02932oam 2200685I 450 991078447300332120230807203650.01-317-45212-71-317-45211-91-315-69819-61-280-91282-097866109128270-7656-2171-110.4324/9781315698199 (CKB)1000000000348429(EBL)302498(OCoLC)437183483(SSID)ssj0000270920(PQKBManifestationID)11224417(PQKBTitleCode)TC0000270920(PQKBWorkID)10280699(PQKB)11584966(MiAaPQ)EBC2005314(MiAaPQ)EBC302498(MiAaPQ)EBC4185223(Au-PeEL)EBL2005314(CaPaEBR)ebr10178045(OCoLC)169873525(OCoLC)958108839(Au-PeEL)EBL302498(EXLCZ)99100000000034842920180706e20152007 uy 0engur|n|---|||||txtccrWhen ads work new proof that advertising triggers sales /John Philip Jones2nd ed.London ;New York :Routledge,2015.1 online resource (232 p.)First published 2007 by M.E. Sharpe.0-7656-1739-0 0-7656-1738-2 Includes bibliographical references and index.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.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.AdvertisingCase studiesSales promotionCase studiesAdvertisingSales promotion659.1Jones John Philip.520552MiAaPQMiAaPQMiAaPQBOOK9910784473003321When ads work3833017UNINA