The ultimate secrets of advertising
This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and...
| Основен автор: | Jones, John Philip. |
|---|---|
| Формат: | Електронен |
| Език: | English |
| Публикувано: |
Thousand Oaks, Calif. :
Sage Publications,
℗♭2002.
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| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=474690 |
| Подобни документи: |
Print version::
Ultimate secrets of advertising. |
Съдържание:
- Big ideas and good ideas
- Passing through the gate
- Getting it right first time
- Repetition, competition and the growth (or decline) of brands
- Keeping the brand in the window
- The bridge to the long term
- A first measure of long-term effects
- The depth of advertising's long-term effects
- Can doses of advertising produce doses of profit?
- Frozen effects versus continuous effects.