Summary
Contents
Subject index
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.
How Advertising Works
Four Myths:
“Advertising works over a period of time as a part of the gradual evolution of the individual's perceptions of a brand and its relations to other brands.”
“The effect of a single isolated advertising exposure is likely to be minimal in most markets.”
“Peace and happiness result from a willingness to admit error, from an accepted fallibility.”
“The lower the price the greater the likelihood that the world will accept standardized modernity.”
The first statement is wrong as far as short- and medium-term effects are concerned, although it provides some (although an incomplete) explanation of long-term effects. The other statements are all complete fallacies.
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