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| veröffentlicht: | Thousand Oaks : SAGE Publications, Incorporated, 2001. ©2001. |
| Medientyp: | Buch, E-Book |
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| Umfang: | 1 online resource (254 pages) |
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| ISBN: |
9781452262703
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| Ausgabe: | 1st ed. |
| Sprache: | Englisch |
| Schlagwörter: | |
| Print version:: |
Jones, John Philip, The Ultimate Secrets of Advertising, Thousand Oaks : SAGE Publications, Incorporated,c2001
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| Kollektion: | E-Books adlr |
Based on state-of-the-art research, this volume is a thorough study of advertising accountability and the comparison of investment and return. John Phillip Jones analyzes and clarifies the latest research into terms that professionals and students can use. He provides answers to the principle questions facing advertising professionals today, setting out a methodology that covers the creative process, budgets and media with the ultimate goal of the measurement of effect. |
| Cover Half title page Title page Copyright page Dedication Contents Epigraph List of Tables and Figures Foreword: Red Threads Acknowledgments Chapter 1 - Big Ideas and Good Ideas Chapter 2 - Passing Through the Gate Chapter 3 - Getting It Right the First Time Chapter 4 - Repetition, Competition, and the Growth (or Decline) of Brands Chapter 5 - Keeping the Brand in the Window Chapter 6 - The Bridge to the Long Term Chapter 7 - A First Measure of Long-Term Effects Chapter 8 - The Depth of Advertising's Long-Term Effects Chapter 9 - Can Doses of Advertising Produce Doses of Profit? Chapter 10 - Frozen Effects Versus Continuous Effects: Snapshots Versus Movies Appendix A: Tracking Studies Appendix B: Alternative Systems for Measuring Long-Term Effects Index About the Author. |