Fables, Fashions, and Facts About Advertising: A Study of 28 Enduring Myths
Language: English
Published by SAGE Publications, Inc, 2003
- Softcover
- Used
Seller: Zoom Books East, Glendale Heights, IL, U.S.A.Zoom Books East
AbeBooks seller since July 1, 2024
Condition: Used - Very good
£ 9.85
Quantity: 1 available
Add to basketItem description from seller
Book is in very good condition and may include minimal underlining highlighting. The book can also include "From the library of" labels. May not contain miscellaneous items toys, dvds, etc. . We offer 100% money back guarantee and 24 7 customer service.
Seller Inventory # ZEV.0761927999.VG
- Title
- Fables, Fashions, and Facts About Advertising: A Study of 28 Enduring Myths
- Author
- Jones, John Philip
- Publisher
- SAGE Publications, Inc
- Publication year
- 2003
- Condition
- very_good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0761927999
- ISBN 13
- 9780761927990
--Philip J. Kitchen, University of Hull, U.K.
"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."
--Jan S. Slater, Ph.D., Ohio University
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.
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
Zoom Books East
Glendale Heights, IL, U.S.A.
AbeBooks seller since July 1, 2024
Shipping rates within U.S.A.
| Item | 4 to 8 business days | 2 to 6 business days |
|---|---|---|
| First item | £ 0.00 | £ 3.70 |
Payment methods
Store description
Zoom Books Company operates an online book store striving to provide top tier customer service. We respond to all inquiries and resolve any complaints in a timely manner. Thank you for shopping with us!
Specialty
Fiction/Non-Fiction, variesSeller's business information
Acirassi Books Ltd.
918 16th Ave NW, #25
Calgary, AB Canada T2M0K3
Right of withdrawal
If you are a consumer you can withdraw from the contract in accordance with the following. Consumer means any natural person who is acting for purposes which are outside his trade, business, craft or profession.
Information regarding the right of withdrawal
Statutory right to withdraw
You have the right to withdraw from this contract within 14 days without giving any reason.
The withdrawal period will expire after 14 days from the day on which you acquire, or a third party other than the carrier and indicated by you acquires, physical possession of the last good or the last lot or piece.
To exercise the right of withdrawal, electronically fill in and submit a clear statement on our website, under "My Purchases" in "My Account". We will communicate to you an acknowledgement of receipt of such a withdrawal on a durable medium (e.g. by e-mail) without delay.
To meet the withdrawal deadline, it is sufficient for you to send your communication concerning your exercise of the right of withdrawal before the withdrawal period has expired.
Effects of withdrawal
If you withdraw from this contract, we will reimburse to you all payments received from you, including the costs of delivery (except for the supplementary costs arising if you chose a type of delivery other than the least expensive type of standard delivery offered by us).
We may make a deduction from the reimbursement for loss in value of any goods supplied, if the loss is the result of unnecessary handling by you.
We will make the reimbursement without undue delay, and not later than 14 days after the day on which we are informed about your decision to withdraw from this contract.
We will make the reimbursement using the same means of payment as you used for the initial transaction, unless you have expressly agreed otherwise; in any event, you will not incur any fees as a result of such reimbursement.
We may withhold reimbursement until we have received the goods back, or you have supplied evidence of having sent back the goods, whichever is the earliest.
You shall send back the goods or hand them over to Zoom Books East, Lynden, Washington, U.S.A., without undue delay and in any event not later than 14 days from the day on which you communicate your withdrawal from this contract to us. The deadline is met if you send back the goods before the period of 14 days has expired. You will have to bear the direct cost of returning the goods. You are only liable for any diminished value of the goods resulting from the handling other than what is necessary to establish the nature, characteristics and functioning of the goods.
Exceptions to the right of withdrawal
The right of withdrawal does not apply to:
- The delivery of newspapers, journals or magazines with the exception of subscription contracts; and
- The supply of digital content which is not supplied on a tangible medium (e.g. on a CD or DVD) if you accepted when you placed your order that we could start to deliver it, and that you could not withdraw once delivery had started.