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September 8th, 2010 
Ifydcat Comment posted on Fables, Fashions, and Facts About Advertising: A Study of 28 Enduring Myths by Tom Beakbane
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.
Rating: 5 / 5
Recent comments by Tom Beakbane
- tips on attracting more members to my forum please?
Maybe your forum is not user friendly? Make sure that it is very easy to use and understand the purpose of. Track your stats to your website with something like google analytics or statcounter. See if you are getting the hits , and where you are losing the sign-up’s.Also put up a few topics to get the forums started , have your friends sign up and reply to the forums to make it look a bit more busy.
Best of luck to you!
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your forum has to be “topical” as in it must be relative to a passionate part of the population. - cost of billboard advertising or mobile advertising?
Roadside billboards here are between 500-700 per week, minimum of 4 weeks. - explain core concept of marketing?
Marketing tells people about your solution to their problems. - explain core concept of marketing?
Marketing is process of understanding consumer needs and providing value that is superior to the competition, to satisfy them.Product, price, place and promotion are the core elements of the “marketing mix”.
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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.
Rating: 5 / 5