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Advertising - A Very Short Introduction
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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
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اطلاعات نسخه الکترونیکی
آپلود شده توسط:
موسامی
موسامی
1394/06/13

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