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Advertising : a very short introduction / Winston Fletcher.

By: Fletcher, WinstonMaterial type: TextTextSeries: Very short introductions: 234.Publisher: Oxford ; New York : Oxford University Press, 2010Description: 140 p. : ill. ; 18 cmISBN: 9780199568925 (pbk.); 0199568928 (pbk.)Subject(s): AdvertisingDDC classification: 659.1 LOC classification: HF5823 | .F54 2010
Contents:
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.
Summary: 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, a leading authority on advertising, looks at the ways in which campaigns work (or fail to work), and the role of advertising in commerce, in the media, and in society. From the history and structure of the advertising industry to controversial areas such as advertising aimed at children, he highlights the benefits of advertising, and what the future may hold for the industry.
List(s) this item appears in: Very Short Introductions
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Book University of Texas At Tyler
Stacks - 3rd Floor 		HF5823 .F54 2010 (Browse shelf) Available 0000002150753
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Includes bibliographical references (p. 133-135) and index.

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.

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, a leading authority on advertising, looks at the ways in which campaigns work (or fail to work), and the role of advertising in commerce, in the media, and in society. From the history and structure of the advertising industry to controversial areas such as advertising aimed at children, he highlights the benefits of advertising, and what the future may hold for the industry.

Author notes provided by Syndetics

Winston Fletcher has worked in advertising for many years, and is the only person ever to have been both Chairman of the Advertising Association and President of the Institute of Practitioners in Advertising. He has spoken and lectured throughout the world on advertising, marketing andmarketing research, and has written extensively on advertising in the media. He was founder Chairman of the World Advertising Research Center, and is a Vice President of the History of Advertising Trust and Visiting Professor of Marketing at the University of Westminster. He is the author of leadingbooks on advertising and other business topics including the forthcoming Powers of Persuasion: The Inside Story of British Advertising (OUP, July 2008).

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