Request Inspection Copy

If you are an Academic or Teacher and wish to consider this book as a prescribed textbook for your course, you may be eligible for a complimentary inspection copy. Please complete this form, including information about your position, campus and course, before adding to cart.

* Required Fields

To complete your Inspection Copy Request you will need to click the Checkout button in the right margin and complete the checkout formalities. You can include Inspection Copies and purchased items in the same shopping cart, see our Inspection Copy terms for further information.

Any Questions? Please email our text Support Team on text@footprint.com.au

Submit

Email this to a friend

* ALL required Fields

Order Inspection Copy

An inspection copy has been added to your shopping cart

Fables, Fashions, and Facts About Advertising: A Study of 28 Enduring Myths

by John Philip Jones SAGE Publications, Inc
Pub Date:
11/2003
ISBN:
9780761927990
Format:
Pbk 328 pages
Price:
AU$143.00 NZ$146.96
Product Status: In Stock Now
add to your cart
Available as eBook
AU$145.00 | NZ$162.61

Other Available Formats:

The workings of advertising have always remained a bit of a mystery; until about 1960 virtually nothing of the effectiveness of advertising was known. There was even some doubt about whether advertising worked at all. In the absence of facts, theories were developed up to fill the vacuum. These were soon developed into doctrines, which became widely followed—fables that became fashions. Not many of these theories were ever subjected to harsh scrutiny based on factual knowledge, mainly because there was not much factual knowledge available until recently.

John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate these advertising ''fables'' and ''fashions,'' and also to study the facts. He uses the patterns and trends revealed by the accumulations of data from cutting-edge research to illustrate the occasional incompleteness, inadequacy, and in some cases total wrongheadedness of these fables and fashions. Each chapter then attempts to describe one aspect of how advertising really works.

Unlike most other advertising textbooks, Fables, Fashions, and Facts About Advertising is not written as a ''how to'' text, or as a vehicle for war stories, or as a sales pitch. Instead, it is a book that concentrates solely on describing how advertising works. Written to be accessible to the general public with little or no experience studying advertising, it makes the scholarship of an internationally renowned figure accessible to students taking beginning advertising courses.

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.

Table of Contents:

Epigraph

Foreword

Acknowledgments

Advertising's Relationship to Business Generally and the Consumer

Chapter 1 Why Advertisers Advertise

Commonsense and Its Pitfalls


Consumer Orientation


One Voice, Many Voices


Chapter 2 Overpromise and Underdelivery

Advertising and the Consumer


Advertising and the Amateur Experts


The Role of Habit


Chapter 3 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

Chapter 4 ''Why Exactly Am I Spending All This Money?

Ends and Means


Sources of Business


Knitting Together a Brand's Strategy


Chapter 5 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?


Chapter 6 The Advertising Imagination

Advertising's Patchy Performance


The Causes of the Trouble


''Bisociation''


Two Grab Bags


The Locked Strong Box


Chapter 7 Bursting the Dam Wall

The Imaginary Dam


Measuring How Advertising Produces Sales


The Effect of Increased Pressure


Are Diminishing Returns Universal?


Advertising Investments, Promotional Expenditures, Media Strategy and Media Tactics

Chapter 8 Overspending and Underspending

''Gut'' Feel, Opportunism, Extravagance


Spending What a Firm Can Afford


Fact-Based Judgment


A Balancing Act


Chapter 9 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


Chapter 10 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?


Chapter 11 Regularity and Frequency

Media Planning: Fashions and Anachronisms


Two Traps for the Unwary


The State of the Media Art


How Advertising Works

Chapter 12 The Gatekeeper

Market Research: Transparency and Opacity


Good Cooks Make Biryani


Two Very Different Theories


Chapter 13 The Main Source of a Manufacturer's Profit

Lessons from a Visit to a Supermarket


Added Values - What Advertising Contributes


Researching Advertising - Before and After It Is Run

Chapter 14 Looking Before You Leap

Research and the Creative Process


The Emergence of the Focus Group


A Last-Minute Health Check


Chapter 15 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


Chapter 16 Wheels and Their Reinvention

An Abandoned Heritage


Is Direct Response an Exclusively Specialist Technique?


IMC - Does It Have a Promising Future Behind It?


How Advertising Is Managed

Chapter 17 The Global Village

Different Tribes


A Brand's Position on Its Competitive


The Role of the Advertising Agency


Chapter 18 The Cinderella of Business

Advertising and the CEO - a Faded Relationship


Two Cultures


The Straitjacket


Does Advertising Matter?


Chapter 19 Volcanoes and Their Extinction

A Fascinating and Rather Sinister Business


Agencies on the Big Board Three Items for an Advertising Agencies on the Big Board Three Items for an Advertising Agencies on the Big Board


Three Items for an Advertising Agency's Agenda


Sources of Information

Chapter 20 The Expanding Universe of Information

A Small Corpus of Valuable Literature


Chapters and Sources


Bibliography

Glossary

About the Author

Epigraph Foreword Acknowledgments Advertising's Relationship to Business Generally and the Consumer Chapter 1 Why Advertisers Advertise Commonsense and Its Pitfalls Consumer Orientation One Voice, Many Voices Chapter 2 Overpromise and Underdelive


















"This is a much needed
text that puts misinformation to rest with strong evidence to disprove it. Most
texts simply show how ads are developed, media plans are implemented, and lots
of beautiful advertisements. This book shows how advertising can be and should
be effective."








John Philip Jones Syracuse University