When Ads Work: New Proof That Advertising Triggers Sales - Couverture rigide

Jones, John Philip

Couverture rigide

ISBN 10 : 0029166624 ISBN 13 : 9780029166628

Editeur : Jossey-Bass Inc.,U.S., 1995

Synopsis

With a device called short-term advertising strength (STAS), a measure of the immediate effect of advertising on sales, this book demonstrates that the strongest campaigns can triple sales while the weakest campaigns can actually cause sales to fall by more than 50 percent.

A propos du livre

Présentation de l'éditeur

The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.

Détails de l'édition

• Éditeur: Jossey-Bass Inc.,U.S.
• Date d'édition: 1995
• Langue: anglais
• ISBN 10: 0029166624
• ISBN 13: 9780029166628
• Reliure: Relié
• Nombre de pages: 250
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible