| Description |
1 online resource (329 pages) |
| Contents |
Why advertisers advertise -- Overpromise and underdelivery -- Added values -- "Why exactly am I spending all this money?" -- How many fish are there in the pool? -- The advertising imagination -- Bursting the dam wall -- Overspending and underspending -- Margins and how to slice into them -- Fishing in different parts of the pool -- Regularity and frequency -- The gatekeeper -- The main source of manufacturer's profit -- Looking before you leap -- Consumer perceptions and the cash register -- Wheels and their reinvention -- The global village -- The Cinderella of business -- Volcanoes and their extinction -- The expanding universe of information |
| Summary |
John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate advertising "fables" and "fashions," and also to study the facts. He uses the latest trends and cutting-edge research to illustrate their occasional incompleteness, inadequacy, and in some cases total wrongheadedness. Each chapter then attempts to describe one aspect of how advertising really works. Unlike most other advertising textbooks, Fables, Fashions, and Facts About Advertising is not written as a "how to" text, or as a vehicle for war stories, or as a sales pitch |
| Notes |
Print version record |
| Subject |
Advertising.
|
|
Advertising
|
|
advertising.
|
|
Advertising
|
|
Reclame.
|
|
Publicité.
|
| Form |
Electronic book
|
| ISBN |
9781452222097 |
|
1452222096 |
|
9781452236834 |
|
1452236836 |
|
