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The ultimate secrets of advertising / John Philip Jones
Livre
Edité par Sage Publications - 2002
Represents the first attempt to demonstrate, with the use of a substantial database, the full panoply of advertising's effect on consumer purchasing of a brand. John Philip Jones provides 'inside' information about how advertising works, if it works, and how much of it works. In addition, he explains how to present, determine, measure, and analyze the medium- and long-term effects of advertising--COVER
Big ideas and good ideas. Passing through the gate. Getting it right first time. Repetition, competition and the growth (or decline) of brands. Keeping the brand in the window. The bridge to the long term. A first measure of long-term effects. The depth of advertising's long-term effects. Can doses of advertising produce doses of profit?. Frozen effects versus continuous effects.
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