Fables, Fashions, and Facts about Advertising: A Study of 28 Enduring Myths

by John Philip Jones

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...

• Format: Paperback
• Language: English
• ISBN: 0761927999
• ISBN13: 9780761927990
• Release Date: November 2003
• Publisher: Sage Publications, Inc
• Length: 328 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.7" x 6.0" x 8.9"