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Advertising : a very short introduction /
Advertising is riddled with myths & misunderstandings. It is believed to be both immensely powerful yet immensely wasteful to increase economic prosperity & to be morally questionable. Neither its historic origins nor its modern operations are well understood. This introduction will tell the...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Oxford ; New York :
Oxford University Press,
2010.
|
| Colección: | Very short introductions ;
234. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.