John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate advertising "fables" and "fashions," and also to study the facts. He uses the latest trends and cutting-edge research to illustrate their occasional incompleteness, inadequacy, and in some cases total wrongheadedness. 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…mehr
John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate advertising "fables" and "fashions," and also to study the facts. He uses the latest trends and cutting-edge research to illustrate their occasional incompleteness, inadequacy, and in some cases total wrongheadedness. 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.
John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor's Citation for Exceptional Academic Achievement.
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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 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
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