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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 |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks :
SAGE Publications,
2003.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 049 | |a UAMI | ||
| 100 | 1 | |a Jones, Professor John Philip Philip. | |
| 245 | 1 | 0 | |a Fables, Fashions, and Facts About Advertising : |b a Study of 28 Enduring Myths. |
| 260 | |a Thousand Oaks : |b SAGE Publications, |c 2003. | ||
| 300 | |a 1 online resource (329 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 588 | 0 | |a Print version record. | |
| 520 | |a 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. | ||
| 505 | 0 | |a 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. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Advertising. | |
| 650 | 2 | |a Advertising. | |
| 650 | 6 | |a Publicité. | |
| 650 | 7 | |a advertising. |2 aat | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 1 | 7 | |a Reclame. |2 gtt |
| 650 | 1 | 7 | |a Publicité. |2 rasuqam |
| 758 | |i has work: |a Fables, fashions, and facts about advertising (Text) |1 https://id.oclc.org/worldcat/entity/E39PCY9jDXD4BJkJp4JBwkQH4q |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |z 9780761927990 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=996420 |z Texto completo |
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL996420 | ||
| 994 | |a 92 |b IZTAP | ||