When ads work: new proof that advertising triggers sales

Abstract

List of Tables and Figures Preface PART 1. FACTS REPLACE THEORY 1. The Single-Source Breakthrough 2. The Short-Term Effect of Advertising - Passing Through the Gate 3. The Rapid Spread of Pure Single-Source Research 4. How a Short-Term Effect Can Turn Into a Medium-Term One 5. Keeping the Brand in the Window 6. An Interlude - Successful Advertising Campaigns PART 2. EVIDENCE FOR PART 1: SEVENTY-EIGHT BRANDS DISSECTED 7. Advertising That Works: The Alpha One Brands 8. Advertising That Stops Working: The Alpha Two Brands 9. Advertising That Works in Some Cases: The Beta Brands 10. Advertising That Does Not Work: The Gamma Brands 11. Penetration and Purchase Frequency 12. From Insight to Action PART 3. APPENDICES A. Stability... and Volatility B. The History of Single-Source Research - The First Steps C. The History of Single-Source Research - Chasing Hares D. The Calculation of Advertising Intensity E. The Leading 142 Brands in the Product Categories Covered in This Research About the Author Index.

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