Advertising: A Very Short Introduction

ISBN: 9780199568925 Categorii: Diverse. An apariție: 2010 Autor: Winston Fletcher Editură: Oxford University Press Colecție: Very Short Introductions Număr pagini: 160 Stoc: Stoc limitat

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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.

Limba
Engleza
Autor
Winston Fletcher
Data Publicarii
2010
Editura
Oxford University Press
Inaltime
17.3
Latime
11.1
Nr Pag
160
Colectie
Very Short Introductions
Isbn 13
9780199568925
Cod
9780199568925
Numar Ilustratii
15
Istoric preț pentru: Advertising: A Very Short Introduction

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