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出版者:Oxford University Press

作者:Winston Fletcher

出品人:

頁數:144

译者:

出版時間:2010-7-15

價格:USD 11.95

裝幀:Paperback

isbn號碼:9780199568925

叢書系列:Very Short Introductions

圖書標籤:

VSI
廣告
設計
通俗讀物
英文原版
英國
自我思考
科普
廣告
營銷
品牌
傳播
消費者
策略
創意
媒體
市場
公關

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具體描述

John Wanamaker famously observed that "half the money I spend on advertising is wasted; the trouble is, I don't know which half." Indeed, though advertising is pervasive in our society, how it works (if and when it works) is not a question most of us can answer. In this Very Short Introduction , Winston Fletcher, a seasoned advertising veteran with extensive inside knowledge, offers an illuminating look at this billion-dollar business, dispelling some of the myths and misunderstandings surrounding the industry. Fletcher offers a short history of advertising and explains how the industry works and how each of the parties--the advertisers, the media, and the agencies--contribute to the process. He also looks at the financial side of advertising and asks how today's Wanamakers know if they have been successful, or whether their money has in fact been wasted. The book concludes with a discussion of controversial and unacceptable areas of advertising, such as advertising aimed at children and the promotion of products such as cigarettes and alcohol.