When Ads Work

"I used John's books when I was in the business; I continue to use his work in my classroom. This seminal work provides insights to the ultimate advertising dilemma - when ads work! The research produced in this book changed how advertisers viewed advertising's impact on sales and how to structure media plans according to short-term effects. This is an important text for current AND future practitioners." - Jan Slater, Ohio University "The advertising business has generated few profound books. When Ads Work is one of them. It changed the way marketers think about how advertising builds sales and makes a whole industry wiser." - Erwin Ephron, Partner, Ephron, Papazian & Ephron, Inc. "If I had to prescribe only one book for students of advertising then this would be it. It empirically proves the most basic facts of advertising, and leads to the most practical implications for effective advertising. It is unlikely that such a far-reaching experiment will again be reported on in our lifetime." - Erik DuPlessis, President, Millward Brown"

• Part I Facts Replace Theory; Chapter 1 The Single-Source Breakthrough; Chapter 2 The Short-Term Effect of Advertising; Chapter 3 The Rapid Spread of Pure Single-Source Research; Chapter 4 How a Short-Term Effect Can Turn Into a Medium-Term Effect; Chapter 5 Keeping the Brand in the Window; Chapter 6 An Interlude; Part II; Chapter 7 Advertising That Works The; Chapter 8 Advertising That Stops Working; Chapter 9 Advertising That Works in Some Cases The Beta Brands; Chapter 10 Advertising That Does Not Work; Chapter 11 Penetration and Purchase Frequency; Chapter 12 From Insight to Action;