Prof. John Philip Jones stands out as a marketing man having published some 12 books and been assigned marketing educator of the year. He consults to a number of blue chip companies.
A complimentary review of the bookby him means a lot to me.
This is especially so because the current popular media strategy of 'Continuity Planning' is based on his work.
In this book I adress two issues raised by JPJ:
1. Contiuity Planning of media schedules: I argue that the concept is right, but only if the advertisement has penetrated. I.e. untill the advertisement has penetrated memory it would be wrong to apply the doctrine of continuity planning.
2. In the last chapter of the book I argue that his 'Advertising Intensity Curve' should be the basis for setting marketing budgets. I argue that he has proven mathematically the basis for the existence of the Life Cycle Concept being based on poor budgeting.
Here is the e-mail covering his review:
Dear Erik,
Thank you for your e-mail of November 26. I agree with what you say about my work.
I am sending you as an attachment a comment on your new book, which you can use in any way you wish. Please let me know what you think of it.
Keep cheerful!
John
John Philip Jones
Professor Emeritus,
And here is his Review:
THE BRANDED MIND: A COMMENT BY JOHN PHILIP JONES,
EMERITUS PROFESSOR, SYRACUSE UNIVERSITY, NEW YORK
Erik du Plessis’s new book The Branded Mind is an extension and complement to his classic work The Advertised Mind, published in 2005.
As the title suggests, The Branded Mind is broader in scope than the earlier work. And while advertising still receives considerable attention, the emphasis has moved essentially to the range of long-term effects. In the author’s view, emotion is most obviously seen as an artifact that opens the viewer’s mind to the non-rational and rational content of an advertisement. Yet emotion itself is not superficial and is influenced by, and perhaps derived from, deeply-rooted feelings, explained by the author as “mood, personality and culture (at least)”: analytical aspects that are developed in considerable detail. The relevance of these insights to the marketing of brands is strikingly obvious.
The new book is the result of very considerable thought, but thought that has been influenced by the author’s digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher. The work is written in Erik du Plessis’s usual reader-friendly style, and it deserves to make a considerable impact on professional practice.
