When ads work : new proof that advertising triggers sales / / John Philip Jones.

• Author: ProQuest (Firm); Jones, John Philip.
• TeilnehmendeR: ProQuest (Firm)
• Year of Publication: 2007
• Edition: 2nd ed.
• Language: English
• Physical Description: xix, 209 p. :; ill.

Table of 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.