Fables, fashions, and facts about advertising [[electronic resource] ] : a study of 28 enduring myths / / John Philip Jones
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| Autore: |
Jones John Philip
|
| Titolo: |
Fables, fashions, and facts about advertising [[electronic resource] ] : a study of 28 enduring myths / / John Philip Jones
|
| Pubblicazione: | Thousand Oaks, Calif. ; ; London, : SAGE, c2004 |
| Descrizione fisica: | 1 online resource (xvii, 310 p.) |
| Disciplina: | 659.1 |
| Soggetto topico: | Advertising |
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references (p. 245-251) and index. |
| Nota di contenuto: | 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 | |
| Sommario/riassunto: | Helping 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. |
| Titolo autorizzato: | Fables, fashions, and facts about advertising |
| ISBN: | 1-4522-3683-6 |
| 1-4522-0461-6 | |
| 1-4522-2209-6 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910813321103321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |