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When ads work : new proof that advertising triggers sales / John Philip Jones.

By: Jones, John Phillip.
Publisher: New Delhi : Prentice Hall, c2007Edition: 2nd ed.Description: xix, 209 p. : ill. ; 24 cm.ISBN: 9788120332256 (pbk. : reprinted).Subject(s): Advertising -- Case studies | Sales promotion -- Case studiesDDC classification: 659.1
Contents:
The single-source breakthrough -- The short-term effect of advertising -- The rapid spread of pure single-source research -- How a short-term effect can turn into a medium-term one -- Keeping the brand in the window -- An interlude of successful advertising campaigns -- Advertising that works -- Advertising that stops working -- Advertising that works in some cases -- Advertising that does not work -- Penetration and purchase frequency -- From insight to action -- Smooth sales trends -- The history of single-source research -- The first quarter-century of single-source research -- The calculation of advertising intensity -- The leading 142 brands in the product categories covered in this research.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 6

 659.1 JON (Browse shelf) 1 Available SOMAC,37000,03,CL 5000048973

Includes bibliographical references and index.

The single-source breakthrough -- The short-term effect of advertising -- The rapid spread of pure single-source research -- How a short-term effect can turn into a medium-term one -- Keeping the brand in the window -- An interlude of successful advertising campaigns -- Advertising that works -- Advertising that stops working -- Advertising that works in some cases -- Advertising that does not work -- Penetration and purchase frequency -- From insight to action -- Smooth sales trends -- The history of single-source research -- The first quarter-century of single-source research -- The calculation of advertising intensity -- The leading 142 brands in the product categories covered in this research.