TY  - BOOK
AU  - Jones,John Philip
ED  - ebrary, Inc.
TI  - When ads work: new proof that advertising triggers sales 
AV  - HF5823 .J719 2007eb
U1  - 659.1 22
PY  - 2007///
CY  - Armonk, N.Y.
PB  - Sharpe
KW  - Advertising
KW  - Case studies
KW  - Sales promotion
KW  - Electronic books
KW  - local
N1  - 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; 2013; Available via World Wide Web; Access may be limited to ebrary affiliated libraries
UR  - http://site.ebrary.com/lib/strathmore/Doc?id=10178045
ER  -