Advertising : a very short introduction /
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,...
| Основен автор: | Fletcher, Winston. |
|---|---|
| Формат: | Книга |
| Език: | English |
| Публикувано: |
Oxford ; New York :
Oxford University Press,
2010.
|
| Серия: |
Very short introductions ;
234. |
| Предмети: | |
| Онлайн достъп: |
Book jacket |
Съдържание:
- 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.