When Ads Work

When Ads Work
Author :
Publisher : M.E. Sharpe
Total Pages : 196
Release :
ISBN-10 : 0765621711
ISBN-13 : 9780765621719
Rating : 4/5 (11 Downloads)

Book Synopsis When Ads Work by : John Philip Jones

Download or read book When Ads Work written by John Philip Jones and published by M.E. Sharpe. This book was released on 2007 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 th ...


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