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

Epigraph
Foreword
Acknowledgments
Advertising's Relationship to Business Generally and the Consumer
Chapter 1Why Advertisers Advertise
Commonsense and Its Pitfalls
Consumer Orientation
One Voice, Many Voices
Chapter 2Overpromise and Underdelivery
Advertising and the Consumer
Advertising and the Amateur Experts
The Role of Habit
Chapter 3Added 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 5How 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 6The Advertising Imagination
Advertising's Patchy Performance
The Causes of the Trouble
"Bisociation"
Two Grab Bags
The Locked Strong Box
Chapter 7Bursting 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
Why Many Manufacturers Like Promotions - and Why They Are Usually Misled
Chapter 10Fishing 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 11Regularity and Frequency
Media Planning: Fashions and Anachronisms
Two Traps for the Unwary
The State of the Media Art
How Advertising Works
Chapter 12The Gatekeeper
Market Research: Transparency and Opacity
Good Cooks Make Biryani
Two Very Different Theories
Chapter 13The 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 14Looking Before You Leap
Research and the Creative Process
The Emergence of the Focus Group
A Last-Minute Health Check
Chapter 15Consumer Perceptions - and the Cash Register
Why Do Advertisers Track Consumer Perceptions?
Consumer Perceptions of Advertising
Consumer Perceptions of Brands
A Footnote on Sales Promotions
Chapter 16Wheels 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 17The Global Village
Different Tribes
A Brand's Position on Its Competitive
The Role of the Advertising Agency
Chapter 18The Cinderella of Business
Advertising and the CEO - a Faded Relationship
Two Cultures
The Straitjacket
Does Advertising Matter?
Chapter 19Volcanoes 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 20The Expanding Universe of Information
A Small Corpus of Valuable Literature
Chapters and Sources
Bibliography
Glossary
About the Author