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  • Produktbild: Fables, Fashions, and Facts About Advertising
  • Produktbild: Fables, Fashions, and Facts About Advertising

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

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

20.11.2003

Verlag

O'Reilly

Seitenzahl

328

Maße (L/B/H)

22,9/15,2/1,8 cm

Gewicht

450 g

Sprache

Englisch

ISBN

978-0-7619-2799-0

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

20.11.2003

Verlag

O'Reilly

Seitenzahl

328

Maße (L/B/H)

22,9/15,2/1,8 cm

Gewicht

450 g

Sprache

Englisch

ISBN

978-0-7619-2799-0

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: Libri GmbH

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  • Produktbild: Fables, Fashions, and Facts About Advertising
  • Produktbild: Fables, Fashions, and Facts About Advertising
  • 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