Jones, John Philip. <br/><br/>
When ads work  new proof that advertising triggers sales /  [electronic resource] : 
John Philip Jones. 
 - 2nd ed. 
 - Armonk, N.Y. :  Sharpe,  c2007. 
 - xix, 209 p. :  ill. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>The single-source breakthrough -- The short-term effect of advertising -- The rapid spread of pure single-source research -- How a short-term effect can turn into a medium-term one -- Keeping the brand in the window -- An interlude of successful advertising campaigns -- Advertising that works -- Advertising that stops working -- Advertising that works in some cases -- Advertising that does not work -- Penetration and purchase frequency -- From insight to action -- Smooth sales trends -- The history of single-source research -- The first quarter-century of single-source research -- The calculation of advertising intensity -- The leading 142 brands in the product categories covered in this research. 
<br/><br/><br/>Electronic reproduction. <br/>Palo Alto, Calif. : <br/>ebrary, <br/>2013. <br/>Available via World Wide Web. <br/>Access may be limited to ebrary affiliated libraries. 
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<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--Case studies.<br/>Sales promotion--Case studies.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books.
<br/><br/><label>LC Class. No.: </label>HF5823  / .J719 2007eb 
<br/><br/><label>Dewey Class. No.: </label>659.1