Matches in SemOpenAlex for { <https://semopenalex.org/work/W587239141> ?p ?o ?g. }
Showing items 1 to 64 of
64
with 100 items per page.
- W587239141 abstract "Epigraph Foreword Acknowledgments Advertising's Relationship to Business Generally and the Consumer Chapter 1 Advertisers Advertise Commonsense and Its Pitfalls Consumer Orientation One Voice, Many Voices Chapter 2 Overpromise and Underdelivery Advertising and the Consumer Advertising and the Amateur Experts The Role of Habit Chapter 3 Added Values Products and Brands Functionality Added Values - The Result of Planning or Coincidence? A Lesson from Economics Longevity Advertising Strategy and the Difficulty of Locating Target Consumers: The Development of Creative Ideas and Facts About How Much Advertising Produces an Effect Chapter 4 Why Exactly Am I Spending All This Money? Ends and Means Sources of Business Knitting Together a Brand's Strategy Chapter 5 How Many Fish Are There in the Pool? And Where Are They? Mass Marketing - and the Search for Precision The Reality of the Marketplace Where Are the Fish Swimming in the Pool? Chapter 6 The Advertising Imagination Advertising's Patchy Performance The Causes of the Trouble Bisociation Two Grab Bags The Locked Strong Box Chapter 7 Bursting the Dam Wall The Imaginary Dam Measuring How Advertising Produces Sales The Effect of Increased Pressure Are Diminishing Returns Universal? Advertising Investments, Promotional Expenditures, Media Strategy and Media Tactics Chapter 8 Overspending and Underspending Gut Feel, Opportunism, Extravagance Spending What a Firm Can Afford Fact-Based Judgment A Balancing Act Chapter 9 Margins and How to Slice Into Them The Pipeline Pull Gives Way to Push The Balance Tips Below the Line Many Manufacturers Like Promotions - and They Are Usually Misled Chapter 10 Fishing in Different Parts of the Pool A Branch of Show Business Do Media That Attract the Most Advertising Dollars Have the Greatest Horsepower to Produce Sales? Does Television Reach All the Fish in the Pool? Chapter 11 Regularity and Frequency Media Planning: Fashions and Anachronisms Two Traps for the Unwary The State of the Media Art How Advertising Works Chapter 12 The Gatekeeper Market Research: Transparency and Opacity Good Cooks Make Biryani Two Very Different Theories Chapter 13 The Main Source of a Manufacturer's Profit Lessons from a Visit to a Supermarket Added Values - What Advertising Contributes Researching Advertising - Before and After It Is Run Chapter 14 Looking Before You Leap Research and the Creative Process The Emergence of the Focus Group A Last-Minute Health Check Chapter 15 Consumer Perceptions - and the Cash Register Do Advertisers Track Consumer Perceptions? Consumer Perceptions of Advertising Consumer Perceptions of Brands A Footnote on Sales Promotions Chapter 16 Wheels and Their Reinvention An Abandoned Heritage Is Direct Response an Exclusively Specialist Technique? IMC - Does It Have a Promising Future Behind It? How Advertising Is Managed Chapter 17 The Global Village Different Tribes A Brand's Position on Its Competitive The Role of the Advertising Agency Chapter 18 The Cinderella of Business Advertising and the CEO - a Faded Relationship Two Cultures The Straitjacket Does Advertising Matter? Chapter 19 Volcanoes and Their Extinction A Fascinating and Rather Sinister Business Agencies on the Big Board Three Items for an Advertising Agencies on the Big Board Three Items for an Advertising Agencies on the Big Board Three Items for an Advertising Agency's Agenda Sources of Information Chapter 20 The Expanding Universe of Information A Small Corpus of Valuable Literature Chapters and Sources Bibliography Glossary About the Author" @default.
- W587239141 created "2016-06-24" @default.
- W587239141 creator A5043605655 @default.
- W587239141 date "2003-11-20" @default.
- W587239141 modified "2023-09-27" @default.
- W587239141 title "Fables, Fashions, and Facts About Advertising: A Study of 28 Enduring Myths" @default.
- W587239141 hasPublicationYear "2003" @default.
- W587239141 type Work @default.
- W587239141 sameAs 587239141 @default.
- W587239141 citedByCount "2" @default.
- W587239141 countsByYear W5872391412014 @default.
- W587239141 crossrefType "book" @default.
- W587239141 hasAuthorship W587239141A5043605655 @default.
- W587239141 hasConcept C110350745 @default.
- W587239141 hasConcept C110875604 @default.
- W587239141 hasConcept C112698675 @default.
- W587239141 hasConcept C136764020 @default.
- W587239141 hasConcept C144133560 @default.
- W587239141 hasConcept C162853370 @default.
- W587239141 hasConcept C17744445 @default.
- W587239141 hasConcept C199539241 @default.
- W587239141 hasConcept C2778044066 @default.
- W587239141 hasConcept C41008148 @default.
- W587239141 hasConcept C512338625 @default.
- W587239141 hasConcept C56408696 @default.
- W587239141 hasConceptScore W587239141C110350745 @default.
- W587239141 hasConceptScore W587239141C110875604 @default.
- W587239141 hasConceptScore W587239141C112698675 @default.
- W587239141 hasConceptScore W587239141C136764020 @default.
- W587239141 hasConceptScore W587239141C144133560 @default.
- W587239141 hasConceptScore W587239141C162853370 @default.
- W587239141 hasConceptScore W587239141C17744445 @default.
- W587239141 hasConceptScore W587239141C199539241 @default.
- W587239141 hasConceptScore W587239141C2778044066 @default.
- W587239141 hasConceptScore W587239141C41008148 @default.
- W587239141 hasConceptScore W587239141C512338625 @default.
- W587239141 hasConceptScore W587239141C56408696 @default.
- W587239141 hasLocation W5872391411 @default.
- W587239141 hasOpenAccess W587239141 @default.
- W587239141 hasPrimaryLocation W5872391411 @default.
- W587239141 hasRelatedWork W1163073563 @default.
- W587239141 hasRelatedWork W1522905447 @default.
- W587239141 hasRelatedWork W1602016933 @default.
- W587239141 hasRelatedWork W179332680 @default.
- W587239141 hasRelatedWork W2068332423 @default.
- W587239141 hasRelatedWork W2069304993 @default.
- W587239141 hasRelatedWork W2298042514 @default.
- W587239141 hasRelatedWork W2552932809 @default.
- W587239141 hasRelatedWork W2604571414 @default.
- W587239141 hasRelatedWork W2810845998 @default.
- W587239141 hasRelatedWork W3012018701 @default.
- W587239141 hasRelatedWork W351018333 @default.
- W587239141 hasRelatedWork W905378830 @default.
- W587239141 hasRelatedWork W1589493531 @default.
- W587239141 hasRelatedWork W2186959771 @default.
- W587239141 hasRelatedWork W2470586646 @default.
- W587239141 hasRelatedWork W2535616110 @default.
- W587239141 hasRelatedWork W2739824976 @default.
- W587239141 hasRelatedWork W3124498487 @default.
- W587239141 hasRelatedWork W349471561 @default.
- W587239141 isParatext "false" @default.
- W587239141 isRetracted "false" @default.
- W587239141 magId "587239141" @default.
- W587239141 workType "book" @default.