When ads work : new proof that advertising triggers sales /

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Argues that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. This book features numerous examples from ad campaigns. It demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Jones, John Philip
Format: Electronic eBook
Language:Inglés
Published: Armonk, N.Y. : Sharpe, ©2007.
Edition:2nd ed.
Subjects:
Advertising > Case studies.
Sales promotion > Case studies.
Ventes > Promotion > Études de cas.
BUSINESS & ECONOMICS > Advertising & Promotion.
Advertising
Sales promotion
Advertenties.
Verkooptechnieken.
Electronic books.
Case studies
Case studies.
Études de cas.
Online Access:Texto completo
Table of 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.

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