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

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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.

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

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. Help other customers find the most helpful reviews Was this review helpful to you? Yes No Report abuse | PermalinkComment�Comment

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