The 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. |