When ads work new proof that advertising triggers sales - Jones, John Philip (Armonk, N.Y. : Sharpe, 2007)
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.
Includes bibliographical references and index.
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Electronic reproduction. Santa Fe, Arg.: elibro, 2022. Available via World Wide Web. Access may be limited to eLibro affiliated libraries.
Keywords: Advertising -- Case studies; Sales promotion -- Case studies; Electronic books