When Ads Work
When Ads Work

Author: David M Jones

Publisher: Routledge

Published: 2015-03-26

Total Pages: 200

ISBN-13: 1317452119

DOWNLOAD EBOOK

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.

When Ads Work
When Ads Work

Author: John Philip Jones

Publisher: M.E. Sharpe

Published: 2006-10-12

Total Pages: 236

ISBN-13: 9780765636300

DOWNLOAD EBOOK

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.

How Advertising Works
How Advertising Works

Author: John Philip Jones

Publisher: SAGE Publications, Incorporated

Published: 1998-06-17

Total Pages: 372

ISBN-13: 9780761912408

DOWNLOAD EBOOK

John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.

When Ads Work
When Ads Work

Author: John Philip Jones

Publisher: Jossey-Bass

Published: 1995-04-15

Total Pages: 256

ISBN-13:

DOWNLOAD EBOOK

This groundbreaking book demonstrates for the first time the link between advertising and consumer behavior. Shows how to measure the immediate effect of advertising on sales, demonstrating how strong campaigns can triple sales while weak ones can cut sales in half.

Consumer Behaviour
Consumer Behaviour

Author: Robert East

Publisher: SAGE

Published: 2013-01-15

Total Pages: 354

ISBN-13: 1446289451

DOWNLOAD EBOOK

Electronic Inspection Copy available to instructors here What's the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term customers recommend you more than others? How damaging is negative word of mouth? Should retailers use 9-ending prices? These are some of the fascinating questions you will explore in this text. The text is written by respected marketing academics across the globe with a strong focus on the use of research to help higher-level students develop analytical and evidence-based thinking in marketing. It extends beyond a psychological approach to provide an empirical understanding of the subject for success in industry roles or further research in the field, and takes into consideration not just the individual but the market environment. New to this second edition: - Fully updated with contemporary, global examples and case studies to encourage an international readership - Further coverage of cross-cultural comparison, including a new chapter on Consumer Differences which also incorporates age and gender differences - Study features such as exercises, questions/answers, and a fully updated companion website with lecturer and student resources - www.sagepub.co.uk/east2e This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour. Visit the Companion Website at www.sagepub.co.uk/east2e

International Advertising
International Advertising

Author: John Philip Jones

Publisher: SAGE

Published: 2000

Total Pages: 423

ISBN-13: 0761912452

DOWNLOAD EBOOK

A handbook of the theory and practice of international advertising linked to overall trends in business globalization.

Advertising and Promotion
Advertising and Promotion

Author: Chris Hackley

Publisher: SAGE

Published: 2005-02-16

Total Pages: 286

ISBN-13: 9780761941545

DOWNLOAD EBOOK

This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.

Brand Busters
Brand Busters

Author: Chris Wirthwein

Publisher: Paramount Market Publishing

Published: 2008

Total Pages: 156

ISBN-13: 9780980174502

DOWNLOAD EBOOK

No matter how good a marketer you are, it is easy to slide into behaviors that ultimately make your marketing less effective. Chris Wirthwein has identified the seven most common mistakes made by marketers of technical and scientific products and he explains how to avoid them. With wit and passion, he helps you learn how to overcome the mistakes of marketers of technical and scientific products and how you can learn from these mistakes no matter what kind of product or service you are offering. You learn how to avoid the mistakes and get on with efficient marketing and advertising.The seven mistakes? 1. Talking "Needs" Instead of "Wants" 2. Falling in Love With your Product Instead of Your Customer 3. Believing that Marketing is a Science or an Art 4. Trying to Please Everyone 5. Forgetting that People Forget 6. Believing Your Price is Too High--Without Proof 7. Believing You Must Sell Your Product on an Economic BasisWirthwein's 20+ years of experience with marketing and selling technical and scientific products at his agency 5MetaCom translates into easily understood principles that will help you become and remain a better marketer.