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48 Laws of Power
Advertising: A Very Short Introduction89
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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Fler böcker av Winston Fletcher
During much of the second half of the 20th century advertising in Britain led the world. Powers of Persuasion tells the story of this dynamic, exhilarating era, with pen portraits of the personalities involved, anecdotes, and case histories - writ...
As more than 90% of spending on the Internet comes from brick and mortar companies it is these operations that will form the client base for e-learning. This book shows those companies how to get e-learning implementation right first time. Don Mor...
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