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.
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