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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
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.
Recenzie a kritiky
Rok vydania:
2010ISBN:
9780199568925Rozmer:
113×172 mmPočet strán:
160Väzba:
brožovanáJazyk: angličtina
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