TY  - BOOK
AU  - Philip Jones,John
TI  - Fables, fashions, and facts about advertising: a study of 28 enduring myths 
SN  - 0761927999
PY  - 2004///
CY  - Londres
PB  - Sage Publications
KW  - Publicitat
N1  - Advertising's relationship to business generally and to the consumer : Why advertisers advertise ; Common sense and its pitfalls ; Consumer orientation ; One voice, many voices : Overpromise and underdelivery ; Advertising and the consumer ; Advertising and the amateur experts ; The role of habit : Added values ; Products and brands ; Functionality ; Added values - the result of planning or coincidence ; A lesson from economics ; Longevity -- Advertising strategy and the difficulty of locating target consumers, the development of creative ideas, and facts about how much advertising produces an effect : "Why exactly am i spending all this money?" ; Ends and means ; Sources of business ; Knitting together a brand's strategy : How many fish are there in the pool? And where are they? ; Mass marketing - and the search for precision ; The reality of the marketplace ; Where are the fish swimming in the pool? : The advertising imagination ; Adversiting's patchy performance ; The causes of the trouble ; "Bisociation" ; Two grab bags ; The lockes strongbox : Bursting the dam wall ; The imaginary dam ; Measuting how advertising produces sales ; The effect of increased pressure ; Are diminishing returns universal? -- Advertising investments, promotional expenditures, media strategy and media tactics : Overspending and underspending ; "Gut" feel, opportunism, extravagance ; Spending what a firm can afford ; Fact-based judgment ; A balancing act : Margins and how to slice into them ; The pipeline ; Pull gives way to push ; The balance tips below the line ; Why many manufacturers like promotions - and why they are usually misled : Fishing in different parts of the pool ; A branch of show business ; Do media that attract the most advertising dollars have the greatest horsepower to produce sales? ; Does television reach all the fish in the pool? ; Where does this all leave the perplexed advertiser? : Regularity and frequency ; Media planning: Fashions and anachronisms ; Two traps for the unwary ; The state of the media art -- How advertising works : The gatekeeper ; Market research: transparency and opacity ; Good cook make biryani ; Two very different theories : The main sourceof a manufacturer's profit ; Lessons from a visit to a supermarket ; Added values - what advertising contributes -- Research advertising - before and after it is run : Looking before you leap ; Research and the creative process ; The emergence of the focus group ; A last-minute health check : Consumer perceptions - and the cash register ; Why do advertisers track consumer perceptions? ; Consumer perceptions of advertising ; Consumer perceptions of brands ; A footnote on sales promotions : Wheels and their reinvention ; An abandoned heritage ; Is direct response an exclusively specialist technique? ; IMC - does it have a promising future behind it? -- How advertisig is managed : The global village ; How manufacturers view international business ; Different tribes ; A brand's position on its competitive map ; the role of the advertising agency : The cinderella of business ; Advertising and the CEO - a faded relationship ; Two cultures ; The straitjacket ; Does advertising matter? : Volcanoes and their extinction ; A fascinating and rather sinister business ; Agencies on the big board ; Three items for an advertising agency's agenda -- Sources of information : The expanding universe of information ; A small corpus of valuable literature ; Chapters and sources
ER  -