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The economics of advertising [[electronic resource]] / F. W. Taylor
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  
London ; ; New York, : Routledge, c1934
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
The economics of advertising [[electronic resource]] / F. W. Taylor
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  
London ; ; New York, : Routledge, c1934
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Effective advertising [[electronic resource] ] : understanding when, how, and why advertising works / / Gerard J. Tellis
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->  
Thousand Oaks, Calif. ; ; London, : SAGE, c2004
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Effective advertising [[electronic resource] ] : understanding when, how, and why advertising works / / Gerard J. Tellis
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->  
Thousand Oaks, Calif. ; ; London, : SAGE, c2004
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
El lenguaje de la publicidad / Antonio Ferraz Martinez
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  
Madrid, : Arco Libros, 2004
Materiale a stampa
Lo trovi qui: Univ. L'Orientale
Opac: Controlla la disponibilità qui
Elementi di economia e tecnica della pubblicità / Edoardo T. Brioschi
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  
Milano : Vita e pensiero, 1984-85
Materiale a stampa
Lo trovi qui: Univ. Parthenope
Opac: Controlla la disponibilità qui
Elementi di economia e tecnica della pubblicità / Edoardo T. Brioschi
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.  
Milano : Vita e pensiero, c1984
Materiale a stampa
Lo trovi qui: Univ. di Salerno
Opac: Controlla la disponibilità qui
English in advertising : a linguistic study of advertising in Great Britain / Geoffrey N. Leech
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.  
London, : Longman, 1966 ( (3a rist. 1972)
Materiale a stampa
Lo trovi qui: Univ. L'Orientale
Opac: Controlla la disponibilità qui
Envisioning collaboration : group verbal-visual composing in a system of creativity / / Geoffrey A. Cross
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.  
London : , : Routledge, , 2017
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Envisioning collaboration : group verbal-visual composing in a system of creativity / / Geoffrey A. Cross
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.  
London : , : Routledge, , 2017
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui