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Fables, Fashions, and Facts About Advertising : a Study of 28 Enduring Myths.
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 incomp...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks :
SAGE Publications,
2003.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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. |
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| Descripción Física: | 1 online resource (329 pages) |
| ISBN: | 9781452222097 1452222096 9781452236834 1452236836 |