When ads work
Jones, John Philip.
When ads work new proof that advertising triggers sales / [electronic resource] : John Philip Jones. - 2nd ed. - Armonk, N.Y. : Sharpe, c2007. - xix, 209 p. : ill. ; 24 cm.
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.
Palo Alto, Calif. :
ebrary,
2009.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Advertising--Case studies.
Sales promotion--Case studies.
Electronic books.
HF5823 / .J719 2007eb
659.1
When ads work new proof that advertising triggers sales / [electronic resource] : John Philip Jones. - 2nd ed. - Armonk, N.Y. : Sharpe, c2007. - xix, 209 p. : ill. ; 24 cm.
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.
Palo Alto, Calif. :
ebrary,
2009.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Advertising--Case studies.
Sales promotion--Case studies.
Electronic books.
HF5823 / .J719 2007eb
659.1