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040			_aDLC _cDLC _dUKM _dJYJ _dLVB _dUN@
082	0	4	_a659.1 _bJ77u 2002
100	1		_992881 _aJones, John Philip, _eautor
245	1	4	_aThe ultimate secrets of advertising / _cby John Philip Jones.
264	3	1	_aThousand Oaks, Calif. : _bSage, _cc2002.
300			_axxvi, 227 páginas : _bilustraciones
336			_atexto _btxt _2rdacontent
337			_ano mediado _bn _2rdamedia
338			_avolumen _bnc _2rdacarrier
504			_aIncluye bibliografía.
505	0		_aBig 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.
650	1	4	_92978 _aPublicidad.
942			_2ddc _cGEN
991			_aC0 _bUN@
991			_aMER
997			_aHZ _b00 _c20140722 _lUDM01 _h1020
998			_aMLOPEZ _b00 _c20150518 _lUDM01 _h1627
999			_c89025 _d89025
900			_aECO
900			_aCDI