Advertising: A Very Short Introduction

Nonfiction, Art & Architecture, General Art, Graphic Art & Design, Commercial Advertising, Social & Cultural Studies, Social Science, Business & Finance
Cover of the book Advertising: A Very Short Introduction by Winston Fletcher, OUP Oxford
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Winston Fletcher ISBN: 9780191614279
Publisher: OUP Oxford Publication: June 24, 2010
Imprint: OUP Oxford Language: English
Author: Winston Fletcher
ISBN: 9780191614279
Publisher: OUP Oxford
Publication: June 24, 2010
Imprint: OUP Oxford
Language: English

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. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

More books from OUP Oxford

Cover of the book Privacy and Media Freedom by Winston Fletcher
Cover of the book In All Likelihood by Winston Fletcher
Cover of the book A General Theory of Domination and Justice by Winston Fletcher
Cover of the book Barchester Towers by Winston Fletcher
Cover of the book Michael Faraday: A Very Short Introduction by Winston Fletcher
Cover of the book Medical Law Concentrate by Winston Fletcher
Cover of the book Legitimacy and Criminal Justice by Winston Fletcher
Cover of the book Imaging in Neurodegenerative Disorders by Winston Fletcher
Cover of the book The Law of Reinsurance by Winston Fletcher
Cover of the book An Enquiry concerning Human Understanding by Winston Fletcher
Cover of the book Antitrust and Patent Law by Winston Fletcher
Cover of the book Homeless Heritage by Winston Fletcher
Cover of the book Oxford Manual of Major Incident Management by Winston Fletcher
Cover of the book Stand in the Trench, Achilles by Winston Fletcher
Cover of the book Witchcraft: A Very Short Introduction by Winston Fletcher
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy