The Advertising Business(English, Paperback, Jones John Philip)

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The Advertising Business(English, Paperback, Jones John Philip) is written by Jones John Philip and published by SAGE Publications Inc. It's available with International Standard Book Number or ISBN identification 0761912398 (ISBN 10) and 9780761912392 (ISBN 13).

"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.