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When Ads Work: New Proof That Advertising Triggers Sales

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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

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.

Every marketing professional and specially media planner should read this book.