商品簡介
Jones (public communications, Syracuse U.) considers how advertising influences sales of repeat-purchase packaged goods. Using data from 1991 gleaned from single-source research by the Nielsen Company, he analyzes established brands' average sales in the second, third, and fourth quarters and compares them with the first. New brands and reintroductions or improvements are not considered. He discusses single-source research in Britain, Germany, and other countries; successful advertising campaigns; and short-term advertising strength concepts, applying them to an analysis of 78 brands that work or do not work. This edition incorporates research in the rewritten first section since the first edition came out. One of the appendices has been removed. Annotation c2007 Book News, Inc., Portland, OR (booknews.com)
