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When Ads Work John Philip Jones

When Ads Work By John Philip Jones

When Ads Work by John Philip Jones

Reviews:
£21.00
New RRP £24.50
Condition - Very Good
Only 1 left
Very Good£21.00Good£19.90

Summary

With a device called short-term advertising strength (STAS), a measure of the immediate effect of advertising on sales, this book demonstrates that the strongest campaigns can triple sales while the weakest campaigns can actually cause sales to fall by more than 50 percent.

When Ads Work Summary

When Ads Work: New Proof That Advertising Triggers Sales by John Philip Jones

This groundbreaking book demonstrates for the first time the link between advertising and consumer behavior. Shows how to measure the immediate effect of advertising on sales, demonstrating how strong campaigns can triple sales while weak ones can cut sales in half.

Table of Contents

List of Tables and FiguresPreface Part One: Five Discoveries 1. The Single-Source Breakthrough 2. The Short Term Advertising Strength 3. Does Advertising Work? 4. One Shot of Advertising Adrenaline 5. Advertising Versus Promotions - or Advertising Plus Promotions 6. The Relations Between the Short and the Long Term 7. An Interlude - Successful Advertising Campaigns Part Two: Evidence for Part One - Seventy-Eight Brands Dissected 8. Advertising That Works: The Alpha One Brands 9. Advertising That Stops Working: The Alpha Two Brands 10. Advertising That Works in Some Cases: The Beta Brands 11. Advertising that Does Not Work: The Gamma Brands 12. Penetration and Purchase Frequency 13. From Insight to Action.

Additional information

GOR003520984
9780029166628
0029166624
When Ads Work: New Proof That Advertising Triggers Sales by John Philip Jones
John Philip Jones
Used - Very Good
Hardback
John Wiley & Sons Inc
1995-04-01
250
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - When Ads Work