Fables, fashions, and facts about advertising :: a study of 28 enduring myths /
"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 wi...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif. :
Sage Publications,
©2004.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "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."--Jacket |
| Beschreibung: | 1 online resource (xvii, 310 pages) |
| Bibliographie: | Includes bibliographical references (pages 245-251) and index. |
| ISBN: | 9781452222097 1452222096 9781452204611 1452204616 |
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| contents | 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. |
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| dewey-ones | 659 - Advertising and public relations |
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| id | ZDB-4-EBU-ocn804847825 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-16T15:03:51Z |
| institution | BVB |
| isbn | 9781452222097 1452222096 9781452204611 1452204616 |
| language | English |
| oclc_num | 804847825 |
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| spelling | Jones, John Philip. Fables, fashions, and facts about advertising : a study of 28 enduring myths / John Philip Jones. Thousand Oaks, Calif. : Sage Publications, ©2004. 1 online resource (xvii, 310 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references (pages 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."--Jacket Print version record. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising. Publicité. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Reclame. gtt Publicité rasuqam Print version: Jones, John Philip. Fables, fashions, and facts about advertising. Thousand Oaks, Calif. : Sage Publications, ©2004 0761927999 (DLC) 2003013582 (OCoLC)52430784 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=467095 Volltext |
| spellingShingle | Jones, John Philip Fables, fashions, and facts about advertising : a study of 28 enduring myths / 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. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising. Publicité. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Reclame. gtt Publicité rasuqam |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001086 |
| 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 | Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising. Publicité. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Reclame. gtt Publicité rasuqam |
| topic_facet | Advertising. Publicité. advertising. BUSINESS & ECONOMICS Advertising & Promotion. Advertising Reclame. Publicité |
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