When ads work : new proof that advertising triggers sales / / John Philip Jones.
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Year of Publication: | 2007 |
Edition: | 2nd ed. |
Language: | English |
Online Access: | |
Physical Description: | xix, 209 p. :; ill. |
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020 | |z 0765617382 (cloth : alk. paper) | ||
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050 | 4 | |a HF5823 |b .J719 2007 | |
082 | 0 | 4 | |a 659.1 |2 22 |
100 | 1 | |a Jones, John Philip. | |
245 | 1 | 0 | |a When ads work |h [electronic resource] : |b new proof that advertising triggers sales / |c John Philip Jones. |
250 | |a 2nd ed. | ||
260 | |a Armonk, N.Y. : |b Sharpe, |c c2007. | ||
300 | |a xix, 209 p. : |b ill. | ||
504 | |a Includes bibliographical references and index. | ||
505 | 0 | |a 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. | |
533 | |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. | ||
650 | 0 | |a Advertising |v Case studies. | |
650 | 0 | |a Sales promotion |v Case studies. | |
655 | 4 | |a Electronic books. | |
710 | 2 | |a ProQuest (Firm) | |
856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=2005314 |z Click to View |