The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones
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| Autore: |
Jones John Philip
|
| Titolo: |
The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones
|
| Pubblicazione: | London, : SAGE, c2001 |
| Descrizione fisica: | 1 online resource (xxvi, 224 p.) : ill |
| Disciplina: | 659.1 |
| Soggetto topico: | Advertising - Rate of return |
| 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 |
| 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.: | 9910806936003321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |