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.
Looking before You Leap
Looking before You Leap
Myth:
“There is no kind of reliable advertising quality control procedure [for] filtering out the duds and passing only the winners.”
Research and the Creative Process
In the advertising business, the creative always takes first place in importance. But although Stanley Resor, the man who made the J. Walter Thompson Company the first modern advertising agency, went so far as to say that “everything else is plumbing,” he did not imply that plumbing is a totally unimportant activity If our advertising plumbing describes (among other things) the research used to measure campaign effects, this can be very helpful indeed.
This chapter discusses pre-testing, which enables us to eliminate ineffective creative ideas before we spend money on screening them. Chapter 15 describes the ...
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