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Fables, fashions, and facts about advertising : a study of 28 enduring myths

Author: John Philip Jones
Publisher: Thousand Oaks, Calif. : Sage Publications, ©2004.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
"Fables, Fashions, and Facts About Advertising is ideal as a core or supplemental text for courses in marketing communication, journalism, and related disciplines. This volume should also be useful to the tens-of-thousands of business people whose careers are directly or indirectly concerned with advertising."--Jacket.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Jones, John Philip.
Fables, fashions, and facts about advertising.
Thousand Oaks, Calif. : Sage Publications, ©2004
(DLC) 2003013582
(OCoLC)52430784
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John Philip Jones
ISBN: 9781452222097 1452222096 9781452204611 1452204616
OCLC Number: 804847825
Description: 1 online resource (xvii, 310 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.
Responsibility: John Philip Jones.
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Abstract:

The workings of advertising have always remained a bit of a mystery; until about 1960 virtually nothing of the effectiveness of advertising was known. This title concentrates solely on describing how  Read more...

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"This is a much neededtext that puts misinformation to rest with strong evidence to disprove it. Mosttexts simply show how ads are developed, media plans are implemented, and lotsof beautiful Read more...

 
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