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TC Contents List of Tables and Figures Preface Part 1. Facts Replace Theory 1. The Single-Source Breakthrough Advertising that Works The Meaning of Single-Source Research Repeat-Purchase Packaged Goods The Measurement of Advertising Effects Notes 2. The Short-Term Effect of Advertising¿Passing Through the Gate Short-Term Advertising Strength (STAS) Advertised Versus Unadvertised Brands Notes 3. The Rapid Spread of Pure Single-Source Research Germany and Britain More Countries, More Replication How Many Brands Pass Through the Gate? Notes 4. How a Short-Term Effect Can Turn Into a Medium-Term One Testing the Gatekeeper Three Inputs and How They Operate Together Sales Promotions¿Their Upside and Downside Growing Brands¿And Why They Grow Notes 5. Keeping the Brand in the Window The Buying Process The Advertising Response Function Two Response Functions: Two Strategies Diminishing Returns in Europe Recency in the Market Place Notes 6. An Interlude¿Successful Advertising Campaigns Intrinsically Likeable Visual Communicating Their Promise in Terms Relevant to Consumers Notes Part 2. Evidence for Part 1: Seventy-Eight Brands Dissected 7. Advertising That Works: The Alpha One Brands The Alpha One Brands Different Intensities of the Four Marketing Stimuli The Stimuli that Best Explain Share Growth STAS and Market Share Aggregate Effect of Short-Term and Medium-Term Stimuli Separating the Medium-Term from the Short-Term Effects Twelve Things We Have Learned About the Alpha One Brands 8. Advertising That Stops Working: The Alpha Two Brands The Stimuli that Best Explain Different Rates of Decline Ten Factors that Account for the Different Sales Performance of the Alpha One and Alpha Two Brands Notes 9. Advertising That Works in Some Cases: The Beta Brands A Bird's-Eye View of the Beta Brands The Successful and Unsuccessful Beta Brands The Medium-Term Role of Advertising Store Brands Nine Factors that Explain the Performance of the Beta Brands Notes 10. Advertising That Does Not Work: The Gamma Brands Why Are Some Gamma Brands Successful? Five Reasons Explaining the Performance of the Gamma Brands 11. Penetration and Purchase Frequency Frequency Distribution of Purchases Repeat Buying Multibrand Buying The Long-Term Effect of a Brand's Internal Momentum Notes 12. From Insight to Action The Short-Term Effect of Advertising Creative Characteristics Advertising Budgets Advertising and Promotion Heavy Buyers Internal Momentum New Brands Part 3. Appendices A. Stability. . . . and Volatility Smooth Sales Trends The Arrival of Scanner Data Is the Volatility of Markets a New Discovery? Notes B. The History of Single-Source Research¿The First Steps How McDonald's Research Was Conducted McDonald's Main Conclusions One or Two Advertising Exposures? Notes C. The History of Single-Source Research¿Chasing Hares Chasing the First Hare¿Media Research Which Media? Which Programs? Chasing the Second Hare¿Retail Research Price Optimization Marginal Effects of Alternative Promotions A Return to Essentials¿Measuring Advertising Effects Advertising's Contribution to the Marketing Mix The Influence of Increased Advertising Weight The First Quarter-Century of Single-Source Research Notes D. The Calculation of Advertising Intensity E. The Leading 142 Brands in the Product Categories Covered in This Research About the Author Index
Library of Congress Subject Headings for this publication:
Advertising -- Case studies.
Sales promotion -- Case studies.