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Can I read Book Review: The why of Promotion ... The Management of Promotion on EtoBox?
Book Review: The why of Promotion ... The Management of Promotion by F. R. Shoaf is a Business, Management and Accounting article available to read on EtoBox.
What is Book Review: The why of Promotion ... The Management of Promotion about?
Of the many possible reasons for truth-telling, Walter Weir cites the most compelling for the advertiser-it is the only way that works more than once. Advertising, he says, is a "form of communication which prepares the reader for the actual experience he will have when he uses the product. If a product, through unsatisfactory performance-or performance that fails notably to live up to advertising claims, enjoys only a one-time purchase, selling costs become prohibitively high." Although he makes impassioned pleas for better writing and for a more creative, imaginative approach to selling, he reminds us that "it is in the product, not the advertising, where the difference must eventually be found." The trouble with most advertising, says the author, is that it presents the reader or viewer with a false dichotomy-he can buy the product and live happily ever after, or reject it and thus prove himself a complete and utter nincompoop. In addition to his well-stated philosophical position, Walter Weir makes a specific suggestion for encouraging truth in advertising-an ABC (Audit Bureau of Criticisms), to be administered by distinguished former advertising executives, with a supporting s
Who reads Book Review: The why of Promotion ... The Management of Promotion?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- F. R. Shoaf
- Published
- 1964
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)