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Fables, Fashions, and Facts About Advertising: A Study of 28 Enduring Myths
Stock Photo: Cover May Be Different

Fables, Fashions, and Facts About Advertising: A Study of 28 Enduring Myths Paperback - 2007

by Jones, John Philip

  • Used
  • Paperback

Description

Sage Publications, Inc, 2007. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,550grams, ISBN:9780761927990
Used: See description
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From the publisher

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.

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Citations

  • Choice, 05/01/2004, Page 1707

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