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Advertising: A Very
Short Introduction (Very Short
Introductions) |
PRODUCT
DETAILS: Author: Winston
Fletcher Language: English Publisher: OUP Oxford Publication Date:
24 Jun 2010 Dimensions:
11.2 x 0.9 x 17.4
cm Format: Paperback Pages: 160 Condition: NEW Product_ID: A19956D928
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How advertising works is not a question that has a
simple answer. Advertising is a diverse entity and
different campaigns work (or fail to work) in a plethora
of different ways. Most advertising persuades people to
buy things, but how? And who does it aim to persuade?
And how are these decisions made? In this Very Short
Introduction Winston Fletcher, an expert with extensive
knowledge of advertising from the inside, aims to answer
these questions, and in doing so, dispels some of the
myths and misunderstandings surrounding the industry.
The book contains a short history of advertising and an
explanation of how the industry works, and how each of
the parties (the advertisers , the media and the
agencies) are involved. It considers the extensive
spectrum of advertisers and their individual needs. It
also looks at the financial side of advertising and asks
how advertisers know if they have been successful, or
whether the money they have spent has in fact been
wasted. Fletcher concludes with a discussion about the
controversial and unacceptable areas of advertising such
as advertising products to children and advertising
products such as cigarettes and alcohol.He also
discusses the benefits of advertising and what the
future may hold for the industry. |
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Książki
wysyłamy w ciągu 5-7 dni roboczych.
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