John Philip Jones is Professor of Advertising in the S. I. Newhouse School of Public Communications at Syracuse University, New York. He is also Adjunct Professor at the Royal Melbourne Institute of Technology in Australia. Prior to entering academia, he spent 27 years in the advertising agency business. His published works include nine books and more than 70 articles. Amongst others, his work has appeared in Admap, the Harvard Business Review, the International Journal of Advertising and the Journal of Advertising Research.