Winston Fletcher: Advertising: A Very Short Introduction

Advertising: A Very Short Introduction


Description

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. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Neatly organized into nine sections, this essential book will help you: At least 1.1 million people in the UK are affected by an eating disorder, with people aged 14-25 most at risk. Books about eating disorders are often quite academic and aimed at the sufferer themselves. Very little is available for parents of sufferers. Jane Smith, director of Anorexia Bulimia Care charity has written this book, in collaboration with Care for the Family to provide practical advice for parents of eating disorder sufferers. Jane draws on her own experience of helping her young daughter through an eating disorder as well as case studies of the many families ABC has helped over the years . Includes answers to the most frequently asked questions Advertising: A Very Short Introduction download PDF ABC receives from parents. Supported by Care for the Family and includes a foreword by Rob Parsons.


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Author: Winston Fletcher
Number of Pages: 160 pages
Published Date: 15 Jul 2010
Publisher: Oxford University Press
Publication Country: Oxford, United Kingdom
Language: English
ISBN: 9780199568925
Download Link: Click Here
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