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catalog abstract "Forty-seven essays by A.J. Toynbee, John Kenneth Gilbraith, Henry Steele Commager and others. "Creativity based on facts" by Ernest Dichter and The dilemma of creative advertising" by Alfred Politz deal with creativity in advertising. "A brief history of printing and paper" offers a brief survey of some of the processes used in the production of advertisements; it invites exploration of the influence of the printed work on our civilization.".
catalog contributor b6318191.
catalog contributor b6318192.
catalog contributor b6318193.
catalog created "[1969, c1970]".
catalog date "1969".
catalog date "[1969, c1970]".
catalog dateCopyrighted "[1969, c1970]".
catalog description "Bibliographical footnotes.".
catalog description "Forty-seven essays by A.J. Toynbee, John Kenneth Gilbraith, Henry Steele Commager and others. "Creativity based on facts" by Ernest Dichter and The dilemma of creative advertising" by Alfred Politz deal with creativity in advertising. "A brief history of printing and paper" offers a brief survey of some of the processes used in the production of advertisements; it invites exploration of the influence of the printed work on our civilization.".
catalog description "Freedom of Information in the Marketplace / Herbert R. Mayes -- America and the World Revolution / A.J. Toynbee -- Advertising and Sociel Values / Thomas A. Petit & Alan Zakon -- The Economic Theory of Advertising / John Kenneth Galbraith -- The Square Revolution / John Crichton -- What to do About Advertising / Ernest Van Den Haag -- The American Mind / Henry Steele Commager -- Advertising and Competition / Jules Backman -- The Role of Competitive Advertising / Otto Kleppner -- Challenges of Advertising / Alexander B. Trowbridge -- Ma Bell a Swinger / Philip H. Dougherty -- Advertisting: A Problem in Industrial Dynamics / Jay W. Forrester -- Strategy in Advertising / Leo Bogart -- How to Get Salemen Through the Doorway / Business Week -- The Management of Promotion / Edward L. Brink & William T. Kelley -- When you Move into a Fluid and Growing Industry / T.J. Miller --".
catalog description "Richard P. Jones -- Is it Time to Discard the Audience Concept? / Leo Bogart -- How to Find Your Way Through the Treacherous Testing Maze / Stanley Rapp -- Protect your Trademark by Proper Usage / Sidney A. Diamond -- Anatomy of a New Trademark / Robert W. Sarnoff -- The Power of Proper Packaging / Business Week -- A Premium User's Nightmare / ANNY -- Why Business is Spending Millions to Learn How Customers Behave / Business Week -- Yes, Virginia, Research Helps Make Better Advertisements / Howard L. Gordon -- How GM Measures ad Effectiveness / Gail Smith -- Order in the Data / William D. Wells -- The New Breed in Media: The Product Manager / Media Decisions -- What the Industrial Advertising Man Must Know / N.Y. Times -- A Conceptual Framework for Ad Agency Compensation / William R. King -- Agency Presidents View the Next Ten Years / Television Age -- The Last Frontier / Norman E. Cash.".
catalog description "The Effect of Social Stratification on Market Behavior / Kim B. Rotzoll -- Listing and Classifying Learned Motives / Bernard Berelson & Gary A. Steiner -- Uses of Sociology in Studying "Consumption" Behavior / Charles Y. Glock & Francesco M. Nicosia -- Psychological Factors in Predicting Product Choice / Ralph Westfall -- Are Awareness, Attitude and Behavior Related? / Roger Barton -- Some Things Can't Be Planed / William Bernbach -- Reality in Advertising / Rosser Reeves -- Keep Listening to that Wee Small Voice / Leo Burnett -- Creativity Based on Facts / Ernest Dichter -- The Dilemma of Creativity in Advertising / Alfred Politz -- A Brief History of Printing and Paper / International Paper Co. -- How Media are selected / Sam B. Vitt -- What is a Market? / Jack Z. Sissors -- How Can the Advertising Dollar Work Harder? / Dik Warren Twedt -- Awareness Change in TV / Robert M. Hoffman -- Quite Revolution in Media Planning /".
catalog extent "viii, 328 p.".
catalog hasFormat "Exploring advertising.".
catalog identifier "0132960206".
catalog isFormatOf "Exploring advertising.".
catalog issued "1969".
catalog issued "[1969, c1970]".
catalog language "eng".
catalog publisher "Englewood Cliffs, N.J., Prentice-Hall".
catalog relation "Exploring advertising.".
catalog spatial "United States.".
catalog subject "659.1/08".
catalog subject "Advertising United States.".
catalog subject "Advertising.".
catalog subject "HF5823 .K4514".
catalog tableOfContents "Freedom of Information in the Marketplace / Herbert R. Mayes -- America and the World Revolution / A.J. Toynbee -- Advertising and Sociel Values / Thomas A. Petit & Alan Zakon -- The Economic Theory of Advertising / John Kenneth Galbraith -- The Square Revolution / John Crichton -- What to do About Advertising / Ernest Van Den Haag -- The American Mind / Henry Steele Commager -- Advertising and Competition / Jules Backman -- The Role of Competitive Advertising / Otto Kleppner -- Challenges of Advertising / Alexander B. Trowbridge -- Ma Bell a Swinger / Philip H. Dougherty -- Advertisting: A Problem in Industrial Dynamics / Jay W. Forrester -- Strategy in Advertising / Leo Bogart -- How to Get Salemen Through the Doorway / Business Week -- The Management of Promotion / Edward L. Brink & William T. Kelley -- When you Move into a Fluid and Growing Industry / T.J. Miller --".
catalog tableOfContents "Richard P. Jones -- Is it Time to Discard the Audience Concept? / Leo Bogart -- How to Find Your Way Through the Treacherous Testing Maze / Stanley Rapp -- Protect your Trademark by Proper Usage / Sidney A. Diamond -- Anatomy of a New Trademark / Robert W. Sarnoff -- The Power of Proper Packaging / Business Week -- A Premium User's Nightmare / ANNY -- Why Business is Spending Millions to Learn How Customers Behave / Business Week -- Yes, Virginia, Research Helps Make Better Advertisements / Howard L. Gordon -- How GM Measures ad Effectiveness / Gail Smith -- Order in the Data / William D. Wells -- The New Breed in Media: The Product Manager / Media Decisions -- What the Industrial Advertising Man Must Know / N.Y. Times -- A Conceptual Framework for Ad Agency Compensation / William R. King -- Agency Presidents View the Next Ten Years / Television Age -- The Last Frontier / Norman E. Cash.".
catalog tableOfContents "The Effect of Social Stratification on Market Behavior / Kim B. Rotzoll -- Listing and Classifying Learned Motives / Bernard Berelson & Gary A. Steiner -- Uses of Sociology in Studying "Consumption" Behavior / Charles Y. Glock & Francesco M. Nicosia -- Psychological Factors in Predicting Product Choice / Ralph Westfall -- Are Awareness, Attitude and Behavior Related? / Roger Barton -- Some Things Can't Be Planed / William Bernbach -- Reality in Advertising / Rosser Reeves -- Keep Listening to that Wee Small Voice / Leo Burnett -- Creativity Based on Facts / Ernest Dichter -- The Dilemma of Creativity in Advertising / Alfred Politz -- A Brief History of Printing and Paper / International Paper Co. -- How Media are selected / Sam B. Vitt -- What is a Market? / Jack Z. Sissors -- How Can the Advertising Dollar Work Harder? / Dik Warren Twedt -- Awareness Change in TV / Robert M. Hoffman -- Quite Revolution in Media Planning /".
catalog title "Exploring advertising. Edited by Otto Kleppner [and] Irving Settel.".
catalog type "text".