Advertising: A Very Short Introduction (häftad)
Häftad (Paperback)
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OUP Oxford
15 black and white halftones
15 black and white halftones
173 x 109 x 13 mm
136 g
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Advertising: A Very Short Introduction (häftad)

Advertising: A Very Short Introduction

Häftad Engelska, 2010-06-24
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Advertising is riddled with myths and misunderstandings. It is believed to be both immensely powerful yet immensely wasteful, to increase economic prosperity and to be morally questionable. Neither its historic origins nor its modern operations are well understood. This Very Short Introduction will tell the truth about how advertising works.
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Övrig information

Winston Fletcher is Founder Chairman of the World Advertising Research Center, Vice President of the History of Advertising Trust, and Visiting Professor of Marketing at the University of Westminster.


1. What does advertising do?; 2. The structure of the advertising industry; 3. Advertisers: the paymasters; 4. The media: blowing the trumpet; 5. The agencies: (i) creating the ads; 6. The agencies: (ii) spending the clients' money; 7. Research, research, research; 8. The good, the bad and the ugly; 9. The benefits of advertising