Advertising

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.

ISBN 0199568928   Pages 160 ISBN13 9780199568925 (What's this?)   Weight (grammes) 136 Publisher Oxford University Press   Published in Oxford Imprint Oxford University Press   Series title Very Short Introductions Format Paperback   Height (mm) 174 Publication date 24 Jun 2010   Width (mm) 112 DEWEY 659.1   Spine width (mm) 9 DEWEY edition DC22   Academic level Undergraduate, Postgraduate, Professional / Scholarly

		Preface
		List of illustrations
1		What does advertising do?		1
2		How the advertising industry is structured		17
3		Advertisers: the paymasters		31
4		The media: blowing the advertisers' trumpets		45
5		The creative agencies: creating new campaigns		65
6		The media agencies: spending the clients' money		85
7		Research, research, research		97
8		The good, the bad, and the ugly		111
9		The role of advertising in society		122
		Further reading		133
		Index		137

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