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Advertising: A Very Short Introduction
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Advertising: A Very Short Introduction Paperback - 2010

by Winston Fletcher

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From the publisher

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.

Details

  • Title Advertising: A Very Short Introduction
  • Author Winston Fletcher
  • Binding Paperback
  • Edition International Ed
  • Pages 160
  • Volumes 1
  • Language ENG
  • Publisher Oxford University Press
  • Publication date 2010-07-15
  • Illustrated Yes
  • Features Bibliography, Illustrated, Index, Table of Contents
  • ISBN 9780199568925 / 0199568928
  • Weight 0.3 lbs (0.14 kg)
  • Dimensions 6.8 x 4.3 x 0.5 in (17.27 x 10.92 x 1.27 cm)
  • Category Business / Economics / Finance
  • Library of Congress subjects Advertising
  • Dewey Decimal Code 659.1

About the author

Winston Fletcher is Founder Chairman of the World Advertising Research Center, Vice President of the History of Advertising Trust, and Visiting Professor of Marketing at the University of Westminster.

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Advertising: A Very Short Introduction
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Advertising: A Very Short Introduction

by Fletcher, Winston

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Advertising : A Very Short Introduction
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Advertising : A Very Short Introduction

by Fletcher, Winston

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Advertising : A Very Short Introduction
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Advertising : A Very Short Introduction

by Fletcher, Winston

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ISBN 10 / ISBN 13
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Oxford University Press, Incorporated. Used - Very Good. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
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Advertising : A Very Short Introduction
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Advertising : A Very Short Introduction

by Fletcher, Winston

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Oxford University Press, Incorporated. Used - Very Good. Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
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Advertising : A Very Short Introduction
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Advertising : A Very Short Introduction

by Fletcher, Winston

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ISBN 10 / ISBN 13
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Oxford University Press, Incorporated. Used - Very Good. Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
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Advertising: A Very Short Introduction
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Advertising: A Very Short Introduction

by Fletcher, Winston

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Advertising

by Winston Fletcher

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Advertising: A Very Short Introduction
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Advertising: A Very Short Introduction

by Fletcher, Winston

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