When Ads Work (2007)

John Philip Jones

Year:	2007
Authors:	John Philip Jones
Publishers:	M.E. Sharpe
Pages:	196
Print type:	BOOK

Description:

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 ...