Fables, fashions, and facts about advertising : a study of 28 enduring myths /: a study of 28 enduring myths. (2003)

• Record Type: Book
• Further Information: Note: John Philip Jones.
• Other Names: Jones, John Philip
• 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.
• Publisher Details: Thousand Oaks : SAGE Publications, Inc
• Publication Date: 2003
• Extent: 1 online resource (328 pages)
• Subjects: 659.1; Advertising; Publicité; Advertising; Reclame; Publicité; Publicidad
• Languages: English
• ISBNs: 9781452236834; 1452236836
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.