00574    a2200181   4500020001800000082001500018100002300033245009000056260003500146300002300181650002300204650002500227650001900252650002300271650002200294650005100316650002500367  a9788129707154  a659.1bJON  aJones, John Philip  aHow to turn advertising expenses into investmentsb20 signposts to greater efficiency  aNew DelhibPearsonc2005g2005  axvii, 328p.c25cm.  aAdvertising Matter  aAdvertising Strength  aMature Markets  aAdvertising Budget  aAdvertising Media  aFunctional PerformanceaFunctional Performance  aQualitative Research