When ads work new proof that advertising triggers sales /
| Autor principal: | |
|---|---|
| Formato: | Electrónico |
| Idioma: | English |
| Fecha de publicación: |
Armonk, N.Y. :
Sharpe,
c2007.
|
| Edición: | 2nd ed. |
| Materias: | |
| Acceso en línea: | https://recursos.uloyola.es/login?url=https://accedys.uloyola.es:8443/accedix0/sitios/ebook.php?id=158546 |
Tabla de Contenidos:
- 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.