The Ultimate Secrets of Advertising

John Philip Jones′s new book is a provocative and lively challenge to much conventional advertising practice.―PAUL FELDWICK Southcot House Executive Planning Director BMPDDB 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 ThompsonBuilding 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.