With a device called short-term advertising strength (STAS), a measure of the immediate effect of advertising on sales, this book demonstrates that the strongest campaigns can triple sales while the weakest campaigns can actually cause sales to fall by more than 50 percent.
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From the Back Cover
For generations advertisers, acting on little more than faith, have spent enormous sums of money without ever knowing if their ads led to a single purchase of the touted product. But recetly, employing new technology, the A.C. Nielsen marketing research organization has been able to track advertisements seen by individual household members and the actual products they buy. When Ads Work offers the first concrete information available on the actual link between advertising and sales.Filled with practical advice on using creative elements, integrating ads with promotions, and capitalizing on a brand's momentum to generate long-term sales, this book is a valuable resource that no advertiser can afford to be without.
--This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Marketer/Advertiser beware!,
By A Customer
This review is from: When Ads Work: New Proof That Advertising Triggers Sales (Hardcover)
It's a rare business book that purports to systematically measure the impact of a business strategy, especially as one as broad as advertising. Based on a panel of 2,000 households across the US, Jones reports findings based on the evaluation of 142 branded product advertising programs. He concludes that while advertising produced an average increase of 24% in short term sales and an average increase of 6% in long term sales, he find that the majority of campaigns (60%) are relatively neutral, 20% contribute to increased consumption, and 20% actually diminish sales, at least in the short run. This is a stark reminder that any company can advertise, but its the quality not the quantity that counts
0 of 1 people found the following review helpful:
5.0 out of 5 stars
This book is a must for every marketer,
By
This review is from: When Ads Work: New Proof That Advertising Triggers Sales (Paperback)
As a marketer if you don't read this you can say you are "left behind"! Every marketing professional should have and read this book.
2 of 8 people found the following review helpful:
5.0 out of 5 stars
Impressive work about advertising efectiveness, great book!,
By pfuerst@iname.com (Barcelona, Spain) - See all my reviews
This review is from: When Ads Work: New Proof That Advertising Triggers Sales (Hardcover)
Every marketing professional and specially media planner should read this book.
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