02631nam 2200589Ia 450 991080693600332120200520144314.01-4522-2936-80-7619-2243-11-4522-6270-5(CKB)2550000000105637(EBL)1016386(OCoLC)821865541(SSID)ssj0000675955(PQKBManifestationID)12340532(PQKBTitleCode)TC0000675955(PQKBWorkID)10678559(PQKB)11479401(MiAaPQ)EBC1016386(OCoLC)809969700(StDuBDS)EDZ0000085122(EXLCZ)99255000000010563720010307d2002 uy 0engur|||||||||||txtccrThe ultimate secrets of advertising /by John Philip Jones1st ed.Thousand Oaks, Calif Sage Publicationsc20021 online resource (xxvi, 224 p.) illDescription based upon print version of record.1-322-41793-8 0-7619-2244-X Includes bibliographical references and index.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 EffectsChapter 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 AuthorBased 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.AdvertisingAdvertising agenciesAdvertising.Advertising agencies.659.1Jones John Philip520552MiAaPQMiAaPQMiAaPQBOOK9910806936003321The ultimate secrets of advertising4057850UNINA