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[null,"1.","Record Nr.",null,"UNINA9910480852803321"]
[null,null,"Autore",null,"Jones John Philip"]
[null,null,"Titolo",null,"The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones"]
[null,null,"Pubbl/distr/stampa",null,"London, : SAGE, c2001"]
[null,null,"ISBN",null,"1-4522-2936-8"]
[{"$nulls":4},"0-7619-2243-1"]
[{"$nulls":4},"1-4522-6270-5"]
[null,null,"Descrizione fisica",null,"1 online resource (254 p.)"]
[null,null,"Disciplina",null,"659.1"]
[null,null,"Soggetti",null,"Advertising"]
[{"$nulls":4},"Advertising agencies"]
[{"$nulls":4},"Electronic books."]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references and index."]
[null,null,"Nota di contenuto",null,"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"]
[{"$nulls":4},"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"]
[null,null,null,"Sommario/riassunto","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."]