The economics of advertising [[electronic resource]] / F. W. Taylor

• Autore: Taylor F. W
• Pubblicazione: London ; ; New York, : Routledge, c1934
• Descrizione fisica: 1 online resource (255 p.)
• Disciplina: 659.1
• Soggetto topico: Advertising
• Soggetto genere / forma: Electronic books.
• Note generali: Includes index.
• Nota di contenuto: Cover; Half Title; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Dedication; Acknowledgment; Table of Contents; Part One Advertising and Industry-An Economic Analysis; Chapter One The Development of Advertising and Its Significance; The Rise of Modern Marketing Methods; Greater variety of production.; Increased control of the market by producers.; The growth of competition.; Large-scale production; Chapter Two The Functions of Advertising (1); Introductory The Claims Made for Advertising; (1) "Advertising is a means of giving information about goods and services" ; Is advertising used to inform or to persuade?(2) "Advertising is an economical method of selling"; An economical method of appealing to the million.; Building business prestige; (3) "The reputation of a product is built up by advertising and a definite standard of quality is thereby assured"; (4) "Advertising increases production (i) by stimulating wants and (ii) by promoting the productive efficiency of the purchaser"; Stimulating the spirit of emulation; Increasing the productive efficiency of the purchaser; (5) "Advertising increases the efficiency of the advertiser"; Market research ; Chapter Three The Functions of Advertising (2)The Claims Made for Advertising; (6) "Advertising can be used to stabilise demand"; Advertising and the trade cycle.; Advertising and seasonal fluctuations.; The practice of advertisers in relation to business fluctuations; (7) "The consumer derives more satisfaction from the use of advertised goods"; (8) "By making possible large-scale production and distribution advertising lowers costs"; No generalization is possible.; The difficulty of measuring the influence of advertising on costs.; Advertising sometimes reduces costs. ; Types of large-scale businesses.Unused productive capacity; Advertising and large-scale distribution; The relation between large-scale operation and costs.; Some difficulties of mass production and distribution; (9) "Advertising increases demand"; Department stores; Chapter Four Criticisms of Advertising (1); (1) "Advertising raises prices"; Price may not be limited by normal cost of production.; Competition in price and in quality; Determining the advertising appropriation.; The co-ordination of advertising and marketing; Chapter Five Criticisms of Advertising (2) ; (3) "Advertisements do not give adequate and reliable information about goods"Part Two Advertising and the Community; Chapter Six Some Social Criticisms of Advertising; The Power of Advertisers to Mould Opinion; Chapter Seven The Press and Advertising; The Commercialization of the Press; Advertising and Editorial Policy; Chapter Eight The Relation of Advertising to Some Modern Developments in Marketing; The Increasing Control of Marketing by Manufacturers; Wholesalers' and retailers' brands; The changing status of the retailer; Price maintenance; Standardization and Branding ; Chapter Nine The Organization of the Advertising Business
• Sommario/riassunto: What is the economic justification of advertising? Is it a vital energizing force in industry, or does it represent a serious waste of money and effort? The great increase in the volume of publicity in modern times is causing people to wonder what its final outcome will be, and whether it is a development to be welcomed or regarded with suspicion. First published in 1934.
• Titolo autorizzato: The economics of advertising
• ISBN: 1-136-67042-4; 0-203-58229-2
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910462585403321
• Lo trovi qui: Univ. Federico II
• Serie: Routledge Library Editions: Advertising