.

0 (hodnocen0 x )

EB

ONLINE

2nd ed.

Armonk, N.Y. : Sharpe, c2007

1 online resource (xix, 209 p.) : ill

ISBN 0765617382 (cloth : alk. paper)

Includes bibliographical references and index

The single-source breakthrough -- The short-term effect of advertising -- The rapid spread of pure single-source research -- How a short-term effect can turn into a medium-term one -- Keeping the brand in the window -- An interlude of successful advertising campaigns -- Advertising that works -- Advertising that stops working -- Advertising that works in some cases -- Advertising that does not work -- Penetration and purchase frequency -- From insight to action -- Smooth sales trends -- The history of single-source research -- The first quarter-century of single-source research -- The calculation of advertising intensity -- The leading 142 brands in the product categories covered in this research.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries

001788576

full

(Au-PeEL)EBL2005314

(CaPaEBR)ebr10178045

(MiAaPQ)EBC2005314

(OCoLC)169873525