When Ads Work

When Ads Work : New Proof That Advertising Triggers Sales

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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.show more

Product details

  • Paperback | 232 pages
  • 149.9 x 226.1 x 12.7mm | 294.84g
  • Taylor & Francis Inc
  • M.E. Sharpe
  • Armonk, United States
  • English
  • 2nd ed.
  • tables, figures, bibliographic references, index
  • 0765617390
  • 9780765617392
  • 2,207,059

Table of contents

List of Tables and Figures; Preface; PART 1. FACTS REPLACE THEORY; 1. The Single-Source Breakthrough; 2. The Short-Term Effect of Advertising - Passing Through the Gate; 3. The Rapid Spread of Pure Single-Source Research; 4. How a Short-Term Effect Can Turn Into a Medium-Term One; 5. Keeping the Brand in the Window; 6. An Interlude - Successful Advertising Campaigns; PART 2. EVIDENCE FOR PART 1: SEVENTY-EIGHT BRANDS DISSECTED; 7. Advertising That Works: The Alpha One Brands; 8. Advertising That Stops Working: The Alpha Two Brands; 9. Advertising That Works in Some Cases: The Beta Brands; 10. Advertising That Does Not Work: The Gamma Brands; 11. Penetration and Purchase Frequency; 12. From Insight to Action; PART 3. APPENDICES; A. Stability... and Volatility; B. The History of Single-Source Research - The First Steps; C. The History of Single-Source Research - Chasing Hares; D. The Calculation of Advertising Intensity; E. The Leading 142 Brands in the Product Categories Covered in This Research; About the Author; Index.show more

Review quote

"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"show more

Rating details

8 ratings
3.87 out of 5 stars
5 25% (2)
4 38% (3)
3 38% (3)
2 0% (0)
1 0% (0)
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