Journals Higher Education
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Published: 24 June 2010

160 Pages | 15 black and white halftones


ISBN: 9780199568925

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Chapter 1

Advertising: A Very Short Introduction

Winston Fletcher

Very Short Introductions

  • Addresses the question most frequently asked by the public and students in relation to this subject - how does advertising work?
  • Explores the many different ways in which campaigns work (or fail to work)
  • Explains the role of advertising in commerce and industry, in society, and in the media
  • Covers the structure of the advertising industry; who are the advertisers?; the role of brands and branding; the key advertising media sectors; the creation of advertisements; the finances; research; controversial areas of advertising; and the benefits of advertising
  • Part of the bestselling <i>Very Short Introductions</i> series - over three million copies sold worldwide

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