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.
Why Advertisers Advertise
Why Advertisers Advertise
Myth:
“Consumers are our lifeblood, our entire reason for being.”
Common Sense and its Pitfalls
The quotation given at the start of this chapter seems so obvious that a typical CEO will nod in agreement without thinking too much about it. Yet if this CEO runs a major consumer goods company, he or she will know perfectly well that, in the process of bringing goods to the end-consumer, large roadblocks have to be overcome, and this can be done only by focusing on the roadblocks rather than on the consumer. Although consumers are always in decisive control of what really matters—whether or not any brand will succeed in the marketplace—consumer sovereignty is not quite so high on the typical CEO's agenda as it ...
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