1. The single-source breakthrough
2. The short-term effect of advertising : passing through the gate
3. The rapid spread of pure single-source research
4. How a short-term effect can turn into a medium-term effect
5. Keeping the brand in the window
6. An interlude : successful advertising campaigns
II. Evidence for Part I. Seventy-eight brands dissected
7. Advertising that works : the alpha one brands
8. Advertising that stops working : the alpha two brands
9. Advertising that works in some cases : the beta brands
10. Advertising that does not work : the gamma brands
11. Penetration and purchase frequency
12. From insight to action
A. Stability and volatility
B. The history of single-source research : the first steps
C. The history of single-source research : chasing hares
D. The calculation of advertising intensity
E. The leading 142 brands in the product categories covered in this research.
