Format:
1 online resource (231 pages)
Edition:
1st ed.
ISBN:
9780765617392
,
9780765621719
Content:
Argues that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. This book features numerous examples from ad campaigns. It demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent
Note:
Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Tables and Figures -- Preface -- I. Facts Replace Theory -- 1. The Single-Source Breakthrough -- Advertising That Works -- The Meaning of Single-Source Research -- Repeat-Purchase Packaged Goods -- The Measurement of Advertising Effects -- Notes -- 2. The Short-Term Effect of Advertising: Passing Through the Gate -- Short-Term Advertising Strength -- Advertised Versus Unadvertised Brands -- Notes -- 3. The Rapid Spread of Pure Single-Source Research -- Germany and Britain -- More Countries, More Replication -- How Many Brands Pass Through the Gate? -- Notes -- 4. How a Short-Term Effect Can Turn Into a Medium-Term Effect -- Testing the Gatekeeper -- Three Inputs and How They Operate Together -- Sales Promotions: Their Upside and Downside -- Growing Brands and Why They Grow -- Notes -- 5. Keeping the Brand in the Window -- The Buying Process -- The Advertising Response Function -- Two Response Functions: Two Strategies -- Diminishing Returns in Europe -- Recency in the Market Place -- Notes -- 6. An Interlude: Successful Advertising Campaigns -- Intrinsically Likable -- Visual -- Communicating Their Promise in Terms Relevant to Consumers -- Notes -- II. Evidence for Part I: Seventy-eight Brands Dissected -- 7. Advertising That Works: The Alpha One Brands -- The Alpha One Brands Described -- Different Intensities of the Four Marketing Stimuli -- The Stimuli That Best Explain Share Growth -- STAS and Market Share -- Aggregate Effect of Short-Term and Medium-Term Stimuli -- Separating the Medium-Term From the Short-Term Effects -- Twelve Things We Have Learned About the Alpha One Brands -- 8. Advertising That Stops Working: The Alpha Two Brands -- The Stimuli That Best Explain Different Rates of Decline
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About the Author
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Ten Factors That Account for the Different Sales Performance of the Alpha One and Alpha Two Brands -- Notes -- 9. Advertising That Works in Some Cases: The Beta Brands -- A Bird's-Eye View of the Beta Brands -- The Successful and Unsuccessful Beta Brands -- The Medium-Term Role of Advertising -- Store Brands -- Nine Factors That Explain the Performance of the Beta Brands -- Notes -- 10. Advertising That Does Not Work: The Gamma Brands -- Why Are Some Gamma Brands Successful? -- Five Reasons That Explain the Performance of the Gamma Brands -- 11. Penetration and Purchase Frequency -- Frequency Distribution of Purchases -- Repeat Buying -- Multibrand Buying -- The Long-Term Effect of a Brand's Internal Momentum -- Notes -- 12. From Insight to Action -- The Short-Term Effect of Advertising -- Creative Characteristics -- Advertising Budgets -- Advertising and Promotion -- Heavy Buyers -- Internal Momentum -- New Brands -- III. Appendixes -- A. Stability . . . and Volatility -- Smooth Sales Trends -- The Arrival of Scanner Data -- Is the Volatility of Markets a New Discovery? -- Notes -- B. The History of Single-Source Research: The First Steps -- How McDonald's Research Was Conducted -- McDonald's Main Conclusions -- One or Two Advertising Exposures? -- Notes -- C. The History of Single-Source Research: Chasing Hares -- Chasing the First Hare: Media Research -- Which Media? Which Programs? -- Chasing the Second Hare: Retail Research -- Price Optimization -- Marginal Effects of Alternative Promotions -- A Return to Essentials: Measuring Advertising Effects -- Advertising's Contribution to the Marketing Mix -- The Influence of Increased Advertising Weight -- The First Quarter-Century of Single-Source Research -- Notes -- D. The Calculation of Advertising Intensity -- E. The Leading 142 Brands in the Product Categories Covered in This Research -- Index
Additional Edition:
Print version Jones, David M. When Ads Work Oxford : Taylor & Francis Group,c2006 ISBN 9780765617392
Language:
English
Keywords:
Electronic books
URL:
FULL
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