The economics of advertising [[electronic resource]] / F. W. Taylor |
Autore | Taylor F. W |
Pubbl/distr/stampa | London ; ; New York, : Routledge, c1934 |
Descrizione fisica | 1 online resource (255 p.) |
Disciplina | 659.1 |
Collana | Routledge Library Editions: Advertising |
Soggetto topico | Advertising |
Soggetto genere / forma | Electronic books. |
ISBN |
1-136-67042-4
0-203-58229-2 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
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 |
Record Nr. | UNINA-9910462585403321 |
Taylor F. W
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London ; ; New York, : Routledge, c1934 | ||
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Lo trovi qui: Univ. Federico II | ||
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The economics of advertising [[electronic resource]] / F. W. Taylor |
Autore | Taylor F. W |
Pubbl/distr/stampa | London ; ; New York, : Routledge, c1934 |
Descrizione fisica | 1 online resource (255 p.) |
Disciplina | 659.1 |
Collana | Routledge Library Editions: Advertising |
Soggetto topico | Advertising |
Soggetto genere / forma | Electronic books. |
ISBN |
1-136-67049-1
1-136-67042-4 0-203-58229-2 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
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 |
Record Nr. | UNINA-9910537240703321 |
Taylor F. W
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London ; ; New York, : Routledge, c1934 | ||
![]() | ||
Lo trovi qui: Univ. Federico II | ||
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Effective advertising [[electronic resource] ] : understanding when, how, and why advertising works / / Gerard J. Tellis |
Autore | Tellis Gerard J. <1950-> |
Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2004 |
Descrizione fisica | 1 online resource (217 p.) |
Disciplina | 659.1 |
Collana | Marketing for a new century |
Soggetto topico |
Advertising
Consumers - Attitudes |
Soggetto genere / forma | Electronic books. |
ISBN |
1-322-30685-0
1-4522-2937-6 1-4522-6271-3 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Cover; Contents; Part I: Understanding Advertising; 1 - Evaluating Advertising; 2 - Sweet, Secret Workings of Advertising; 3 - A General Theory of Firms' Advertising; 4 - Measures of Advertising's Effectiveness; 5 - Research Designs to Assess Advertising Effectiveness; Part II: Findings From Market Studies: When and How Much Advertising Works; 6 - Market Effects of Advertising Intensity; 7 - Advertising's Dynamic and Content Effects; Part III: Findings From Experimental Studies: How and Why Advertising Works; 8 - Advertising as Persuasion; 9 - Argument in Advertising
10 - Emotion in Advertising11 - Endorsement in Advertising; Index; About the Author |
Record Nr. | UNINA-9910478866003321 |
Tellis Gerard J. <1950->
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Thousand Oaks, Calif. ; ; London, : SAGE, c2004 | ||
![]() | ||
Lo trovi qui: Univ. Federico II | ||
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Effective advertising [[electronic resource] ] : understanding when, how, and why advertising works / / Gerard J. Tellis |
Autore | Tellis Gerard J. <1950-> |
Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2004 |
Descrizione fisica | 1 online resource (203 p.) : ill |
Disciplina | 659.1 |
Collana | Marketing for a new century |
Soggetto topico |
Advertising
Consumers - Attitudes |
ISBN |
1-4522-7674-9
1-322-30685-0 1-4522-2937-6 1-4522-6271-3 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Cover; Contents; Part I: Understanding Advertising; 1 - Evaluating Advertising; 2 - Sweet, Secret Workings of Advertising; 3 - A General Theory of Firms' Advertising; 4 - Measures of Advertising's Effectiveness; 5 - Research Designs to Assess Advertising Effectiveness; Part II: Findings From Market Studies: When and How Much Advertising Works; 6 - Market Effects of Advertising Intensity; 7 - Advertising's Dynamic and Content Effects; Part III: Findings From Experimental Studies: How and Why Advertising Works; 8 - Advertising as Persuasion; 9 - Argument in Advertising
10 - Emotion in Advertising11 - Endorsement in Advertising; Index; About the Author |
Record Nr. | UNINA-9910532986203321 |
Tellis Gerard J. <1950->
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Thousand Oaks, Calif. ; ; London, : SAGE, c2004 | ||
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Lo trovi qui: Univ. Federico II | ||
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El lenguaje de la publicidad / Antonio Ferraz Martinez |
Autore | FERRAZ MARTINEZ, Antonio |
Edizione | [8a edicion] |
Pubbl/distr/stampa | Madrid, : Arco Libros, 2004 |
Descrizione fisica | Madrid : Arco Libros, 2004 |
Disciplina | 659.1(PUBBLICITA') |
Soggetto topico | PUBBLICITA' - Linguaggio |
ISBN | 84-7635-130-5 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | spa |
Record Nr. | UNIOR-UON0302021 |
FERRAZ MARTINEZ, Antonio
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Madrid, : Arco Libros, 2004 | ||
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Lo trovi qui: Univ. L'Orientale | ||
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Elementi di economia e tecnica della pubblicità / Edoardo T. Brioschi |
Autore | Brioschi, Edoardo Teodoro |
Pubbl/distr/stampa | Milano : Vita e pensiero, 1984-85 |
Descrizione fisica | 2 v. ; 24 cm |
Disciplina | 659.1 |
Collana | Testi universitari |
Soggetto non controllato | Pubblicità |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | ita |
Nota di contenuto | 1.: La pubblicità : ottiche di impiego e valutazioni economiche 2.: Dai primordi alla pubblicità moderna |
Record Nr. | UNIPARTHENOPE-000000628 |
Brioschi, Edoardo Teodoro
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Milano : Vita e pensiero, 1984-85 | ||
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Lo trovi qui: Univ. Parthenope | ||
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Elementi di economia e tecnica della pubblicità / Edoardo T. Brioschi |
Autore | BRIOSCHI, Edoardo T. |
Pubbl/distr/stampa | Milano : Vita e pensiero, c1984 |
Descrizione fisica | v. 24 cm |
Disciplina | 659.1 |
Soggetto topico | Pubblicità |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | ita |
Record Nr. | UNISA-990000453570203316 |
BRIOSCHI, Edoardo T.
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Milano : Vita e pensiero, c1984 | ||
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Lo trovi qui: Univ. di Salerno | ||
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English in advertising : a linguistic study of advertising in Great Britain / Geoffrey N. Leech |
Autore | LEECH, Geoffrey N. |
Pubbl/distr/stampa | London, : Longman, 1966 ( (3a rist. 1972) |
Descrizione fisica | xiv, 210 p. ; 22 cm. |
Disciplina | 659.1(PUBBLICITA') |
Soggetto topico |
LINGUAGGIO PUBBLICITARIO - Gran Bretagna
PUBBLICITA' - Gran Bretagna - Linguaggio |
ISBN | 05-8252-202-1 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Record Nr. | UNIOR-UON0203710 |
LEECH, Geoffrey N.
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London, : Longman, 1966 ( (3a rist. 1972) | ||
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Lo trovi qui: Univ. L'Orientale | ||
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Envisioning collaboration : group verbal-visual composing in a system of creativity / / Geoffrey A. Cross |
Autore | Cross Geoffrey A. |
Pubbl/distr/stampa | London : , : Routledge, , 2017 |
Descrizione fisica | 1 online resource (251 p.) |
Disciplina | 659.1 |
Collana | Baywood's technical communications series |
Soggetto topico |
Advertising copy
Communication of technical information Visual communication Creative thinking Teams in the workplace Rhetoric |
Soggetto genere / forma | Electronic books. |
ISBN |
1-315-23241-3
1-351-86798-9 0-89503-453-0 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | Introductory framework and overview -- Ping-pong, part I: collaborative brainstorming of an insight-intensive team -- Ping-pong, part II: development, elaboration, and evaluation of concepts by an insight-intensive team -- "We had one idea that we liked a lot": the invention of a preparation- and evaluation-intensive team -- Less divergence than convergence: analysis of a preparation- and evaluation-intensive team's invention and the end of the hunt -- Collaboration envisioned. |
Record Nr. | UNINA-9910462736903321 |
Cross Geoffrey A.
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London : , : Routledge, , 2017 | ||
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Lo trovi qui: Univ. Federico II | ||
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Envisioning collaboration : group verbal-visual composing in a system of creativity / / Geoffrey A. Cross |
Autore | Cross Geoffrey A. |
Pubbl/distr/stampa | London : , : Routledge, , 2017 |
Descrizione fisica | 1 online resource (251 p.) |
Disciplina | 659.1 |
Collana | Baywood's technical communications series |
Soggetto topico |
Advertising copy
Communication of technical information Visual communication Creative thinking Teams in the workplace Rhetoric |
Soggetto genere / forma | Electronic books. |
ISBN |
1-315-23241-3
1-351-86798-9 0-89503-453-0 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | Introductory framework and overview -- Ping-pong, part I: collaborative brainstorming of an insight-intensive team -- Ping-pong, part II: development, elaboration, and evaluation of concepts by an insight-intensive team -- "We had one idea that we liked a lot": the invention of a preparation- and evaluation-intensive team -- Less divergence than convergence: analysis of a preparation- and evaluation-intensive team's invention and the end of the hunt -- Collaboration envisioned. |
Record Nr. | UNINA-9910532850303321 |
Cross Geoffrey A.
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London : , : Routledge, , 2017 | ||
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Lo trovi qui: Univ. Federico II | ||
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