000			01580nam a2200241 a 4500
005			20260112063245.0
020			_a9788120332256
039			_a202110081604 _bstaff _c201301210525 _d staff _c201212050527 _d staff _c201002022253 _d staff _y 201002022250 _z staff
050			_a659.1 _bJON
082			_a659.1 _bJON [ Shelf 72 ]
100			_aJones, John Philip.
245			_aWhen ads work : _bnew proof that advertising triggers sales / _cJohn Philip Jones.
250			_a2nd ed.
260			_aArmonk, N.Y. : _bSharpe, _cc2007.
300			_axix, 209 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
505			_aThe 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			_aAdvertising _v Case studies.
650			_aSales promotion _v Case studies.
991			_aVIRTUA40
991			_aVTLSSORT0080*0200*0500*0820*1000*2450*2500*2600*3000*5040*5050*6500*6501*9992
909			_a2066
999			_c2005 _d2005