When Ads Work
New Proof That Advertising Triggers Sales
Published on 15. April 1995
Book
Hardback
250 pages
978-0-02-916662-8 (ISBN)
Description
With a device called short-term advertising strength (STAS), a measure of the immediate effect of advertising on sales, this book demonstrates that the strongest campaigns can triple sales while the weakest campaigns can actually cause sales to fall by more than 50 percent.
More details
Language
English
Place of publication
New York
United States
Publishing group
John Wiley & Sons Inc
Target group
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 247 mm
Width: 159 mm
Weight
510 gr
ISBN-13
978-0-02-916662-8 (9780029166628)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
10/2006
1st Edition
Routledge
€272.20
Shipment within 15-20 days
Content
List of Tables and FiguresPreface Part One: Five Discoveries 1. The Single-Source Breakthrough 2. The Short Term Advertising Strength 3. Does Advertising Work? 4. One Shot of Advertising Adrenaline 5. Advertising Versus Promotions - or Advertising Plus Promotions 6. The Relations Between the Short and the Long Term 7. An Interlude - Successful Advertising Campaigns Part Two: Evidence for Part One - Seventy-Eight Brands Dissected 8. Advertising That Works: The Alpha One Brands 9. Advertising That Stops Working: The Alpha Two Brands 10. Advertising That Works in Some Cases: The Beta Brands 11. Advertising that Does Not Work: The Gamma Brands 12. Penetration and Purchase Frequency 13. From Insight to Action.