Screen LibraryThe ultimate secrets of advertising
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| Main Authors: | |
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| Published: |
Sage Publications,
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| Publisher Address: | Thousand Oaks, Calif. |
| Publication Dates: | c2002. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | xxvi, 227 p.: ill. ; 24 cm. |
| ISBN: | 076192244X (pbk.) |
| Index Number: | F713 |
| CLC: | F713.8 |
| Call Number: | F713.8/J776-1 |
| Contents: |
Includes bibliographical references and index. Big ideas and good ideas -- Passing through the gate -- Getting it right the first time -- Repetition, competition and the growth (or decline) of brands -- Keeping the brand in the window -- The bridge to the long term -- A first measure of long-term effects -- The depth of advertising's long-term effects -- Can doses of advertising produce doses of profit? -- Frozen effects versus continuous effects: snapshots versus movies. |