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Fables, fashions, and facts about advertising [[electronic resource] ] : a study of 28 enduring myths / / John Philip Jones
| Fables, fashions, and facts about advertising [[electronic resource] ] : a study of 28 enduring myths / / John Philip Jones |
| Autore | Jones John Philip |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2004 |
| Descrizione fisica | 1 online resource (329 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Industrial publicity |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-4522-0461-6
1-4522-2209-6 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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 |
| Record Nr. | UNINA-9910480787703321 |
Jones John Philip
|
||
| Thousand Oaks, Calif. ; ; London, : SAGE, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fables, fashions, and facts about advertising [[electronic resource] ] : a study of 28 enduring myths / / John Philip Jones
| Fables, fashions, and facts about advertising [[electronic resource] ] : a study of 28 enduring myths / / John Philip Jones |
| Autore | Jones John Philip |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2004 |
| Descrizione fisica | 1 online resource (xvii, 310 p.) |
| Disciplina | 659.1 |
| Soggetto topico | Advertising |
| ISBN |
1-4522-3683-6
1-4522-0461-6 1-4522-2209-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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 |
| Record Nr. | UNINA-9910779128803321 |
|
Jones John Philip
|
||
| Thousand Oaks, Calif. ; ; London, : SAGE, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fables, fashions, and facts about advertising : a study of 28 enduring myths / / John Philip Jones
| Fables, fashions, and facts about advertising : a study of 28 enduring myths / / John Philip Jones |
| Autore | Jones John Philip |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : Sage, c2004 |
| Descrizione fisica | 1 online resource (xvii, 310 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Industrial publicity |
| ISBN |
1-4522-3683-6
1-4522-0461-6 1-4522-2209-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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 |
| Record Nr. | UNINA-9910813321103321 |
|
Jones John Philip
|
||
| Thousand Oaks, Calif. ; ; London, : Sage, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones
| How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones |
| Autore | Jones John Philip |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
| Descrizione fisica | 1 online resource (407 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
REFERENCE
Consumer Guides Advertising - Brand name products Brand name products Commerce Business & Economics Advertising |
| ISBN |
1-4522-3139-7
0-7619-1242-8 1-4522-6755-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910481036503321 |
|
Jones John Philip
|
||
| Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The ultimate secrets of advertising / / by John Philip Jones
| The ultimate secrets of advertising / / by John Philip Jones |
| Autore | Jones John Philip |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Thousand Oaks, Calif, : Sage Publications, c2002 |
| Descrizione fisica | 1 online resource (xxvi, 224 p.) : ill |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Advertising agencies |
| ISBN |
1-4522-2936-8
0-7619-2243-1 1-4522-6270-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Half title page; Title page; Copyright page; Dedication; Contents; Epigraph; List of Tables and Figures; Foreword: Red Threads; Acknowledgments; Chapter 1 - Big Ideas and Good Ideas; Chapter 2 - Passing Through the Gate; Chapter 3 - Getting It Right the First Time; Chapter 4 - Repetition, Competition, and the Growth (or Decline) of Brands; Chapter 5 - Keeping the Brand in the Window; Chapter 6 - The Bridge to the Long Term; Chapter 7 - A First Measure of Long-Term Effects; Chapter 8 - The Depth of Advertising's Long-Term Effects
Chapter 9 - Can Doses of Advertising Produce Doses of Profit?Chapter 10 - Frozen Effects Versus Continuous Effects: Snapshots Versus Movies; Appendix A: Tracking Studies; Appendix B: Alternative Systems for Measuring Long-Term Effects; Index; About the Author |
| Record Nr. | UNINA-9910806936003321 |
|
Jones John Philip
|
||
| Thousand Oaks, Calif, : Sage Publications, c2002 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones
| The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones |
| Autore | Jones John Philip |
| Pubbl/distr/stampa | London, : SAGE, c2001 |
| Descrizione fisica | 1 online resource (254 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Advertising agencies |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-4522-2936-8
0-7619-2243-1 1-4522-6270-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Half title page; Title page; Copyright page; Dedication; Contents; Epigraph; List of Tables and Figures; Foreword: Red Threads; Acknowledgments; Chapter 1 - Big Ideas and Good Ideas; Chapter 2 - Passing Through the Gate; Chapter 3 - Getting It Right the First Time; Chapter 4 - Repetition, Competition, and the Growth (or Decline) of Brands; Chapter 5 - Keeping the Brand in the Window; Chapter 6 - The Bridge to the Long Term; Chapter 7 - A First Measure of Long-Term Effects; Chapter 8 - The Depth of Advertising's Long-Term Effects
Chapter 9 - Can Doses of Advertising Produce Doses of Profit?Chapter 10 - Frozen Effects Versus Continuous Effects: Snapshots Versus Movies; Appendix A: Tracking Studies; Appendix B: Alternative Systems for Measuring Long-Term Effects; Index; About the Author |
| Record Nr. | UNINA-9910480852803321 |
|
Jones John Philip
|
||
| London, : SAGE, c2001 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones
| The ultimate secrets of advertising [[electronic resource] /] / John Philip Jones |
| Autore | Jones John Philip |
| Pubbl/distr/stampa | London, : SAGE, c2001 |
| Descrizione fisica | 1 online resource (xxvi, 224 p.) : ill |
| Disciplina | 659.1 |
| Soggetto topico | Advertising - Rate of return |
| ISBN |
1-4522-2936-8
0-7619-2243-1 1-4522-6270-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Half title page; Title page; Copyright page; Dedication; Contents; Epigraph; List of Tables and Figures; Foreword: Red Threads; Acknowledgments; Chapter 1 - Big Ideas and Good Ideas; Chapter 2 - Passing Through the Gate; Chapter 3 - Getting It Right the First Time; Chapter 4 - Repetition, Competition, and the Growth (or Decline) of Brands; Chapter 5 - Keeping the Brand in the Window; Chapter 6 - The Bridge to the Long Term; Chapter 7 - A First Measure of Long-Term Effects; Chapter 8 - The Depth of Advertising's Long-Term Effects
Chapter 9 - Can Doses of Advertising Produce Doses of Profit?Chapter 10 - Frozen Effects Versus Continuous Effects: Snapshots Versus Movies; Appendix A: Tracking Studies; Appendix B: Alternative Systems for Measuring Long-Term Effects; Index; About the Author |
| Record Nr. | UNINA-9910779127803321 |
|
Jones John Philip
|
||
| London, : SAGE, c2001 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater
| What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater |
| Autore | Jones John Philip |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2015 |
| Descrizione fisica | 1 online resource (334 p.) |
| Disciplina | 658.8/343 |
| Altri autori (Persone) | SlaterJan |
| Soggetto topico |
Advertising
Brand name products |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-315-69820-X
1-317-45215-1 1-280-91218-9 9786610912186 0-7656-2170-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; List of Tables and Figures; Foreword: Advertising and Brand Planning; 1 Introduction; 2 Brands: What They Are and Why They Emerged; 3 Factors That Shape a Brand During Its Conception and Birth; 4 Factors That Shape a Brand During Its Growth and Maturity; 5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building
11 From Advertising Strategy to Advertising Campaign12 How to Develop and Expose Better Advertising; Index |
| Record Nr. | UNINA-9910457717603321 |
|
Jones John Philip
|
||
| London ; ; New York : , : Routledge, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater
| What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater |
| Autore | Jones John Philip |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2015 |
| Descrizione fisica | 1 online resource (334 p.) |
| Disciplina | 658.8/343 |
| Altri autori (Persone) | SlaterJan |
| Soggetto topico |
Advertising
Brand name products |
| ISBN |
1-317-45214-3
1-315-69820-X 1-317-45215-1 1-280-91218-9 9786610912186 0-7656-2170-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; List of Tables and Figures; Foreword: Advertising and Brand Planning; 1 Introduction; 2 Brands: What They Are and Why They Emerged; 3 Factors That Shape a Brand During Its Conception and Birth; 4 Factors That Shape a Brand During Its Growth and Maturity; 5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building
11 From Advertising Strategy to Advertising Campaign12 How to Develop and Expose Better Advertising; Index |
| Record Nr. | UNINA-9910784468903321 |
|
Jones John Philip
|
||
| London ; ; New York : , : Routledge, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
What's in a name? : advertising and the concept of brands / / by John Philip Jones and Jan S. Slater
| What's in a name? : advertising and the concept of brands / / by John Philip Jones and Jan S. Slater |
| Autore | Jones John Philip |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Armonk, N.Y., : M.E. Sharpe, c2003 |
| Descrizione fisica | 1 online resource (334 p.) |
| Disciplina | 658.8/343 |
| Altri autori (Persone) | SlaterJan |
| Soggetto topico |
Advertising
Brand name products |
| ISBN |
1-317-45214-3
1-315-69820-X 1-317-45215-1 1-280-91218-9 9786610912186 0-7656-2170-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; List of Tables and Figures; Foreword: Advertising and Brand Planning; 1 Introduction; 2 Brands: What They Are and Why They Emerged; 3 Factors That Shape a Brand During Its Conception and Birth; 4 Factors That Shape a Brand During Its Growth and Maturity; 5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building
11 From Advertising Strategy to Advertising Campaign12 How to Develop and Expose Better Advertising; Index |
| Record Nr. | UNINA-9910819498303321 |
|
Jones John Philip
|
||
| Armonk, N.Y., : M.E. Sharpe, c2003 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
