When Ads Work: New Proof That Advertising Triggers Sales

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9780029166628: When Ads Work: New Proof That Advertising Triggers Sales

This groundbreaking book demonstrates for the first time the link between advertising and consumer behavior. Shows how to measure the immediate effect of advertising on sales, demonstrating how strong campaigns can triple sales while weak ones can cut sales in half.

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From the Back Cover:

For generations advertisers, acting on little more than faith, have spent enormous sums of money without ever knowing if their ads led to a single purchase of the touted product. But recetly, employing new technology, the A.C. Nielsen marketing research organization has been able to track advertisements seen by individual household members and the actual products they buy. When Ads Work offers the first concrete information available on the actual link between advertising and sales.Filled with practical advice on using creative elements, integrating ads with promotions, and capitalizing on a brand's momentum to generate long-term sales, this book is a valuable resource that no advertiser can afford to be without.

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Jones, John Philip
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