Fables, Fashions, and Facts About Advertising

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Focusing on the evaluation of advertising myths and current trends, this textbook by a renowned author and advertising scholar delves into the effectiveness of various advertising strategies. By incorporating the latest research, it highlights the shortcomings and inaccuracies of popular advertising beliefs. Each chapter offers an in-depth exploration of different facets of advertising, aiming to provide a clearer understanding of its true mechanisms and impact.