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...
| Основен автор: | Jones, John Philip. |
|---|---|
| Формат: | Електронен |
| Език: | English |
| Публикувано: |
Thousand Oaks, Calif. :
Sage Publications,
℗♭2004.
|
| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=467095 |
| Подобни документи: |
Print version::
Fables, fashions, and facts about advertising. |
Съдържание:
- 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.