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Advertising : a very short introduction

Author: Winston Fletcher
Publisher: Oxford [etc.] : Oxford University Press, 2010.
Series: Very short introductions, 234.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:

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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Document Type: Book
All Authors / Contributors: Winston Fletcher
ISBN: 9780199568925 0199568928
OCLC Number: 664683253
Description: 140 p. : ill. ; 18 cm.
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
Series Title: Very short introductions, 234.
Responsibility: Winston Fletcher.
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