Beteiligte: | |
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veröffentlicht: | Thousand Oaks : SAGE Publications, Incorporated, 2003. ©2004. |
Medientyp: | Buch, E-Book |
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Umfang: | 1 online resource (329 pages) |
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ISBN: |
9781452222097
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Ausgabe: | 1st ed. |
Sprache: | Englisch |
Schlagwörter: | |
Print version:: | Jones, John Philip, Fables, Fashions, and Facts about Advertising, Thousand Oaks : SAGE Publications, Incorporated,c2003 |
Kollektion: | E-Books adlr |
John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate advertising "fables" and "fashions," and also to study the facts. He uses the latest trends and cutting-edge research to illustrate their occasional incompleteness, inadequacy, and in some cases total wrongheadedness. Each chapter then attempts to describe one aspect of how advertising really works. 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. |
Cover Contents Epigraph Preface Acknowledgments Part I - Advertising's Relationship to Business Generally and to the Consumer Chapter 1 - Why Advertisers Advertise Chapter 2 - Overpromise and Underdelivery Chapter 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 Chapter 4 - "Why Exactly Am I Spending All This Money? Chapter 5 - How Many Fish Are There in the Pool? And Where Are They? Chapter 6 - The Advertising Imagination Chapter 7 - Bursting the Dam Wall Part III - Advertising Investments, Promotional Expenditures, Media Strategy, and Media Tactics Chapter 8 - Overspending and Underspending Chapter 9 - Margins and How to Slice Into Them Chapter 10 - Fishing in Different Parts of the Pool Chapter 11 - Regularity and Frequency Part IV - How Advertising Works Chapter 12 - The Gatekeeper Chapter 13 - The Main Source of a Manufacturer's Profit Part V - Researching Advertising-Before and After It Is Run Chapter 14 - Looking Before You Leap Chapter 15 - Consumer Perceptions-and the Cash Register Chapter 16 - Wheels and Their Reinvention Part VI - How Advertising Is Managed Chapter 17 - The Global Village Chapter 18 - The Cinderella of Business Chapter 19 - Volcanoes and Their Extinction Part VII - Sources of Information Chapter 20 - The Expanding Universe of Information Bibliography Glossary Index About the Author. |