Fletcher, Winston <br/><br/>
Advertising :  a very short introduction 
by Winston Fletcher. 
 - Oxford :  OUP,  2010. 
 - 140 p. 
<br/><br/> Table of Contents:<br/>Prologue<br/>Chapter 1. What does advertising do? <br/>Chapter 2. How the advertising Industry is structured <br/>Chapter 3. Advertisers: the paymasters <br/>Chapter 4. The media: blowing the advertisers' trumpets <br/>Chapter 5. The creative agencies: creating new campaigns <br/>Chapter 6. The media agencies: spending the clients' money <br/>Chapter 7. Research, research, research <br/>Chapter 8. The good, the bad, and the ugly <br/>Chapter 9. The role of advertising in society<br/>Further Reading<br/>Index<br/> 
<br/><br/><label>ISBN: </label>9780199568925 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>Dewey Class. No.: </label>659.1  / FLE/ADV