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When ads work : new proof that advertising triggers sales

Author: John Philip Jones
Publisher: Armonk, N.Y. : Sharpe, ©2007.
Edition/Format:   Print book : English : 2nd ed
Database:WorldCat
Summary:
The "accepted wisdom" in advertising is that ad campaigns are good for building long-term good will and exposure, but not for immediate sales impact. In When Ads Work, John Philip Jones argues the opposite--that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. With a devise he calls STAS (short-term advertising strength), a measure of the immediate effect of  Read more...
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Details

Genre/Form: Case studies
Additional Physical Format: Online version:
Jones, John Philip.
When ads work.
Armonk, N.Y. : Sharpe, ©2007
(OCoLC)664428285
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: John Philip Jones
ISBN: 0765617382 9780765617385 0765617390 9780765617392
OCLC Number: 64486281
Description: xix, 209 pages : illustrations ; 24 cm
Contents: I. Facts replace theory --
1. The single-source breakthrough --
2. The short-term effect of advertising : passing through the gate --
3. The rapid spread of pure single-source research --
4. How a short-term effect can turn into a medium-term effect --
5. Keeping the brand in the window --
6. An interlude : successful advertising campaigns --
II. Evidence for Part I. Seventy-eight brands dissected --
7. Advertising that works : the alpha one brands --
8. Advertising that stops working : the alpha two brands --
9. Advertising that works in some cases : the beta brands --
10. Advertising that does not work : the gamma brands --
11. Penetration and purchase frequency --
12. From insight to action --
III. Appendixes --
A. Stability and volatility --
B. The history of single-source research : the first steps --
C. The history of single-source research : chasing hares --
D. The calculation of advertising intensity --
E. The leading 142 brands in the product categories covered in this research.
Responsibility: John Philip Jones.

Abstract:

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  Read more...
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"I used John's books when I was in the business; I continue to use his work in my classroom. This seminal work provides insights to the ultimate advertising dilemma - when ads work! The research Read more...

 
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