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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