When ads work new proof that advertising triggers sales /

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Jones, John Philip
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Armonk, N.Y. : Sharpe, c2007.
Edición:2nd ed.
Temas:
Advertising > Case studies.
Sales promotion > Case studies.
Electronic books.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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