When Ads Work
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Author | : David M Jones |
Publisher | : Routledge |
Total Pages | : 200 |
Release | : 2015-03-26 |
Genre | : Business & Economics |
ISBN | : 1317452119 |
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The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Author | : David M Jones |
Publisher | : Routledge |
Total Pages | : 231 |
Release | : 2015-03-26 |
Genre | : Business & Economics |
ISBN | : 1317452127 |
Download When Ads Work Book in PDF, Epub and Kindle
The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Author | : John Philip Jones |
Publisher | : |
Total Pages | : 240 |
Release | : 1995 |
Genre | : Advertising |
ISBN | : 9780614030709 |
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Author | : John Philip Jones |
Publisher | : M.E. Sharpe |
Total Pages | : 196 |
Release | : 2007 |
Genre | : Business & Economics |
ISBN | : 9780765621719 |
Download When Ads Work Book in PDF, Epub and Kindle
The ""accepted wisdom"" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. ""When Ads Work"" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates th ...
Author | : Shari Graydon |
Publisher | : Annick Press |
Total Pages | : 124 |
Release | : 2003 |
Genre | : Art |
ISBN | : 9781550378146 |
Download Made You Look Book in PDF, Epub and Kindle
Grade level: 4, 5, 6, 7, 8, e, i, t.
Author | : Ted Brader |
Publisher | : University of Chicago Press |
Total Pages | : 297 |
Release | : 2020-07-08 |
Genre | : Political Science |
ISBN | : 022678830X |
Download Campaigning for Hearts and Minds Book in PDF, Epub and Kindle
It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads. Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today.
Author | : Max Sutherland |
Publisher | : Kogan Page Publishers |
Total Pages | : 348 |
Release | : 2000 |
Genre | : Business & Economics |
ISBN | : 9780749429775 |
Download Advertising and the Mind of the Consumer Book in PDF, Epub and Kindle
Advertising is an established and ever-present force, and yet just how it works continues to be something of a mystery. It's hard to believe that we spend an estimated one-and-a half years just watching TV commercials. In this new international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland has been joined by Alice K Sylvester, a prominent American advertising agency figure, to reveal the secrets of successful campaigns over a wide range of media, including advertising on the internet. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work-or misfire- and why. Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us- for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.
Author | : David Ogilvy |
Publisher | : Vintage |
Total Pages | : 613 |
Release | : 2013-09-11 |
Genre | : Social Science |
ISBN | : 0804170053 |
Download Ogilvy on Advertising Book in PDF, Epub and Kindle
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Author | : MAX. SUTHERLAND |
Publisher | : Routledge |
Total Pages | : 378 |
Release | : 2021-03-31 |
Genre | : |
ISBN | : 9780367717391 |
Download Advertising and the Mind of the Consumer Book in PDF, Epub and Kindle
By the time we die, we will have spent an estimated one and a half years just watching TV commercials. Advertising is an established and ever-present force and yet, as we move into the new century, just how it works continues to be something of a mystery. In this 3rd international edition of Advertising and the Mind of the Consumer, renowned market researcher and psychologist Max Sutherland reveals the secrets of successful campaigns over a wide range of media, including the web and new media. Using many well-known international ads as examples, this book takes us into the mind of the consumer to explain how advertising messages work - or misfire - and why. Advertising and the Mind of the Consumer is not just a 'how to' book of tricks for advertisers, it is a book for everyone who wants to know how advertising works and why it influences us-for people in business with products and services to sell, for advertising agents, marketers, as well as for students of advertising and consumer behaviour.
Author | : Jones |
Publisher | : |
Total Pages | : 209 |
Release | : 2007 |
Genre | : Advertising |
ISBN | : 9788120332256 |
Download When Ads Work New Proof That Advertising Triggers Sales 2Nd Ed. Book in PDF, Epub and Kindle