Fables, fashions, and facts about advertising : a study of 28 enduring myths /: a study of 28 enduring myths. (©2004)

• 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, Calif : Sage Publications
• Publication Date: 2004
• Copyright Date: 2004
• Extent: 1 online resource (xvii, 310 pages)
• Subjects: 659.1; Advertising; Publicité; BUSINESS & ECONOMICS -- Advertising & Promotion; Advertising; Reclame; Publicité; Electronic books
• Languages: English
• ISBNs: 9781452222097; 1452222096; 9781452204611; 1452204616
• Related ISBNs: 0761927999; 9780761927990
• Notes: Note: Includes bibliographical references (pages 245-251) and index.; Note: Print version record.
• 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.