When ads work [electronic resource] : new proof that advertising triggers sales / John Philip Jones.

By: Jones, John PhilipContributor(s): ProQuest (Firm)Material type: TextTextPublication details: Armonk, N.Y. : Sharpe, c2007Edition: 2nd edDescription: xix, 209 p. : illSubject(s): Advertising -- Case studies | Sales promotion -- Case studiesGenre/Form: Electronic books.DDC classification: 659.1 LOC classification: HF5823 | .J719 2007Online resources: Click to View
Contents:
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.
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Includes bibliographical references and index.

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.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

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