When ads work : new proof that advertising triggers sales / John Philip Jones.
2007
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Author
Uniform Title
Ebrary electronic monographs.
Title
When ads work : new proof that advertising triggers sales / John Philip Jones.
Added Corporate Author
Edition
2nd ed.
Imprint
Armonk, N.Y. : Sharpe, [2007]
Copyright
©2007
Description
xix, 209 pages : illustrations ; 24 cm
Formatted Contents Note
The single-source breakthrough
The short-term effect of advertising
The rapid spread of pure single-source research
How a short-term effect can turn into a medium-term one
Keeping the brand in the window
An interlude of successful advertising campaigns
Advertising that works
Advertising that stops working
Advertising that works in some cases
Advertising that does not work
Penetration and purchase frequency
From insight to action
Smooth sales trends
The history of single-source research
The first quarter-century of single-source research
The calculation of advertising intensity
The leading 142 brands in the product categories covered in this research.
The short-term effect of advertising
The rapid spread of pure single-source research
How a short-term effect can turn into a medium-term one
Keeping the brand in the window
An interlude of successful advertising campaigns
Advertising that works
Advertising that stops working
Advertising that works in some cases
Advertising that does not work
Penetration and purchase frequency
From insight to action
Smooth sales trends
The history of single-source research
The first quarter-century of single-source research
The calculation of advertising intensity
The leading 142 brands in the product categories covered in this research.
Bibliography, etc. Note
Includes bibliographical references and index.
Linked Resources
Language
English
Reproduction
Electronic reproduction. Palo Alto, Calif. : ebrary, 2007. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.
ISBN
0765617382 cloth alkaline paper
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