Fables, fashions, and facts about advertising: a study of 28 enduring myths
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Thousand Oaks, Calif.
Sage Publications
c2004
|
| Subjects: | |
| Online Access: | Volltext |
| Item Description: | Includes bibliographical references (p. 245-251) and index Why advertisers advertise -- Overpromise and underdelivery -- Added values -- "Why exactly am I spending all this money?" -- How many fish are there in the pool? -- The advertising imagination -- Bursting the dam wall -- Overspending and underspending -- Margins and how to slice into them -- Fishing in different parts of the pool -- Regularity and frequency -- The gatekeeper -- The main source of manufacturer's profit -- Looking before you leap -- Consumer perceptions and the cash register -- Wheels and their reinvention -- The global village -- The Cinderella of business -- Volcanoes and their extinction -- The expanding universe of information "Fables, Fashions, and Facts About Advertising is ideal as a core or supplemental text for courses in marketing communication, journalism, and related disciplines. This volume should also be useful to the tens-of-thousands of business people whose careers are directly or indirectly concerned with advertising."--BOOK JACKET. |
| Physical Description: | 1 Online-Ressource (xvii, 310 p.) |
| ISBN: | 9781452222097 1452222096 0761927999 9780761927990 |
Staff View
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Record in the Search Index
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| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV042965783 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:13:57Z |
| institution | BVB |
| isbn | 9781452222097 1452222096 0761927999 9780761927990 |
| language | English |
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| spelling | Jones, John Philip Verfasser aut Fables, fashions, and facts about advertising a study of 28 enduring myths John Philip Jones Thousand Oaks, Calif. Sage Publications c2004 1 Online-Ressource (xvii, 310 p.) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references (p. 245-251) and index Why advertisers advertise -- Overpromise and underdelivery -- Added values -- "Why exactly am I spending all this money?" -- How many fish are there in the pool? -- The advertising imagination -- Bursting the dam wall -- Overspending and underspending -- Margins and how to slice into them -- Fishing in different parts of the pool -- Regularity and frequency -- The gatekeeper -- The main source of manufacturer's profit -- Looking before you leap -- Consumer perceptions and the cash register -- Wheels and their reinvention -- The global village -- The Cinderella of business -- Volcanoes and their extinction -- The expanding universe of information "Fables, Fashions, and Facts About Advertising is ideal as a core or supplemental text for courses in marketing communication, journalism, and related disciplines. This volume should also be useful to the tens-of-thousands of business people whose careers are directly or indirectly concerned with advertising."--BOOK JACKET. Reclame gtt Publicité Publicité rasuqam BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Wirtschaft Advertising Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s 1\p DE-604 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=467095 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Jones, John Philip Fables, fashions, and facts about advertising a study of 28 enduring myths Reclame gtt Publicité Publicité rasuqam BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Wirtschaft Advertising Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | Fables, fashions, and facts about advertising a study of 28 enduring myths |
| title_auth | Fables, fashions, and facts about advertising a study of 28 enduring myths |
| title_exact_search | Fables, fashions, and facts about advertising a study of 28 enduring myths |
| title_full | Fables, fashions, and facts about advertising a study of 28 enduring myths John Philip Jones |
| title_fullStr | Fables, fashions, and facts about advertising a study of 28 enduring myths John Philip Jones |
| title_full_unstemmed | Fables, fashions, and facts about advertising a study of 28 enduring myths John Philip Jones |
| title_short | Fables, fashions, and facts about advertising |
| title_sort | fables fashions and facts about advertising a study of 28 enduring myths |
| title_sub | a study of 28 enduring myths |
| topic | Reclame gtt Publicité Publicité rasuqam BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Wirtschaft Advertising Werbung (DE-588)4065541-6 gnd |
| topic_facet | Reclame Publicité BUSINESS & ECONOMICS / Advertising & Promotion Advertising Wirtschaft Werbung |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=467095 |
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