David M Jones

When Ads Work

New Proof That Advertising Triggers Sales

• Broschiertes Buch

Produktbeschreibung

The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. When Ads Work argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on 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 more than 50 percent.

Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• Seitenzahl: 232
• Erscheinungstermin: 1. Oktober 2006
• Englisch
• Abmessung: 226mm x 157mm x 14mm
• Gewicht: 308g
• ISBN-13: 9780765617392
• ISBN-10: 0765617390
• Artikelnr.: 21209137

Autorenporträt

Jones, David M

Inhaltsangabe

Part I Facts Replace Theory
Chapter 1 The Single-Source Breakthrough
Chapter 2 The Short-Term Effect of Advertising
Chapter 3 The Rapid Spread of Pure Single-Source Research
Chapter 4 How a Short-Term Effect Can Turn Into a Medium-Term Effect
Chapter 5 Keeping the Brand in the Window
Chapter 6 An Interlude
Part II
Chapter 7 Advertising That Works The
Chapter 8 Advertising That Stops Working
Chapter 9 Advertising That Works in Some Cases The Beta Brands
Chapter 10 Advertising That Does Not Work
Chapter 11 Penetration and Purchase Frequency
Chapter 12 From Insight to Action