02990nam 2200553 a 450 991077912880332120161219111419.01-4522-3683-61-4522-0461-61-4522-2209-6(CKB)2550000000105677(EBL)996420(OCoLC)809771903(SSID)ssj0000704932(PQKBManifestationID)12331329(PQKBTitleCode)TC0000704932(PQKBWorkID)10618772(PQKB)11500659(MiAaPQ)EBC996420(OCoLC)804847825(StDuBDS)EDZ0000071556(EXLCZ)99255000000010567720120405d2004 fy| 0engur|||||||||||txtccrFables, fashions, and facts about advertising[electronic resource] a study of 28 enduring myths /John Philip JonesThousand Oaks, Calif. ;London SAGEc20041 online resource (xvii, 310 p.)Description based upon print version of record.1-322-28332-X 0-7619-2799-9 Includes bibliographical references (p. 245-251) and index.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 WallPart 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 Information20 - The Expanding Universe of InformationBibliography; Glossary; Index; About the AuthorHelping students recognise the forest despite the trees, this text is completely current on the latest trends in advertising which has changed dramatically during the last decade.AdvertisingAdvertising.659.1Jones John Philip520552StDuBDSStDuBDSBOOK9910779128803321Fables, fashions, and facts about advertising3787179UNINA