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Record Nr. |
UNINA9910806936003321 |
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Autore |
Jones John Philip |
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Titolo |
The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones |
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Pubbl/distr/stampa |
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ISBN |
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1-4522-2936-8 |
0-7619-2243-1 |
1-4522-6270-5 |
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Descrizione fisica |
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1 online resource (xxvi, 224 p.) : ill |
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Disciplina |
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Soggetti |
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Advertising - Rate of return |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover; Half title page; Title page; Copyright page; Dedication; Contents; Epigraph; List of Tables and Figures; Foreword: Red Threads; Acknowledgments; Chapter 1 - Big Ideas and Good Ideas; Chapter 2 - Passing Through the Gate; Chapter 3 - Getting It Right the First Time; Chapter 4 - Repetition, Competition, and the Growth (or Decline) of Brands; Chapter 5 - Keeping the Brand in the Window; Chapter 6 - The Bridge to the Long Term; Chapter 7 - A First Measure of Long-Term Effects; Chapter 8 - The Depth of Advertising's Long-Term Effects |
Chapter 9 - Can Doses of Advertising Produce Doses of Profit?Chapter 10 - Frozen Effects Versus Continuous Effects: Snapshots Versus Movies; Appendix A: Tracking Studies; Appendix B: Alternative Systems for Measuring Long-Term Effects; Index; About the Author |
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Sommario/riassunto |
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Based on research, this is a thorough study of advertising accountability and the comparison of investment and return. The book demonstrates advertising's effect on consumer purchasing of a brand. |
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