TY  - BOOK
AU  - Jones,John Philip
TI  - The ultimate secrets of advertising
SN  - 0761922431
U1  - 659.1 
PY  - 2002///
CY  - Thousand Oaks, Calif.
PB  - Sage
KW  - Publicidad
N1  - Incluye bibliografía; Big ideas and good ideas -- Passing through the gate -- Getting it right the first time -- Repetition, competition and the growth (or decline) of brands -- Keeping the brand in the window -- The bridge to the long term -- A first measure of long-term effects -- The depth of advertising´s long-term effects -- Can doses of advertising produce doses of profit? -- Frozen effects versus continuous effects: snapshots versus movies
ER  -