When ads work: new proof that advertising triggers sales / John Philip Jones.

The single-source breakthrough
The short-term effect of advertising
The rapid spread of pure single-source research
How a short-term effect can turn into a medium-term one
Keeping the brand in the window
An interlude of successful advertising campaigns
Advertising that works
Advertising that stops working
Advertising that works in some cases
Advertising that does not work
Penetration and purchase frequency
From insight to action
Smooth sales trends
The history of single-source research
The first quarter-century of single-source research
The calculation of advertising intensity
The leading 142 brands in the product categories covered in this research.