When Ads Work: New Proof That Advertising Triggers Sales by John Philip Jones

By John Philip Jones

Publish yr note: First released in 1995

The "accepted wisdom" in advertisements is that advert campaigns are stable for construction model popularity and solid will, yet no longer for fast revenues influence.

When advertisements Work argues the other - that well-planned and well-executed advertisements campaigns can and may have an instantaneous impression on revenues. that includes various examples from contemporary advert campaigns, the recent variation of this well known e-book is a version for any profitable advertisements examine application.

With a tool he calls STAS (Short time period ads energy) - a degree of the instant influence of ads on revenues - the writer demonstrates that the most powerful advert campaigns can triple revenues, whereas the weakest campaigns can really reason revenues to fall through greater than 50 percentage. He exposes revenues promotions as wasteful, specially after they are unsupported through ads, and likewise demonstrates the powerful synergy that could function among advertisements and merchandising once they are deliberate and performed in an built-in style.

When advertisements Work bargains eye-opening study and sensible info that not anyone who experiences ads or spends ads funds can come up with the money for to disregard.

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All the evidence described so far comes from the various categories of repeat-purchase packaged goods. In the past, what has been learned about advertising in these tough, advertising-intensive, and highly competitive product fields has been applied in a general fashion to many other advertised categories. There is no reason to doubt that the lessons from the research described here can also be applied widely. But this THE RAPID SPREAD OF PURE SINGLE-SOURCE RESEARCH 33 assumption should not be taken as an excuse for not carrying out parallel investigations in such important fields as travel, financial services, telecommunications, and the many and varied types of goods with a high ticket price, notably automobiles.

When promotions were in operation, they attracted both ad households and adless households, and again the only difference between them was the presence or absence of advertising before the purchase. The same was true of purchases unaccompanied by sales promotions. The constantly changing grouping of ad households and adless households was a totally different system from one based on a matched pair of THE SHORT-TERM EFFECT OF ADVERTISING 17 permanent, geographically separated subpanels: the method used by the American research company Information Resources Inc.

See articles in Journal of Advertising Research by Gary Schroeder, Bruce C. Richardson, and Avu Sankaralingam, “Validating STAS Using BehaviorScan,” July/August 1997, pp. 33–43; Leonard M. P. H. Blair on Measuring Advertising Effects—Another Point of View,” September/October 1997, pp. 75–79; John Philip Jones, “Point of View: STAS and BehaviorScan—Yet Another View,” March/April 1998, pp. 51–53; and Leonard M. Lodish, “STAS and BehaviorScan—It’s Just Not That Simple,” March/April 1998, pp. 54–56.

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