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Title: Fables, Fashions, and Facts About Advertising : A Study of 28 Enduring Myths by John Philip Jones ISBN: 0-7619-2799-9 Publisher: Sage Publications Pub. Date: 20 November, 2003 Format: Paperback Volumes: 1 List Price(USD): $37.95 |
Average Customer Rating: 5 (1 review)
Rating: 5
Summary: The leading thinker
Comment: There are very few books in the field of communications that bridge the gap between marketing theory and the realities of creative development. This is one of the few, and it is John Philip Jones' best book yet.
The author has the advantage of having worked in the industry, on both sides of the Atlantic, plus he has the inclinations of an academic so he digs deeply into the theory of consumer behavior and markets. He challenges much of the established dogma of the industry and does so concisely and convincingly.
I have a couple of niggles. One is that the author sees advertising as being the way to build a brand image whereas promotions is synonymous with discounting, which of course erodes brand value. This is a simplistic perspective that was advanced by ad agencies in the 1970s and 80s. Promotions if well-conceived are invaluable at generating trial and can build brand image. (Early marketers like Claude Hopkins never recognized a distinction between advertising and promotion).
The second niggle is with the discussion of creative research. This subject is a minefield because most testing of creative is done clumsily. The testing methodology that Jones claims to work needs to be explained more completely and the evidence for it being effective should be laid out.
Jones is a leading thinker in the field and this book is his best - so if you want to make your advertising work harder - you should get it.
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Title: The Ultimate Secrets of Advertising by John Philip Jones ISBN: 076192244X Publisher: Sage Publications Pub. Date: 15 December, 2001 List Price(USD): $43.95 |
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Title: Effective Advertising : Understanding When, How, and Why Advertising Works by Gerard J. Tellis ISBN: 0761922539 Publisher: Sage Publications Pub. Date: 20 November, 2003 List Price(USD): $34.95 |
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Title: How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman ISBN: 1578518261 Publisher: Harvard Business School Press Pub. Date: 21 February, 2003 List Price(USD): $29.95 |
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Title: What's in a Name?: Advertising and the Concept of Brands by John Philip Jones, Jan S. Slater, Don Johnston ISBN: 0765611120 Publisher: M.E.Sharpe Pub. Date: March, 2003 List Price(USD): $32.95 |
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Title: Controversies in Contemporary Advertising by Kim Bartel Sheehan ISBN: 0761926356 Publisher: Sage Publications Pub. Date: 16 September, 2003 List Price(USD): $44.95 |
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