When Ads Work: New Proof That Advertising Triggers Sales

By John Philip Jones

Book Overview

The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.

• Format: Hardcover
• Language: English
• ISBN: 0765617382
• ISBN13: 9780765617385
• Release Date: October 2006
• Publisher: Routledge
• Length: 232 Pages
• Weight: 0.70 lbs.
• Dimensions: 0.7" x 6.2" x 9.4"

Customer Reviews

This book is a must for every marketer

As a marketer if you don't read this you can say you are "left behind"! Every marketing professional should have and read this book.

Marketer/Advertiser beware!

It's a rare business book that purports to systematically measure the impact of a business strategy, especially as one as broad as advertising. Based on a panel of 2,000 households across the US, Jones reports findings based on the evaluation of 142 branded product advertising programs. He concludes that while advertising produced an average increase of 24% in short term sales and an average increase of 6% in long term sales, he find that the majority of campaigns (60%) are relatively neutral, 20% contribute to increased consumption, and 20% actually diminish sales, at least in the short run. This is a stark reminder that any company can advertise, but its the quality not the quantity that counts

Impressive work about advertising efectiveness, great book!

Every marketing professional and specially media planner should read this book.