Cantitate/Preț
Produs

Fables, Fashions, and Facts About Advertising: A Study of 28 Enduring Myths

De (autor)
Notă GoodReads:
en Limba Engleză Paperback – 21 Jan 2004
`The book makes an interesting and substantive contribution to the field of advertising directly, and also to the entire field of marketing communications or promotion. John Philip Jones presents a new and informed perspective that supports and underpins the need for advertising that works rather than emotive rhetoric that obscures its purpose and function' - Philip J Kitchen, University of Hull

`This is a much needed text that puts misinformation to rest with strong evidence to disprove it. Most texts simply show how ads are developed, media plans are implemented, and lots of beautiful advertisements. This book shows how advertising can be and should be effective' - Jan S Slater, Ohio University
The workings of advertising have always remained a bit of a mystery; until about 1960 virtually nothing of the effectiveness of advertising was known. There was even some doubt about whether advertising worked at all. In the absence of facts, theories were developed up to fill the vacuum. These were soon developed into doctrines, which became widely followed—fables that became fashions. Not many of these theories were ever subjected to harsh scrutiny based on factual knowledge, mainly because there was not much factual knowledge available until recently.
Unlike most other advertising textbooks, Fables, Fashions, and Facts About Advertising is not written as a `how to' text, or as a vehicle for war stories, or as a sales pitch. Instead, it is a book that concentrates solely on describing how advertising works. Written to be accessible to the general public with little or no experience studying advertising, it makes the scholarship of an internationally renowned figure accessible to students taking beginning advertising courses.
Citește tot Restrânge
Toate formatele și edițiile
Toate formatele și edițiile Preț Express
Paperback (1) 32420 lei  Economic 42-47 zile +8409 lei  20-28 zile
  SAGE Publications – 21 Jan 2004 32420 lei  Economic 42-47 zile +8409 lei  20-28 zile
Electronic book text (1) 35650 lei  Economic 21-26 zile
  SAGE Publications – 03 Jul 2012 35650 lei  Economic 21-26 zile

Preț: 32420 lei

Preț vechi: 36585 lei
-11%

Puncte Express: 486

Preț estimativ în valută:
6275 7450$ 5341£

Carte tipărită la comandă

Livrare economică 10-15 septembrie
Livrare express 19-27 august pentru 9408 lei

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780761927990
ISBN-10: 0761927999
Pagini: 328
Dimensiuni: 152 x 229 x 18 mm
Greutate: 0.45 kg
Ediția: New.
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării: Thousand Oaks, United States

Recenzii

"The book makes aninteresting and substantive contribution to the field of advertising directly,and also to the entire field of marketing communications or promotion. JohnPhilip Jones presents a new and informed perspective that supports andunderpins the need for advertising that works rather than emotive rhetoric thatobscures its purpose and function."

"This is a much neededtext that puts misinformation to rest with strong evidence to disprove it. Mosttexts simply show how ads are developed, media plans are implemented, and lotsof beautiful advertisements. This book shows how advertising can be and shouldbe effective."

Cuprins

Epigraph
Foreword
Acknowledgments
Advertising's Relationship to Business Generally and the Consumer
Chapter 1Why Advertisers Advertise
Commonsense and Its Pitfalls
Consumer Orientation
One Voice, Many Voices
Chapter 2Overpromise and Underdelivery
Advertising and the Consumer
Advertising and the Amateur Experts
The Role of Habit
Chapter 3Added Values
Products and Brands
Functionality
Added Values - The Result of Planning or Coincidence?
A Lesson from Economics
Longevity
Advertising Strategy and the Difficulty of Locating Target Consumers: The Development of Creative Ideas; and Facts About How Much Advertising Produces an Effect
Chapter 4"Why Exactly Am I Spending All This Money?
Ends and Means
Sources of Business
Knitting Together a Brand's Strategy
Chapter 5How Many Fish Are There in the Pool? And Where Are They?
Mass Marketing - and the Search for Precision
The Reality of the Marketplace
Where Are the Fish Swimming in the Pool?
Chapter 6The Advertising Imagination
Advertising's Patchy Performance
The Causes of the Trouble
"Bisociation"
Two Grab Bags
The Locked Strong Box
Chapter 7Bursting the Dam Wall
The Imaginary Dam
Measuring How Advertising Produces Sales
The Effect of Increased Pressure
Are Diminishing Returns Universal?
Advertising Investments, Promotional Expenditures, Media Strategy and Media Tactics
Chapter 8 Overspending and Underspending
"Gut" Feel, Opportunism, Extravagance
Spending What a Firm Can Afford
Fact-Based Judgment
A Balancing Act
Chapter 9 Margins and How to Slice Into Them
The Pipeline
Pull Gives Way to Push
The Balance Tips Below the Line
Why Many Manufacturers Like Promotions - and Why They Are Usually Misled
Chapter 10Fishing in Different Parts of the Pool
A Branch of Show Business
Do Media That Attract the Most Advertising Dollars Have the Greatest Horsepower to Produce Sales?
Does Television Reach All the Fish in the Pool?
Chapter 11Regularity and Frequency
Media Planning: Fashions and Anachronisms
Two Traps for the Unwary
The State of the Media Art
How Advertising Works
Chapter 12The Gatekeeper
Market Research: Transparency and Opacity
Good Cooks Make Biryani
Two Very Different Theories
Chapter 13The Main Source of a Manufacturer's Profit
Lessons from a Visit to a Supermarket
Added Values - What Advertising Contributes
Researching Advertising - Before and After It Is Run
Chapter 14Looking Before You Leap
Research and the Creative Process
The Emergence of the Focus Group
A Last-Minute Health Check
Chapter 15Consumer Perceptions - and the Cash Register
Why Do Advertisers Track Consumer Perceptions?
Consumer Perceptions of Advertising
Consumer Perceptions of Brands
A Footnote on Sales Promotions
Chapter 16Wheels and Their Reinvention
An Abandoned Heritage
Is Direct Response an Exclusively Specialist Technique?
IMC - Does It Have a Promising Future Behind It?
How Advertising Is Managed
Chapter 17The Global Village
Different Tribes
A Brand's Position on Its Competitive
The Role of the Advertising Agency
Chapter 18The Cinderella of Business
Advertising and the CEO - a Faded Relationship
Two Cultures
The Straitjacket
Does Advertising Matter?
Chapter 19Volcanoes and Their Extinction
A Fascinating and Rather Sinister Business
Agencies on the Big Board Three Items for an Advertising Agencies on the Big Board Three Items for an Advertising Agencies on the Big Board
Three Items for an Advertising Agency's Agenda
Sources of Information
Chapter 20The Expanding Universe of Information
A Small Corpus of Valuable Literature
Chapters and Sources
Bibliography
Glossary
About the Author