| Tables and Figures | |
| Preface | |
| Facts Replace Theory | |
| The Single-Source Breakthrough | |
| Advertising That Works | |
| The Meaning of Single-Source Research | |
| Repeat-Purchase Packaged Goods | |
| The Measurement of Advertising Effects | |
| Notes | |
| The Short-Term Effect of Advertising: Passing Through the Gate | |
| Short-Term Advertising Strength | |
| Advertised Versus Unadvertised Brands | |
| Notes | |
| The Rapid Spread of Pure Single-Source Research | |
| Germany and Britain | |
| More Countries, More Replication | |
| How Many Brands Pass Through the Gate? | |
| Notes | |
| How a Short-Term Effect Can Turn Into a Medium-Term Effect | |
| Testing the Gatekeeper | |
| Three Inputs and How They Operate Together | |
| Sales Promotions: Their Upside and Downside | |
| Growing Brands and Why They Grow | |
| Notes | |
| Keeping the Brand in the Window | |
| The Buying Process | |
| The Advertising Response Function | |
| Two Response Functions: Two Strategies | |
| Diminishing Returns in Europe | |
| Recency in the Market Place | |
| Notes | |
| An Interlude: Successful Advertising Campaigns | |
| Intrinsically Likeable | |
| Visual | |
| Communicating Their Promise in Terms Relevant to Consumers | |
| Notes | |
| Evidence for Part I: Seventy-eight Brands Dissected | |
| Advertising That Works: The Alpha One Brands | |
| The Alpha One Brands Described | |
| Different Intensities of the Four Marketing Stimuli | |
| The Stimuli That Best Explain Share Growth | |
| STAS and Market Share | |
| Aggregate Effect of Short-Term and Medium-Term Stimuli | |
| Separating the Medium-Term From the Short-Term Effects | |
| Twelve Things We Have Learned About the Alpha One Brands | |
| Advertising That Stops Working: The Alpha Two Brands | |
| The Stimuli that Best Explain Different Rates of Decline | |
| Ten Factors that Account for the Different Sales Performance of the Alpha One and Alpha Two Brands | |
| Notes | |
| Advertising That Works in Some Cases: The Beta Brands | |
| A Bird's-Eye View of the Beta Brands | |
| The Successful and Unsuccessful Beta Brands | |
| The Medium-Term Role of Advertising | |
| Store Brands | |
| Nine Factors That Explain the Performance of the Beta Brands | |
| Notes | |
| Advertising That Does Not Work: The Gamma Brands | |
| Why Are Some Gamma Brands Successful? | |
| Five Reasons That Explain the Performance of the Gamma Brands | |
| Penetration and Purchase Frequency | |
| Frequency Distribution of Purchases | |
| Repeat Buying | |
| Multibrand Buying | |
| The Long-Term Effect of a Brand's Internal Momentum | |
| Notes | |
| From Insight to Action | |
| The Short-Term Effect of Advertising | |
| Creative Characteristics | |
| Advertising Budgets | |
| Advertising and Promotion | |
| Heavy Buyers | |
| Internal Momentum | |
| New Brands | |
| Appendices | |
| Stability à and Volatility | |
| Smooth Sales Trends | |
| The Arrival of Scanner Data | |
| Is the Volatility of Markets a New Discovery? | |
| Notes | |
| The History of Single-Source Research: The First Steps | |
| How McDonald's Research Was Conducted | |
| McDonald's Main Conclusions | |
| One or Two Advertising Exposures? | |
| Notes | |
| The History of Single-Source Research: Chasing Hares | |
| Chasing the First Hare: Media Research | |
| Which Media? Which Programs? | |
| Chasing the Second Hare: Retail Research | |
| Price Optimization | |
| Marginal Effects of Alternative Promotions | |
| A Return to Essentials: Measuring Advertising Effects | |
| Advertising's Contribution to the Marketing Mix | |
| The Influence of Increased Advertising Weight | |
| The First Quarter-Century of Single-Source Research | |
| Notes | |
| The Calculation of Advertising Intensity | |
| The Leading 142 Brands in the Product Categories Covered in This Research | |
| Index | |
| About the Author | |
| Table of Contents provided by Ingram. All Rights Reserved. |
