WHEN ADS WORK : New Proof that Advertising Triggers Sales

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The general notion is that, advertising generates long-term goodwill and exposure but has little impact on the immediate sale. In When Ads Work the author proves that well-planned and executed advertising campaigns have considerable immediate impact on sales. This book explains how advertising campaigns not only increase the awareness about the products and brands but can also give an immediate boost to the sales. The author concludes that strongest advertising campaigns can triple the sales of a product. At the same time, weakest advertising campaigns can decrease the sales by 50%. KEY FEATURES The book explains how the concept Short-Term Advertising Strength (STAS) can be used to measure the short-term impact of advertising. The book offers a wealth of data related to research results and practical problems in advertising. It is very good companion guide for professionals associated with advertising About The Author JOHN PHILIP JONES is part of the faculty of the Newhouse School of Public Communication, Syracuse University, USA. He has twenty-seven years of experience in the advertising agency business in different countries including Britain, Holland and USA. Table Of Contents Tables and Figures Preface FACTS REPLACE THEORY 1. The Single-Source Breakthrough 2. The Short-Term Effect of Advertising: Passing Through the Gate 3. The Rapid Spread of Pure Single-Source Research 4. How a Short-Term Effect Can Turn Into a Medium-Term Effect 5. Keeping the Brand in the Window 6. An Interlude: Successful Advertising Campaigns II. EVIDENCE FOR PART I: SEVENTY-EIGHT BRANDS DISSECTED 7. Advertising That Works: The Alpha One Brands 8. Advertising That Stops Working: The Alpha Two Brands 9. Advertising That Works in Some Cases: The Beta Brands 10. Advertising That Does Not Work: The Gamma Brands 11. Penetration and Purchaes Frequency 12. From Insight to Action III. APPENDIXES A. Stability ... and Volatility B. The History of Single-Source Research: The First Steps C. The History of Single-Source Research: Chasing Hares D. The Calculation of Advertising Intensity E. The Leading 142 Brands in the Product Categories Covered in This Research Index