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Advertising: A Very Short Introduction

Winston Fletcher

June 2010

ISBN: 9780199568925

160 pages
Paperback
174x111mm

In Stock

Very Short Introductions

Price: £8.99

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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Description

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.

  • 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 Very Short Introductions series - over three million copies sold worldwide

About the Author(s)

Winston Fletcher, Formerly 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

Table of Contents

    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

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