When Ads Work

Released on by David M Jones
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  • When Ads Work Book Detail

  • Author : David M Jones
  • Release Date : 2015-03-26
  • Publisher : Routledge
  • Genre : Business & Economics
  • Pages : 200
  • ISBN 13 : 1317452119
  • File Size : 43,43 MB
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When Ads Work by David M Jones PDF Summary

Book Description: 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. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.

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When Ads Work

When Ads Work

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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 W

When Ads Work

When Ads Work

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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

How Advertising Works

How Advertising Works

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John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effecti

When Ads Work

When Ads Work

File Size : 38,38 MB
Total View : 8670 Views
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This groundbreaking book demonstrates for the first time the link between advertising and consumer behavior. Shows how to measure the immediate effect of advert