The ultimate secrets of advertising - Jones, John Philip (Sage Publications, 2002)
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002
Includes bibliographical references and index
Big ideas and good ideas -- Passing through the gate -- Getting it right first time -- Repetition, competition and the growth (or decline) of brands -- Keeping the brand in the window -- The bridge to the long term -- A first measure of long-term effects -- The depth of advertising's long-term effects -- Can doses of advertising produce doses of profit? -- Frozen effects versus continuous effects