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How Advertising Works: The Role of Research

How Advertising Works: The Role of Research Paperback / softback - 1998 - 1st Edition

by John Philip Jones

  • New
  • Paperback

Description

Paperback / softback. New. This authoritative handbook of the research procedures which determine effective advertising brings together the theory and practice of advertising into a single 'knowledge bank'.
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Details

  • Title How Advertising Works: The Role of Research
  • Author John Philip Jones
  • Binding Paperback / softback
  • Edition number 1st
  • Edition 1
  • Condition New
  • Pages 368
  • Volumes 1
  • Language ENG
  • Publisher Sage Publications, USA
  • Date 1998-06-10
  • Bookseller's Inventory # B9780761912415
  • ISBN 9780761912415 / 076191241X
  • Weight 1.3 lbs (0.59 kg)
  • Dimensions 9.03 x 6.01 x 0.9 in (22.94 x 15.27 x 2.29 cm)
  • Library of Congress subjects Advertising, Advertising - Research
  • Library of Congress Catalog Number 98-8871
  • Dewey Decimal Code 659.1

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First line

In 1967, at a seminar on advertising research organized by the European Society for Opinion and Marketing Research (ESOMAR), I gave an invited paper titled, "What Do We Know About How Advertising Works?"