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01461nam a2200229 a 4500 |
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1854742 |
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20171111234638.0 |
| 008 |
060221s2007 nyua sb 001 0 eng |
| 020 |
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|z 0765617382 (cloth : alk. paper)
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| 040 |
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|a CaPaEBR
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| 050 |
1 |
4 |
|a HF5823
|b .J719 2007eb
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| 100 |
1 |
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|a Jones, John Philip.
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| 245 |
1 |
0 |
|a When ads work
|b new proof that advertising triggers sales /
|c John Philip Jones.
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| 250 |
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|a 2nd ed.
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| 260 |
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|a Armonk, N.Y. :
|b Sharpe,
|c c2007.
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| 300 |
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|a xix, 209 p. :
|b ill.
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| 504 |
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|a Includes bibliographical references and index.
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| 505 |
0 |
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|a 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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| 650 |
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0 |
|a Advertising
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| 710 |
2 |
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|a ebrary, Inc.
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| 856 |
4 |
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|u http://site.ebrary.com/lib/ucy/Doc?id=10178045
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| 952 |
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|a CY-NiOUC
|b 5a0460046c5ad14ac1ee140a
|c 998a
|d 945l
|e -
|t 1
|x m
|z Books
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