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Record Nr. |
UNINA9910779128803321 |
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Autore |
Jones John Philip |
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Titolo |
Fables, fashions, and facts about advertising [[electronic resource] ] : a study of 28 enduring myths / / John Philip Jones |
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Pubbl/distr/stampa |
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Thousand Oaks, Calif. ; ; London, : SAGE, c2004 |
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ISBN |
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1-4522-3683-6 |
1-4522-0461-6 |
1-4522-2209-6 |
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Descrizione fisica |
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1 online resource (xvii, 310 p.) |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references (p. 245-251) and index. |
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Nota di contenuto |
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Cover; Contents; Epigraph; Preface; Acknowledgments; Part I: Advertising's Relationship to Business Generally and to the Consumer; 1 - Why Advertisers Advertise; 2 - Overpromise and Underdelivery; 3 - Added Values; Part II: Advertising Strategy and the Difficulty of Locating Target Consumers, the Development of Creative Ideas, and Facts About How Much Advertising Produces an Effect; 4 - "Why Exactly Am I Spending All This Money?"; 5 - How Many Fish Are There in the Pool? And Where Are They?; 6 - The Advertising Imagination; 7 - Bursting the Dam Wall |
Part III: Advertising Investments, Promotional Expenditures, Media Strategy, and Media Tactics8 - Overspending and Underspending; 9 - Margins and How to Slice Into Them; 10 - Fishing in Different Parts of the Pool; 11 - Regularity and Frequency; 12 - The Gatekeeper; 13 - The Main Source of a Manufacturer's Profit; 14 - Looking Before You Leap; 15 - Consumer Perceptions-and the Cash Register; 16 - Wheels and Their Reinvention; 17 - The Global Village; 18 - The Cinderella of Business; 19 - Volcanoes and Their Extinction; Part VII: Sources of Information |
20 - The Expanding Universe of InformationBibliography; Glossary; Index; About the Author |
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Sommario/riassunto |
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Helping students recognise the forest despite the trees, this text is completely current on the latest trends in advertising which has |
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