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- catalog abstract ""Fables, Fashions, and Facts About Advertising is ideal as a core or supplemental text for courses in marketing communication, journalism, and related disciplines. This volume should also be useful to the tens-of-thousands of business people whose careers are directly or indirectly concerned with advertising."--Jacket.".
- catalog contributor b13312158.
- catalog created "c2004.".
- catalog date "2004".
- catalog date "c2004.".
- catalog dateCopyrighted "c2004.".
- catalog description ""Fables, Fashions, and Facts About Advertising is ideal as a core or supplemental text for courses in marketing communication, journalism, and related disciplines. This volume should also be useful to the tens-of-thousands of business people whose careers are directly or indirectly concerned with advertising."--Jacket.".
- catalog description "Includes bibliographical references (p. 245-251) and index.".
- catalog description "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 uderspending -- 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.".
- catalog extent "xvii, 310 p. ;".
- catalog identifier "0761927999 (pbk.)".
- catalog issued "2004".
- catalog issued "c2004.".
- catalog language "eng".
- catalog publisher "Thousand Oaks, Calif. : Sage Publications,".
- catalog subject "659.1 21".
- catalog subject "Advertising.".
- catalog subject "HF5823 .J7172 2004".
- catalog tableOfContents "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 uderspending -- 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.".
- catalog title "Fables, fashions, and facts about advertising : a study of 28 enduring myths / John Philip Jones.".
- catalog type "text".