When ads work : new proof that advertising triggers sales
著者
書誌事項
When ads work : new proof that advertising triggers sales
Lexington Books, c1995
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注記
Includes bibliographical references (p. 223-231) and index
内容説明・目次
内容説明
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.
目次
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.
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