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010   $a9781452229362
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010   $a0761922431
010   $a9781452262703
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035   $a(EBL)1016386
035   $a(OCoLC)821865541
035   $a(SSID)ssj0000675955
035   $a(PQKBManifestationID)12340532
035   $a(PQKBTitleCode)TC0000675955
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100   $a20010307d2002      uy         0
101 0 $aeng
135   $aur|||||||||||
181   $ctxt
182   $cc
183   $acr
200 14$aThe ultimate secrets of advertising /$fby John Philip Jones
205   $a1st ed.
210   $aThousand Oaks, Calif $cSage Publications$dc2002
215   $a1 online resource (xxvi, 224 p.) $cill
300   $aDescription based upon print version of record.
311 08$a9781322417936 
311 08$a1322417938 
311 08$a9780761922445 
311 08$a076192244X 
320   $aIncludes bibliographical references and index.
327   $aCover; 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
327   $aChapter 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
330 8 $aBased 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.
606   $aAdvertising
606   $aAdvertising agencies
615  0$aAdvertising.
615  0$aAdvertising agencies.
676   $a659.1
700   $aJones$b John Philip$0520552
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910806936003321
996   $aThe ultimate secrets of advertising$94057850
997   $aUNINA