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Advertising

ISBN-10: 0199568928

ISBN-13: 9780199568925

Edition: 2010

Authors: Winston Fletcher

List price: $7.99
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Description:

How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispelssome of the myths and misunderstandings surrounding the industry.The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted.Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry.
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Book details

List price: $7.99
Copyright year: 2010
Publisher: Oxford University Press
Publication date: 6/24/2010
Binding: Paperback
Pages: 160
Size: 4.50" wide x 6.75" long x 0.25" tall
Weight: 0.286
Language: English

Winston Fletcher is Visiting Professor of Marketing at Westminster University, and Vice President of the History of Advertising Trust. He has worked in the advertising industry for many years, has spoken and lectured on marketing, marketing research, and advertising, has written extensively onadvertisign in the media, and is author of several books, including Advertising Advertising (Profile, 1999).

What does advertising do?
The structure of the advertising industry
Advertisers: the paymasters
The media: blowing the trumpet
The agencies: (i) creating the ads
The agencies: (ii) spending the clients' money
Research, research, research
The good, the bad and the ugly
The benefits of advertising