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The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones



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Autore: Jones John Philip Visualizza persona
Titolo: The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones Visualizza cluster
Pubblicazione: London, : SAGE, c2001
Descrizione fisica: 1 online resource (254 p.)
Disciplina: 659.1
Soggetto topico: Advertising
Advertising agencies
Soggetto genere / forma: Electronic books.
Note generali: Description based upon print version of record.
Nota di bibliografia: Includes bibliographical references and index.
Nota di contenuto: 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
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
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.
Titolo autorizzato: The ultimate secrets of advertising  Visualizza cluster
ISBN: 1-4522-2936-8
0-7619-2243-1
1-4522-6270-5
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910480852803321
Lo trovi qui: Univ. Federico II
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