Advertising - A Very Short Introduction
نویسنده:
Winston Fletcher
امتیاز دهید
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. Many of these myths
and misunderstandings are almost as widespread within the
advertising industry – itself something of a myth, as we shall
see – as they are among the public at large. This short book,
written by someone with extensive knowledge of advertising
from the inside, corrects and clarifi es the misunderstandings
that are so common.
Preface xi
List of illustrations xiii
What does advertising do? 1
How the advertising industry is structured 17
Advertisers: the paymasters 31
The media: blowing the advertisers’ trumpets 45
The creative agencies: creating new campaigns 65
The media agencies: spending the clients’ money 85
Research, research, research 97
The good, the bad, and the ugly 111
The role of advertising in society 122
Further reading 133
Index 137
بیشتر
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. Many of these myths
and misunderstandings are almost as widespread within the
advertising industry – itself something of a myth, as we shall
see – as they are among the public at large. This short book,
written by someone with extensive knowledge of advertising
from the inside, corrects and clarifi es the misunderstandings
that are so common.
Preface xi
List of illustrations xiii
What does advertising do? 1
How the advertising industry is structured 17
Advertisers: the paymasters 31
The media: blowing the advertisers’ trumpets 45
The creative agencies: creating new campaigns 65
The media agencies: spending the clients’ money 85
Research, research, research 97
The good, the bad, and the ugly 111
The role of advertising in society 122
Further reading 133
Index 137
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