Details

Subject(s)

• Advertising [Browse]

Bibliographic references

Includes bibliographical references and index.

Contents

• Foreword: Red Threads
• 1. Big Ideas and Good Ideas
• 2. Passing Through the Gate
• 3. Getting It Right the First Time
• 4. Repetition, Competition, and the Growth (or Decline) of Brands
• 5. Keeping the Brand in the Window
• 6. The Bridge to the Long Term
• 7. A First Measure of Long-Term Effects
• 8. The Depth of Advertising's Long-Term Effects
• 9. Can Doses of Advertising Produce Doses of Profit?
• 10. Frozen Effects Versus Continuous Effects: Snapshots Versus Movies
• App. B. Alternative Systems for Measuring Long-Term Effects.

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ISBN

• 0761922431
• 076192244X (pbk.)

LCCN

2001001462

OCLC

46401603

RCP

C - S

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