When Ads Work: New Proof That Advertising Triggers Sales

M.E. Sharpe
1
Free sample

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.

Read more
Collapse

More by John Philip Jones

See more
The Successes and Sacrifices of the British Army in 1914 This work is a study of military history from the top down and also from the bottom up. It describes a brigadefour thousand menof the old British Regular Army that fought in the British Expeditionary Force in France in 1914. This army was of the highest quality but was very small. The book describes the strategy and tactics of the fighting, in which the British played a major role. But the work also describes the fighting from the point of view of junior officers and men in the ranks from the bottom up. Johnny: The Legend and Tragedy of General Sir Ian Hamilton Hamilton was a heroic leader of men. He had an extremely successful career until his last and biggest campaign, the assault on the Gallipoli peninsula in 1915. This was a disaster because Hamilton, despite all his other qualities, was an inadequate strategist. General Sir Roger Wheeler, chief of the general staff and professional head of the British Army, wrote an enthusiastic foreword to the book. It was also very favourably received by the Royal United Services Institute. Battles of a Gunner Officer: Tunisia, Sicily, Normandy and the Long Road to Germany This book describes some of the most important campaigns fought by the British army during the Second World War. The unique feature of the book is that the campaigns are revealed through the eyes of a successful battery commander in the Royal Artillery (widely considered to be the most successful individual element of the British army). General Sir Richard Barrons, a senior serving officer and head of the Joint Forces Command, wrote the foreword to the book and commented on the unique nature of the work.
4.0
1 total
Loading...

Additional Information

Publisher
M.E. Sharpe
Read more
Collapse
Published on
Oct 12, 2006
Read more
Collapse
Pages
209
Read more
Collapse
ISBN
9780765636300
Read more
Collapse
Read more
Collapse
Read more
Collapse
Language
English
Read more
Collapse
Genres
Business & Economics / Advertising & Promotion
Business & Economics / Marketing / Research
Business & Economics / Sales & Selling / General
Read more
Collapse
Content Protection
This content is DRM protected.
Read more
Collapse
Read Aloud
Available on Android devices
Read more
Collapse

Reading information

Smartphones and Tablets

Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.

Laptops and Computers

You can read books purchased on Google Play using your computer's web browser.

eReaders and other devices

To read on e-ink devices like the Sony eReader or Barnes & Noble Nook, you'll need to download a file and transfer it to your device. Please follow the detailed Help center instructions to transfer the files to supported eReaders.
The revolutionary guide that challenged businesses around the world to stop selling to their buyers and start answering their questions to get results; revised and updated to address new technology, trends, the continuous evolution of the digital consumer, and much more

In today’s digital age, the traditional sales funnel—marketing at the top, sales in the middle, customer service at the bottom—is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible. Every day, buyers turn to search engines to ask billions of questions. Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer.

Using these principles, author Marcus Sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States. Discover how his proven strategy can work for your business and master the principles of inbound and content marketing that have empowered thousands of companies to achieve exceptional growth.

They Ask, You Answer is a straightforward guide filled with practical tactics and insights for transforming your marketing strategy. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers. New chapters explore the impact of technology, conversational marketing, the essential elements every business website should possess, the rise of video, and new stories from companies that have achieved remarkable results with They Ask, You Answer.

Upon reading this book, you will know:

How to build trust with buyers through content and video. How to turn your web presence into a magnet for qualified buyers. What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles. Why you need to think of your business as a media company, instead of relying on more traditional (and ineffective) ways of advertising and marketing. How to achieve buy-in at your company and truly embrace a culture of content and video. How to transform your current customer base into loyal brand advocates for your company.

They Ask, You Answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales.

Praise for LEAD, SELL, OR GET OUT OF THE WAY

"As CEO and Chairman of the Board of three publicly traded companies, I felt that Karr's strategies in Lead, Sell, or Get Out of the Way absolutely provided the powerful results he predicted. In one case, we completely eliminated a competitor who posed a strategic threat. I guess you can say they 'got out of the way.' Karr will show you what is required and how to be a top producer in your market. This book is a must-read."
—JAMES T. TREACE, President and Managing Member, J&A Group, LLC, former chairman of the board, Wright Medical, Inc., and Kyphon, Inc.

"Karr captures a lifetime of winning strategies and experiences and puts them in a practical context for sales leaders and sellers. This book challenges many of the older paradigms of selling and emphasizes the importance of keeping the focus on the customers and providing positive outcomes. In today's challenging market conditions, where the primary focus is on market share, this is a must-read."
—BARRY S. GOLDSTEIN, Senior Vice President, Global Sales Strategy & Operations, Starwood Hotels & Resorts Worldwide, Inc.

"Karr's book clearly identifies what it takes to be a highly effective sales leader. The principles in Karr's book are concise and illuminating. Follow his system and your sales organization will succeed in any market. An absolute must-read."
—MIKE BEAUDRY, Division President, United Natural Foods, Inc. (UNFI)

"Karr does it again! Lead, Sell, or Get Out of the Way gives you the ultimate approach to giving added value to customers and creating value for yourself ... The seven traits are what's needed in today's world, and this book is an outstanding guide to becoming proficient in all of them."
—DAVID PRENG, Preng & Associates, The Global Energy Search Leader

"Explores how industry has manipulated our most deep-seated survival instincts."—David Perlmutter, MD, Author, #1 New York Times bestseller, Grain Brain and Brain Maker

The New York Times–bestselling author of Fat Chance reveals the corporate scheme to sell pleasure, driving the international epidemic of addiction, depression, and chronic disease.
 
While researching the toxic and addictive properties of sugar for his New York Times bestseller Fat Chance, Robert Lustig made an alarming discovery—our pursuit of happiness is being subverted by a culture of addiction and depression from which we may never recover.
           
Dopamine is the “reward” neurotransmitter that tells our brains we want more; yet every substance or behavior that releases dopamine in the extreme leads to addiction. Serotonin is the “contentment” neurotransmitter that tells our brains we don’t need any more; yet its deficiency leads to depression. Ideally, both are in optimal supply. Yet dopamine evolved to overwhelm serotonin—because our ancestors were more likely to survive if they were constantly motivated—with the result that constant desire can chemically destroy our ability to feel happiness, while sending us down the slippery slope to addiction. In the last forty years, government legislation and subsidies have promoted ever-available temptation (sugar, drugs, social media, porn) combined with constant stress (work, home, money, Internet), with the end result of an unprecedented epidemic of addiction, anxiety, depression, and chronic disease. And with the advent of neuromarketing, corporate America has successfully imprisoned us in an endless loop of desire and consumption from which there is no obvious escape.
           
With his customary wit and incisiveness, Lustig not only reveals the science that drives these states of mind, he points his finger directly at the corporations that helped create this mess, and the government actors who facilitated it, and he offers solutions we can all use in the pursuit of happiness, even in the face of overwhelming opposition. Always fearless and provocative, Lustig marshals a call to action, with seminal implications for our health, our well-being, and our culture.
The Successes and Sacrifices of the British Army in 1914 This work is a study of military history from the top down and also from the bottom up. It describes a brigadefour thousand menof the old British Regular Army that fought in the British Expeditionary Force in France in 1914. This army was of the highest quality but was very small. The book describes the strategy and tactics of the fighting, in which the British played a major role. But the work also describes the fighting from the point of view of junior officers and men in the ranks from the bottom up. Johnny: The Legend and Tragedy of General Sir Ian Hamilton Hamilton was a heroic leader of men. He had an extremely successful career until his last and biggest campaign, the assault on the Gallipoli peninsula in 1915. This was a disaster because Hamilton, despite all his other qualities, was an inadequate strategist. General Sir Roger Wheeler, chief of the general staff and professional head of the British Army, wrote an enthusiastic foreword to the book. It was also very favourably received by the Royal United Services Institute. Battles of a Gunner Officer: Tunisia, Sicily, Normandy and the Long Road to Germany This book describes some of the most important campaigns fought by the British army during the Second World War. The unique feature of the book is that the campaigns are revealed through the eyes of a successful battery commander in the Royal Artillery (widely considered to be the most successful individual element of the British army). General Sir Richard Barrons, a senior serving officer and head of the Joint Forces Command, wrote the foreword to the book and commented on the unique nature of the work.
©2020 GoogleSite Terms of ServicePrivacyDevelopersArtistsAbout Google|Location: United StatesLanguage: English (United States)
By purchasing this item, you are transacting with Google Payments and agreeing to the Google Payments Terms of Service and Privacy Notice.