Jones, John Phillip <br/><br/>
When ads work :  new proof that advertising triggers sales / 
John Philip Jones. 
 - 2nd ed. 
 - New Delhi :  Prentice Hall,  c2007. 
 - xix, 209 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9788120332256 (pbk. : reprinted) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--Case studies.<br/>Sales promotion--Case studies.
<br/><br/><label>Dewey Class. No.: </label>659.1  / JON