What is the Short-term Effect of Advertising?
Author: Colin McDonald
Publisher:
Published: 1971
Total Pages: 27
ISBN-13:
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Author: Colin McDonald
Publisher:
Published: 1971
Total Pages: 27
ISBN-13:
DOWNLOAD EBOOKAuthor: Les Binet
Publisher:
Published: 2013
Total Pages: 0
ISBN-13: 9780852941348
DOWNLOAD EBOOKAuthor: Robert East
Publisher: Springer Science & Business Media
Published: 2013-03-20
Total Pages: 125
ISBN-13: 0387233776
DOWNLOAD EBOOKRobert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.
Author: Dominique M (Ucla Anderson School Of Management Hanssens, Usa)
Publisher:
Published: 2018-03-08
Total Pages: 310
ISBN-13: 9789813229792
DOWNLOAD EBOOKAuthor: Mike Hess
Publisher:
Published: 2002
Total Pages: 23
ISBN-13:
DOWNLOAD EBOOKAuthor: John Philip Jones
Publisher: M.E. Sharpe
Published: 2006-10-12
Total Pages: 236
ISBN-13: 9780765636300
DOWNLOAD EBOOKThe 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.
Author: David M Jones
Publisher: Routledge
Published: 2015-03-26
Total Pages: 200
ISBN-13: 1317452119
DOWNLOAD EBOOKThe "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.
Author: Richard Adler
Publisher: Washington : National Science Foundation
Published: 1977
Total Pages: 244
ISBN-13:
DOWNLOAD EBOOKAuthor: Judith L. Grover
Publisher:
Published: 1986
Total Pages: 226
ISBN-13:
DOWNLOAD EBOOKAuthor:
Publisher:
Published: 1977
Total Pages: 248
ISBN-13:
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