A01=David M Jones
Achieved Market Share
Ad Households
advertising
Advertising Effect
Advertising Intensity
advertising ROI measurement
Alpha Brands
analysis
Author_David M Jones
brand loyalty research
brands
Category=KJSA
Category=KNT
competitive
Competitive Brands
effect
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
fast-moving consumer goods analytics
High Advertising Intensity
intensity
Internal Momentum
large
Large Brands
Market Share Measures
Marketing Inputs
Marketing Stimuli
medium
Medium Term Effect
Multibrand Buying
promotional
Promotional Intensity
promotional synergy effects
Purchase Frequency
quintile
Quintile Analysis
Repeat Purchase Rates
sales response modeling
Share Growth
short term advertising impact studies
Single Source Research
single-source data analysis
Small Brands
STAS
Store Brands
Unadvertised Brands
Vice Versa
Product details
- ISBN 9780765617392
- Weight: 317g
- Dimensions: 152 x 229mm
- Publication Date: 15 Dec 2006
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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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 that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
