Advertising - A Very Short Introduction
- نوع فایل : کتاب
- زبان : انگلیسی
- نویسنده : Winston Fletcher
توضیحات
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. Many of these myths and misunderstandings are almost as widespread within the advertising industry – itself something of a myth, as we shall see – as they are among the public at large. This short book, written by someone with extensive knowledge of advertising from the inside, corrects and clarifi es the misunderstandings that are so common. Preface xi List of illustrations xiii What does advertising do? 1 How the advertising industry is structured 17 Advertisers: the paymasters 31 The media: blowing the advertisers’ trumpets 45 The creative agencies: creating new campaigns 65 The media agencies: spending the clients’ money 85 Research, research, research 97 The good, the bad, and the ugly 111 The role of advertising in society 122 Further reading 133 Index 137 حق تکثیر: کتاب در حوزه عمومی منتشر شده است.
