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Advertising : a very short introduction

Author: Winston Fletcher
Publisher: Oxford ; New York : Oxford University Press, 2010.
Series: Very short introductions, 234.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
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. Winston Fletcher, a leading authority on advertising, looks at the ways in which campaigns work (or fail to work), and the role of  Read more...
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Document Type: Book
All Authors / Contributors: Winston Fletcher
ISBN: 9780199568925 0199568928
OCLC Number: 520713480
Description: 140 p. : ill. ; 18 cm.
Contents: What does advertising do? --
How the advertising industry is structured --
Advertisers: the paymasters --
The media: blowing the advertisers' trumpets --
The creative agencies: creating new campaigns --
The media agencies: spending the clients' money --
Research, research, research --
The good, the bad, and the ugly --
The role of advertising in society.
Series Title: Very short introductions, 234.
Responsibility: Winston Fletcher.
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Abstract:

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  Read more...

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