- Anglický jazyk
Advertising
Autor: Very Short Introduction
- Addresses the question most frequently asked by the public and students in relation to this subject - how does advertising work?
- Explores the many different... Viac o knihe
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O knihe
- Addresses the question most frequently asked by the public and students in relation to this subject - how does advertising work?
- Explores the many different ways in which campaigns work (or fail to work)
- Explains the role of advertising in commerce and industry, in society, and in the media
- Covers the structure of the advertising industry; who are the advertisers?; the role of brands and branding; the key advertising media sectors; the creation of advertisements; the finances; research; controversial areas of advertising; and the benefits of advertising
- Part of the bestselling Very Short Introductions series - over three million copies sold worldwide
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.
- Vydavateľstvo: Oxford University Pres
- Rok vydania: 2010
- Jazyk: Anglický jazyk
- ISBN: 9780199568925