Includes bibliographical references and indexes.

Introduction / John Philip Jones -- The advertising process / Timothy Joyce -- The turbulent depths of marketing / Leo Bogart -- Brand growth: the past, the present / Josh McQueen, Alice K. Sylvester, and ScottD. Moore -- Penetration, brand loyalty, and the penetration supercharge/ John Philip Jones -- Repetitive advertising and the consumer / AndrewS. C. Ehrenberg -- Is advertising still salesmanship? / John PhilipJones -- Expansion advertising / Brian Wansink -- Market research : whywe need to be careful / John Philip Jones -- Likeability : why advertising that is well liked sells well / Alexander L. Biel --Qualitative research in advertising / Jan S. Slater -- Perceptual mapping / John Philip Jones -- Brain wave measures of media involvement/ Herbert E. Krugman -- Consumer preferences as predictions / Alfred Politz and W. Edwards Deming -- Quantitative pretesting for television advertising / John Philip Jones -- Rough versus finished commercials inresearch / Paula Pierce -- Electronic media audience measurement /Fiona Chew -- Consumer purchasing, starch, and STAS : does magazine advertising produce an immediate effect? / John Philip Jones -- Retailresearch, consumer panels, store checking / John Philip Jones --Campaign evaluation through modeling / Simon Broadbent -- Tracking studies / Paul Feldwick / Television advertising : measuring short andlong term effects / Nigel S. Hollis -- Do award winning commercials sell? / Donald Gunn -- Single source research / John Philip Jones -- IsSTAS a uniform measure for all types of buyers? / John Philip Jones --How much advertising works? / John Philip Jones -- Reduced advertisingand its impact on profitability and market share in a recession /Alexander L. Biel -- Margin and price effects of manufacturers' brandadvertising / Robert L. Steiner -- Macroeconomic effects : theinfluence of advertising on overall sales levels / John Philip Jones.