John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
Penetration, Brand Loyalty, and the Penetration Supercharge
The normal way of monitoring the effect of advertising is by measuring the sales of the advertised brand, for example, ex-factory or through retail stores. Yet there is no direct link between advertising and sales measured in this way, because advertising is addressed to consumers, and a number of factors can impede advertising's ability to induce consumers to act. It can be countered by the efforts of competitive brands; there may be large stocks of the brand in the trade or in the home to absorb any increased demand; and the brand may not achieve full retail distribution, so that the consumer's efforts to buy it are frustrated. To get a ...