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Informationen zum Autor Jones, David M Klappentext Argues that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. This book features numerous examples from ad campaigns. It demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. Zusammenfassung Argues that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. This book features numerous examples from ad campaigns. It demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. Inhaltsverzeichnis Part I Facts Replace Theory; Chapter 1 The Single-Source Breakthrough; Chapter 2 The Short-Term Effect of Advertising; Chapter 3 The Rapid Spread of Pure Single-Source Research; Chapter 4 How a Short-Term Effect Can Turn Into a Medium-Term Effect; Chapter 5 Keeping the Brand in the Window; Chapter 6 An Interlude; Part II; Chapter 7 Advertising That Works The; Chapter 8 Advertising That Stops Working; Chapter 9 Advertising That Works in Some Cases The Beta Brands; Chapter 10 Advertising That Does Not Work; Chapter 11 Penetration and Purchase Frequency; Chapter 12 From Insight to Action;
