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

Format:

Book

Author/Creator:

Jones, John Philip.

Language:

English

Subjects (All):

Advertising--Case studies.

Advertising.

Sales promotion--Case studies.

Sales promotion.

Physical Description:

1 online resource (232 p.)

Edition:

2nd ed.

Place of Publication:

Armonk, N.Y. : Sharpe, c2007.

Language Note:

English

Summary:

Argues that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. This book features numerous examples from ad campaigns. It demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent.

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.

Notes:

First published 2007 by M.E. Sharpe.

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

1-317-45212-7

1-317-45211-9

1-315-69819-6

1-280-91282-0

9786610912827

0-7656-2171-1

9781315698199

OCLC:

437183483