The ultimate secrets of advertising - Jones, John Philip (Thousand Oaks, Calif. : Sage Publications, 2002)
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.
Includes bibliographical references and index.
Keywords: Advertising