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; 2009; Available via World Wide Web; Access may be limited to ebrary affiliated libraries UR - http://site.ebrary.com/lib/strathmore/Doc?id=10178045 ER -