When ads work new proof that advertising triggers sales /
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| Main Author: | |
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| Corporate Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Armonk, N.Y. :
Sharpe,
c2007.
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| Edition: | 2nd ed. |
| Subjects: | |
| Online Access: | An electronic book accessible through the World Wide Web; click to view |
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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.