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When Ads Work: New Proof That Advertising Triggers Sales - Hardcover

 
9780029166628: When Ads Work: New Proof That Advertising Triggers Sales
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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 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.
Review:
"I used John's books when I was in the business; I continue to use his work in my classroom. This seminal work provides insights to the ultimate advertising dilemma - when ads work! The research produced in this book changed how advertisers viewed advertising's impact on sales and how to structure media plans according to short-term effects. This is an important text for current AND future practitioners." - Jan Slater, Ohio University "The advertising business has generated few profound books. When Ads Work is one of them. It changed the way marketers think about how advertising builds sales and makes a whole industry wiser." - Erwin Ephron, Partner, Ephron, Papazian & Ephron, Inc. "If I had to prescribe only one book for students of advertising then this would be it. It empirically proves the most basic facts of advertising, and leads to the most practical implications for effective advertising. It is unlikely that such a far-reaching experiment will again be reported on in our lifetime." - Erik DuPlessis, President, Millward Brown"

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  • PublisherJossey-Bass
  • Publication date1995
  • ISBN 10 0029166624
  • ISBN 13 9780029166628
  • BindingHardcover
  • Edition number1
  • Number of pages240
  • Rating

Other Popular Editions of the Same Title

9780765617392: When Ads Work: New Proof That Advertising Triggers Sales

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ISBN 10:  ISBN 13:  9780765617392
Publisher: Routledge, 2006
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  • 9780765617385: When Ads Work: New Proof That Advertising Triggers Sales

    Routledge, 2006
    Hardcover

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