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.
Bursting the Dam Wall
Bursting the Dam Wall
Myth:
“One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.”
The Imaginary Dam
Until recently, many advertising practitioners and academics believed the idea given in the quotation at the beginning of this chapter. Some still do. They visualize an advertising threshold or tipping point. If one exposure does not work, how many are needed: two? three? four?
Think of a large dam. The lake behind it holds millions of gallons of water. But the dam wall, the work of prudent engineers, is much higher than the water level. Then there are some totally unprecedented periods of rain, and the water level rises higher than it has ever done before. The ...
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