When ads work new proof that advertising triggers sales
| Main Author: | |
|---|---|
| Format: | eBook |
| Language: | Inglés |
| Published: |
Armonk, N.Y. :
Sharpe
c2007.
|
| Edition: | 2nd ed |
| Subjects: | |
| Online Access: | https://recursos.uloyola.es/login?url=https://accedys.uloyola.es:8443/accedix0/sitios/ebook.php?id=158546 |
| See on Universidad Loyola - Universidad Loyola Granada: | https://colectivo.uloyola.es/Record/ELB158546 |
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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.
