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When Ads Work
John Philip Jones
其他書名
New Proof that Advertising Triggers Sales
出版M.E. Sharpe, 2007
主題Business & Economics / Advertising & Promotion
ISBN07656217119780765621719
URLhttp://books.google.com.hk/books?id=OhveUqmw3-8C&hl=&source=gbs_api
EBookSAMPLE
註釋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 ...