A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections." —R.R. Attison, CUNY College of Staten Island "John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest." --Andy Fenning, J. Walter Thompson, New York John Philip Jones, best-selling author of What′s in a Name? Advertising and the Concept of Brands and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures. All aspects of the business—creativity, media planning, operations, and specialty advertising—are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles. The result is a single knowledge bank of theory and practice for advertising students and professionals. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.
Represents the first attempt to demonstrate, with the use of a substantial database, the full panoply of advertising's effect on consumer purchasing of a brand. John Philip Jones provides 'inside' information about how advertising works, if it works, and how much of it works. In addition, he explains how to present, determine, measure, and analyze the medium- and long-term effects of advertising--COVER.
What was it like to serve as an artillery officer during the Second World War? How did he view the battlefield and experience combat? And how did his work with the guns combine with that of the other arms - the infantry, the tanks? Peter Pettit's diary, covering his entire wartime career in the Royal Artillery, edited and with an extensive introduction by John Philip Jones, offers a rare insight into the day-to-day existence of a gunner at war, and it is a valuable record of the role played by the Royal Artillery during the conflict. Since Peter Pettit served as a field officer in North Africa, Sicily, Normandy and during the Allied advance across France and Belgium into Germany, his account shows the wide range of challenges that confronted the artillery in different conditions at each stage of the war. Although the landscapes and battlefields changed, the practical problems and acute dangers he faced remained much the same, and he recorded them in the same open and forthright way. His authentic record, combined with John Philip Jones's meticulous description of the planning and progress of each campaign, provide a rounded view the nature of the artillery war and the men who fought it.General Sir Richard Barrons, Commander, Joint Forces Command: 'Professor John Philip Jones breaks new ground as he brings into the light for the first time the private record of one rather special participant. Peter Pettit's personal and contemporaneous notes detail his journey from the first encounters with a determined enemy in Tunisia, through the difficult invasion of Sicily, and finally on to the outstanding events of Normandy in 1944 . . .. . . This story is made much more interesting and accessible for the general reader by the accompanying succinct historical overview of the events. . .. . . For anyone looking for a rare insight into the hard business of field soldiering in the crucible of war, these diaries paint a very colourful, accurate and illuminating picture.
The book makes an interesting and substantive contribution to the field of advertising directly, and also to the entire field of marketing communications or promotion. John Philip Jones presents a new and informed perspective that supports and underpins the need for advertising that works rather than emotive rhetoric that obscures its purpose and function." --Philip J. Kitchen, University of Hull, U.K. "This is a much needed text that puts misinformation to rest with strong evidence to disprove it. Most texts simply show how ads are developed, media plans are implemented, and lots of beautiful advertisements. This book shows how advertising can be and should be effective." --Jan S. Slater, Ph.D., Ohio University The workings of advertising have always remained a bit of a mystery; until about 1960 virtually nothing of the effectiveness of advertising was known. There was even some doubt about whether advertising worked at all. In the absence of facts, theories were developed up to fill the vacuum. These were soon developed into doctrines, which became widely followed—fables that became fashions. Not many of these theories were ever subjected to harsh scrutiny based on factual knowledge, mainly because there was not much factual knowledge available until recently. John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate these advertising "fables" and "fashions," and also to study the facts. He uses the patterns and trends revealed by the accumulations of data from cutting-edge research to illustrate the occasional incompleteness, inadequacy, and in some cases total wrongheadedness of these fables and fashions. Each chapter then attempts to describe one aspect of how advertising really works. Unlike most other advertising textbooks, Fables, Fashions, and Facts About Advertising is not written as a "how to" text, or as a vehicle for war stories, or as a sales pitch. Instead, it is a book that concentrates solely on describing how advertising works. Written to be accessible to the general public with little or no experience studying advertising, it makes the scholarship of an internationally renowned figure accessible to students taking beginning advertising courses. Fables, Fashions, and Facts About Advertising is ideal as a core or supplemental text for courses in marketing, communication, journalism, and related disciplines. This volume should also be useful to the tens-of-thousands of business people whose careers are directly or indirectly concerned with advertising.
John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest." —Andy Fenning, Executive Vice President, Director of Strategic Development, J. Walter Thompson, New York "John Philip Jones is a name you know . . . . with opinions you value . . . . and updated and current information. Here is everything you need to know about advertising." —Don E. Schultz, President, Agora, Inc, Northwestern University John Philip Jones, best-selling author of What′s In a Name? Advertising and the Concept of Brands and When Ads Work: New Proof that Advertising Triggers Sales, has compiled a comprehensive guide to the 77 key organizations and publications in the field of advertising and marketing communications. Entries are arranged alphabetically for easy access and include a thorough description of each organization′s purpose, activity, and contact information. The collection is balanced among industry trade organizations (American Association of Advertising Agencies), research organizations (Marketing Science Institute), academic organizations (American Academy of Advertising), and pro-social organizations (Partnership for a Drug-Free America)., With 27 entries from outside of the United States, the collection is global in scope. Key publications such as AdWeek, Advertising Age, and AdMap are also included. This resource guide is the fifth and final volume of a series edited by John Philip Jones that comprises an essential advertising library. How Advertising Works: The Role of Research The Advertising Business How to Use Advertising to Build Strong Brands International Advertising: Realities and Myths Advertising Organizations and Publications
THE CAULDRON OF WAR, 1914-1918 Robert Gardner (1899-1972) was a member of a generation of highly-educated Englishmen who went to war in 1914: a war in which they suffered a horrifying loss of life. Robert Gardner was one of the survivors. Before the war, after taking First-Class Honours in both parts of the Classics Tripos at Emmanuel College, Cambridge, he was awarded the much prized Craven Studentship that took him to Italy for two years to carry out research into aspects of Roman military history. Towards the end of his time in Italy, the outbreak of the First World War brought him immediately back to England. He was a Lancashire man and he was commissioned in the senior infantry regiment from that county, the King’s Own (Royal Lancashire Regiment). His battalion spent the winter of 1914-1915 training for war. Robert Gardner went with his battalion to France in May 1915, and was with them when they fought in four major battles in which they suffered heavy casualties. His service was interrupted by a serious injury from an accident with a firearm, and although he was away from his battalion for fourteen months, he served for more than two years in the trenches. He was awarded the Military Cross, and was steadily promoted until, at the end of the war he commanded his battalion as a lieutenant colonel. He took his battalion back to England in 1919, and with the rest of his men he was demobilized. Emmanuel College lost no time in electing him to a fellowship, He spent a long and productive career delivering university lectures and supervising students, and he also became Bursar of the College, with the responsibility for finances, investments and all business affairs. His life revolved around the College. He was a very popular figure, and one of the more distinguished public rooms in the College was named after him. He had a happy family life; he was devout, and remarkably abstemious. During all the years after the First World War he maintained regular contact with the King’s Own, and although he lived in Cambridge he regularly attended regimental reunions in Lancashire. He retired in 1960, but this did not stop him from his regular association with the fellows and undergraduates of Emmanuel. In the words of the Master of the College: ‘He was an Emmanuel institution, who for more than half a century represented a vital link with the past.’
John Maynard Keynes was the most influential economist of the 20th Century, whose doctrines had a huge impact on American prosperity in the years following the Second World War. This new book by John Philip Jones describes the main features of Keynes's work, including the fiscal and monetary policies he recommended, together with a detailed trackin
The Successes and Sacrifices of the British Army in 1914 This work is a study of military history from the top down and also from the bottom up. It describes a brigadefour thousand menof the old British Regular Army that fought in the British Expeditionary Force in France in 1914. This army was of the highest quality but was very small. The book describes the strategy and tactics of the fighting, in which the British played a major role. But the work also describes the fighting from the point of view of junior officers and men in the ranks from the bottom up. Johnny: The Legend and Tragedy of General Sir Ian Hamilton Hamilton was a heroic leader of men. He had an extremely successful career until his last and biggest campaign, the assault on the Gallipoli peninsula in 1915. This was a disaster because Hamilton, despite all his other qualities, was an inadequate strategist. General Sir Roger Wheeler, chief of the general staff and professional head of the British Army, wrote an enthusiastic foreword to the book. It was also very favourably received by the Royal United Services Institute. Battles of a Gunner Officer: Tunisia, Sicily, Normandy and the Long Road to Germany This book describes some of the most important campaigns fought by the British army during the Second World War. The unique feature of the book is that the campaigns are revealed through the eyes of a successful battery commander in the Royal Artillery (widely considered to be the most successful individual element of the British army). General Sir Richard Barrons, a senior serving officer and head of the Joint Forces Command, wrote the foreword to the book and commented on the unique nature of the work.
QUEEN VICTORIAS PALADINS The unique feature of this book is that it is a dual biography. Garnet Wolseley (18331913) and Frederick Roberts (18321914) were the most important British soldiers during the last quarter of the nineteenth century. They both became field marshals and were both raised to the peerage and entered the House of Lords. Wolseley and Roberts were Queen Victorias paladins. Their reputations were built on the expeditions they led. Wolseley commanded forces in North America and Africa; Roberts commanded in Afghanistan and, at the end of his career, in South Africa. Both men were army reformers, and Roberts dedicated his retirement to a campaign to introduce a brief period of compulsory army service for all physically fit young men, with the objective of building a large reserve of partially trained soldiers. However, this proposal was not acceptable to any British government. Both Wolseley and Roberts left extensive well-written personal memoirs, and their campaigns also generated a substantial literature. They both attracted followers. The officers who surrounded themsome of them highly talentedbecame known as the Wolseley Ring and the Roberts Ring. Queen Victorias paladins devoted their lives to the British Empire. They demonstrated formidable strategic and tactical skills and won a succession of wars against brave but militarily backward opponents. This book compares Wolseley and Roberts as commanders. It also touches on whether Wolseley and Roberts can be compared with generals like Wellington and Montgomery, who won their battles against large, well-organized, and well-armed enemy armies. It is by no means certain that Wolseley and Roberts would have done well in such different circumstances.
The Gallipoli campaign was launched in April 1915 in an effort to knock Turkey out of the war but the force that was deployed was too small to achieve its aim. Moreover, the commander, General Sir Ian Hamilton was at fault in the way he conducted his campaign. Never happier than when he was in the thick of action, Hamilton was an excellent tactician but, by 1915, and in a situation like Gallipoli, his style of leadership was outdated. This book examines why Hamilton failed at Gallipoli and shows how, in spite of that failure and it being his last command, he became a well-respected military prophet who many several perceptive predictions about the future of warfare.
This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work was reproduced from the original artifact, and remains as true to the original work as possible. Therefore, you will see the original copyright references, library stamps (as most of these works have been housed in our most important libraries around the world), and other notations in the work. This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. As a reproduction of a historical artifact, this work may contain missing or blurred pages, poor pictures, errant marks, etc. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.
Thank you for visiting our website. Would you like to provide feedback on how we could improve your experience?
This site does not use any third party cookies with one exception — it uses cookies from Google to deliver its services and to analyze traffic.Learn More.