Advertising : a very short introduction
Fletcher, Winston
Advertising : a very short introduction by Winston Fletcher. - Oxford : OUP, 2010. - 140 p.
Table of Contents:
Prologue
Chapter 1. What does advertising do?
Chapter 2. How the advertising Industry is structured
Chapter 3. Advertisers: the paymasters
Chapter 4. The media: blowing the advertisers' trumpets
Chapter 5. The creative agencies: creating new campaigns
Chapter 6. The media agencies: spending the clients' money
Chapter 7. Research, research, research
Chapter 8. The good, the bad, and the ugly
Chapter 9. The role of advertising in society
Further Reading
Index
9780199568925
Advertising.
659.1 / FLE/ADV
Advertising : a very short introduction by Winston Fletcher. - Oxford : OUP, 2010. - 140 p.
Table of Contents:
Prologue
Chapter 1. What does advertising do?
Chapter 2. How the advertising Industry is structured
Chapter 3. Advertisers: the paymasters
Chapter 4. The media: blowing the advertisers' trumpets
Chapter 5. The creative agencies: creating new campaigns
Chapter 6. The media agencies: spending the clients' money
Chapter 7. Research, research, research
Chapter 8. The good, the bad, and the ugly
Chapter 9. The role of advertising in society
Further Reading
Index
9780199568925
Advertising.
659.1 / FLE/ADV