When Ads Work : New Proof That Advertising Triggers Sales (Hardcover)

List of Tables and Figures; Preface; PART 1. FACTS REPLACE THEORY; 1. The Single-Source Breakthrough; 2. The Short-Term Effect of Advertising - Passing Through the Gate; 3. The Rapid Spread of Pure Single-Source Research; 4. How a Short-Term Effect Can Turn Into a Medium-Term One; 5. Keeping the Brand in the Window; 6. An Interlude - Successful Advertising Campaigns; PART 2. EVIDENCE FOR PART 1: SEVENTY-EIGHT BRANDS DISSECTED; 7. Advertising That Works: The Alpha One Brands; 8. Advertising That Stops Working: The Alpha Two Brands; 9. Advertising That Works in Some Cases: The Beta Brands; 10. Advertising That Does Not Work: The Gamma Brands; 11. Penetration and Purchase Frequency; 12. From Insight to Action; PART 3. APPENDICES; A. Stability.... and Volatility; B. The History of Single-Source Research - The First Steps; C. The History of Single-Source Research - Chasing Hares; D. The Calculation of Advertising Intensity; E. The Leading 142 Brands in the Product Categories Covered in This Research; About the Author; Index.