TY  - BOOK
AU  - Jones,John Phillip
TI  - When ads work: new proof that advertising triggers sales 
SN  - 9788120332256 (pbk. : reprinted)
U1  - 659.1 
PY  - 2007///
CY  - New Delhi
PB  - Prentice Hall
KW  - Advertising
KW  - Case studies
KW  - Sales promotion
N1  - 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
ER  -