Chapter 28 - Education for the Creative Process -- Index -- About the Contributors. |
| Record Nr. | UNINA-9910820255103321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones
| International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (423 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising
Advertising media planning Comparative advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
0-7619-1244-4
1-322-41705-9 1-4522-6458-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Chapter 1 - Introduction: The Vicissitudes of International Advertising; Part I - The Realities of International Advertising; Chapter 2 - International Advertising Developments; Chapter 3 - International Advertising: How Far Can It Fly?; Chapter 4 - Alice in Disneyland: A Creative View of International Advertising; Chapter 5 - Brand and Consumer Values in Global Marketing; Chapter 6 - Mapping Cultural Values for Global Marketing and Advertising; Chapter 7 - Women as an Advertising Target: An International Overview; Chapter 8 - Media May Be Global, but Is Youth?
Part II - An International CircumnavigationChapter 9 - Rational Arguments and Emotional Envelopes: American and British Advertising Compared; Chapter 10 - The Power of Advertising, Myths and Realities: Evidence From Norway; Chapter 11 - Print Advertising-and How an American Creative Man Learned to Operate in an International Environment; Chapter 12 - The Emergence of Advertising in Russia; Chapter 13 - Australia: A Western or Eastern Advertising Market?; Chapter 14 - The Emperor's New Clothes: A View From Australia on the Creative Process; Chapter 15 - Japan: The Advertising Agency Scene Chapter 16 - The Asia Pacific TigersChapter 17 - Is India an Asian Tiger?; Chapter 18 - China: Advertising Yesterday and Today; Part III - An International Perspective on Measurement and Evaluation; Chapter 19 - How Single-Source Research First Developed; Chapter 20 - Short-Term Advertising Strength: New Empirical Evidence From Norway; Chapter 21 - The Effectiveness of Television Advertising in France; Chapter 22 - Test Marketing-and Some Notes on Iceland, a Totally Isolated Marketing Environment; Chapter 23 - Modeling the Marketing Process: Innovation From Japan Chapter 24 - Media Synergy: Evidence From GermanyChapter 25 - What Do We Know of Mixed Media Effects? More Evidence From Germany; Chapter 26 - Advertising Likability: A View From South Africa; Chapter 27 - Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards; Index; About the Contributors |
| Record Nr. | UNINA-9910480295703321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones
| International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (412 p.) : ill |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising
Advertising media planning Comparative advertising |
| ISBN |
0-7619-1244-4
1-322-41705-9 1-4522-6458-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Chapter 1 - Introduction: The Vicissitudes of International Advertising; Part I - The Realities of International Advertising; Chapter 2 - International Advertising Developments; Chapter 3 - International Advertising: How Far Can It Fly?; Chapter 4 - Alice in Disneyland: A Creative View of International Advertising; Chapter 5 - Brand and Consumer Values in Global Marketing; Chapter 6 - Mapping Cultural Values for Global Marketing and Advertising; Chapter 7 - Women as an Advertising Target: An International Overview; Chapter 8 - Media May Be Global, but Is Youth?
Part II - An International CircumnavigationChapter 9 - Rational Arguments and Emotional Envelopes: American and British Advertising Compared; Chapter 10 - The Power of Advertising, Myths and Realities: Evidence From Norway; Chapter 11 - Print Advertising-and How an American Creative Man Learned to Operate in an International Environment; Chapter 12 - The Emergence of Advertising in Russia; Chapter 13 - Australia: A Western or Eastern Advertising Market?; Chapter 14 - The Emperor's New Clothes: A View From Australia on the Creative Process; Chapter 15 - Japan: The Advertising Agency Scene Chapter 16 - The Asia Pacific TigersChapter 17 - Is India an Asian Tiger?; Chapter 18 - China: Advertising Yesterday and Today; Part III - An International Perspective on Measurement and Evaluation; Chapter 19 - How Single-Source Research First Developed; Chapter 20 - Short-Term Advertising Strength: New Empirical Evidence From Norway; Chapter 21 - The Effectiveness of Television Advertising in France; Chapter 22 - Test Marketing-and Some Notes on Iceland, a Totally Isolated Marketing Environment; Chapter 23 - Modeling the Marketing Process: Innovation From Japan Chapter 24 - Media Synergy: Evidence From GermanyChapter 25 - What Do We Know of Mixed Media Effects? More Evidence From Germany; Chapter 26 - Advertising Likability: A View From South Africa; Chapter 27 - Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards; Index; About the Contributors |
| Record Nr. | UNINA-9910779209403321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones
| International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (412 p.) : ill |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising
Advertising media planning Comparative advertising |
| ISBN |
0-7619-1244-4
1-322-41705-9 1-4522-6458-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Chapter 1 - Introduction: The Vicissitudes of International Advertising; Part I - The Realities of International Advertising; Chapter 2 - International Advertising Developments; Chapter 3 - International Advertising: How Far Can It Fly?; Chapter 4 - Alice in Disneyland: A Creative View of International Advertising; Chapter 5 - Brand and Consumer Values in Global Marketing; Chapter 6 - Mapping Cultural Values for Global Marketing and Advertising; Chapter 7 - Women as an Advertising Target: An International Overview; Chapter 8 - Media May Be Global, but Is Youth?
Part II - An International CircumnavigationChapter 9 - Rational Arguments and Emotional Envelopes: American and British Advertising Compared; Chapter 10 - The Power of Advertising, Myths and Realities: Evidence From Norway; Chapter 11 - Print Advertising-and How an American Creative Man Learned to Operate in an International Environment; Chapter 12 - The Emergence of Advertising in Russia; Chapter 13 - Australia: A Western or Eastern Advertising Market?; Chapter 14 - The Emperor's New Clothes: A View From Australia on the Creative Process; Chapter 15 - Japan: The Advertising Agency Scene Chapter 16 - The Asia Pacific TigersChapter 17 - Is India an Asian Tiger?; Chapter 18 - China: Advertising Yesterday and Today; Part III - An International Perspective on Measurement and Evaluation; Chapter 19 - How Single-Source Research First Developed; Chapter 20 - Short-Term Advertising Strength: New Empirical Evidence From Norway; Chapter 21 - The Effectiveness of Television Advertising in France; Chapter 22 - Test Marketing-and Some Notes on Iceland, a Totally Isolated Marketing Environment; Chapter 23 - Modeling the Marketing Process: Innovation From Japan Chapter 24 - Media Synergy: Evidence From GermanyChapter 25 - What Do We Know of Mixed Media Effects? More Evidence From Germany; Chapter 26 - Advertising Likability: A View From South Africa; Chapter 27 - Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards; Index; About the Contributors |
| Record Nr. | UNINA-9910818611003321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Keynes's vision : why the great depression did not return / John Philip Jones
| Keynes's vision : why the great depression did not return / John Philip Jones |
| Autore | Jones, John Philip |
| Pubbl/distr/stampa | London ; New York : Routledge, 2008 |
| Descrizione fisica | xv, 222 p. : ill ; 24 cm |
| Disciplina | 330.15 |
| Collana | Routledge studies in the history of economics |
| Soggetto non controllato | Keynes, John Maynard |
| ISBN | 978-0-415-78000-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-990009751300403321 |
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Jones, John Philip
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| London ; New York : Routledge, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones
| The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones |
| Autore | Jones John Philip |
| Pubbl/distr/stampa | London, : SAGE, c2001 |
| Descrizione fisica | 1 online resource (254 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Advertising agencies |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-4522-2936-8
0-7619-2243-1 1-4522-6270-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Half title page; Title page; Copyright page; Dedication; Contents; Epigraph; List of Tables and Figures; Foreword: Red Threads; Acknowledgments; Chapter 1 - Big Ideas and Good Ideas; Chapter 2 - Passing Through the Gate; Chapter 3 - Getting It Right the First Time; Chapter 4 - Repetition, Competition, and the Growth (or Decline) of Brands; Chapter 5 - Keeping the Brand in the Window; Chapter 6 - The Bridge to the Long Term; Chapter 7 - A First Measure of Long-Term Effects; Chapter 8 - The Depth of Advertising's Long-Term Effects
Chapter 9 - Can Doses of Advertising Produce Doses of Profit?Chapter 10 - Frozen Effects Versus Continuous Effects: Snapshots Versus Movies; Appendix A: Tracking Studies; Appendix B: Alternative Systems for Measuring Long-Term Effects; Index; About the Author |
| Record Nr. | UNINA-9910480852803321 |
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Jones John Philip
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| London, : SAGE, c2001 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
