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100   $a20180706e20152007  uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aWhen ads work $enew proof that advertising triggers sales /$fJohn Philip Jones
205   $a2nd ed.
210  1$aLondon ;$aNew York :$cRoutledge,$d2015.
215   $a1 online resource (232 p.)
300   $aFirst published 2007 by M.E. Sharpe.
311   $a0-7656-1739-0 
311   $a0-7656-1738-2 
320   $aIncludes bibliographical references and index.
327   $aThe 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.
330   $aArgues 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.
606   $aAdvertising$vCase studies
606   $aSales promotion$vCase studies
615  0$aAdvertising
615  0$aSales promotion
676   $a659.1
700   $aJones$b John Philip.$0520552
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910784473003321
996   $aWhen ads work$93833017
997   $aUNINA