Rövid leírás:
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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Több
Hosszú leírás:
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.
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.
Több
Tartalomjegyzék:
List of Tables and FiguresPreface
Part One:Five Discoveries
1.The Single-Source Breakthrough
2.The Short Term Advertising Strength
3.Does Advertising Work?
4.One Shot of Advertising Adrenaline
5.Advertising Versus Promotions – or Advertising Plus Promotions
6.The Relations Between the Short and the Long Term
7.An Interlude – Successful Advertising Campaigns
Part Two:Evidence for Part One – Seventy-Eight Brands Dissected
8.Advertising That Works:The Alpha One Brands
9.Advertising That Stops Working:The Alpha Two Brands
10.Advertising That Works in Some Cases:The Beta Brands
11.Advertising that Does Not Work:The Gamma Brands
12.Penetration and Purchase Frequency
13.From Insight to Action
