Bibliograph

Advertising, a very short introduction, Winston Fletcher

Type

Label

Advertising, a very short introduction, Winston Fletcher

Language

eng

Bibliography note

Includes bibliographical references (pages 133-153) and index

Illustrations

illustrations

Index

index present

Literary Form

non fiction

Main title

Advertising

Nature of contents

bibliography

Oclc number

520713480

Responsibility statement

Winston Fletcher

Series statement

Very short introductions, 234

Sub title

a very short introduction

Summary

Advertising is riddled with myths and misunderstandings. It is simultaneously believed to be both immensely powerful and immensely wasteful, to increase economic prosperity, and to be morally questionable. Neither its historic origins nor its modern operations are well understood. Winston Fletcher, a leading authority on advertising, looks at the ways in which campaigns work (or fail to work), and the role of advertising in commerce, in the media, and in society. From the history and structure of the advertising industry to controversial areas such as advertising aimed at children, he highlights the benefits of advertising, and what the future may hold for the industry

Table Of Contents

What does advertising do? -- How the advertising industry is structured -- Advertisers: the paymasters -- The media: blowing the advertisers' trumpets -- The creative agencies: creating new campaigns -- The media agencies: spending the clients' money -- Research, research, research -- The good, the bad, and the ugly -- The role of advertising in society

Classification

Creator