Advertising: A Very Short Introduction

Paperback | July 24, 2010

byWinston Fletcher

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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 thesedecisions 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 sideof 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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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 thesedecisions made? In this Very Short Introduction Win...

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 and marketing research, and has written extensively o...

other books by Winston Fletcher

Format:PaperbackDimensions:144 pages, 6.85 × 4.37 × 0.07 inPublished:July 24, 2010Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199568928

ISBN - 13:9780199568925

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Table of Contents

1. What does advertising do?2. The structure of the advertising industry3. Advertisers: the paymasters4. The media: blowing the trumpet5. The agencies: (i) creating the ads6. The agencies: (ii) spending the clients' money7. Research, research, research8. The good, the bad and the ugly9. The benefits of advertising