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- catalog contributor b8939913.
- catalog created "c1995.".
- catalog date "1995".
- catalog date "c1995.".
- catalog dateCopyrighted "c1995.".
- catalog description "Includes bibliographical references (pages 223-231) and index.".
- catalog description "pt. 1. Five Discoveries. 1. The Single-Source Breakthrough. 2. Short-Term Advertising Strength. 3. Does Advertising Work? 4. One Shot of Advertising Adrenaline. 5. Advertising Versus Promotions -- or Advertising Plus Promotions. 6. The Relation Between the Short and Long Term. 7. An Interlude -- Successful Advertising Campaigns -- pt. 2. Evidence for Part 1 -- 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 -- Appendix A. Stability. . . and Volatility -- Appendix B. The History of Single-Source Research -- The First Steps -- Appendix C. The History of Single-Source Research -- Chasing Hares -- Appendix D. The Logic of the STAS Measure -- Appendix E. The Calculation of Advertising Intensity.".
- catalog extent "xvi, 240 p. :".
- catalog hasFormat "When ads work.".
- catalog identifier "0029166624 :".
- catalog isFormatOf "When ads work.".
- catalog issued "1995".
- catalog issued "c1995.".
- catalog language "eng".
- catalog publisher "New York : Lexington Books,".
- catalog relation "When ads work.".
- catalog subject "659.1 20".
- catalog subject "Advertising Case studies.".
- catalog subject "HF5823 .J719 1995".
- catalog subject "Sales promotion Case studies.".
- catalog tableOfContents "pt. 1. Five Discoveries. 1. The Single-Source Breakthrough. 2. Short-Term Advertising Strength. 3. Does Advertising Work? 4. One Shot of Advertising Adrenaline. 5. Advertising Versus Promotions -- or Advertising Plus Promotions. 6. The Relation Between the Short and Long Term. 7. An Interlude -- Successful Advertising Campaigns -- pt. 2. Evidence for Part 1 -- 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 -- Appendix A. Stability. . . and Volatility -- Appendix B. The History of Single-Source Research -- The First Steps -- Appendix C. The History of Single-Source Research -- Chasing Hares -- Appendix D. The Logic of the STAS Measure -- Appendix E. The Calculation of Advertising Intensity.".
- catalog title "When ads work : new proof that advertising triggers sales / John Philip Jones.".
- catalog type "Case studies. fast".
- catalog type "text".