|
|
|
|
| LEADER |
01546nam a2200253 a 4500 |
| 001 |
546828 |
| 005 |
20171111230011.0 |
| 008 |
060221s2007 nyua b 001 0 eng |
| 020 |
|
|
|a 9780765617385 (cloth : alk. paper)
|
| 020 |
|
|
|a 9780765617392 (pbk. : alk. paper)
|
| 020 |
|
|
|a 0765617382 (cloth : alk. paper)
|
| 040 |
|
|
|a DLC
|
| 050 |
|
|
|a HF5823
|b .J719 2006
|
| 082 |
|
|
|2 22
|a 659.1
|
| 100 |
1 |
|
|a Jones, John Philip
|
| 245 |
1 |
|
|a When ads work :
|b new proof that advertising triggers sales /
|c John Philip Jones.
|
| 250 |
1 |
|
|a 2nd ed.
|
| 260 |
1 |
|
|a Armonk, N.Y. :
|b Sharpe,
|c c2007.
|
| 300 |
1 |
|
|a xix, 209 p. :
|b ill. ;
|c 24 cm.
|
| 504 |
1 |
|
|a Includes bibliographical references and index.
|
| 505 |
1 |
|
|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.
|
| 650 |
1 |
|
|a Advertising
|
| 650 |
1 |
|
|a Sales promotion
|
| 952 |
|
|
|a GrThPMO
|b 59b00efd6c5ad17d7e5abcc8
|c 952a
|d 9528
|e HF5823.J719 2006
|t 7
|x m
|z Books
|
