TY  - BOOK
AU  - Fletcher, Winston
TI  - Advertising: a very short introduction
SN  - 9780199568925
U1  - 659.1 
PY  - 2010///
CY  - Oxford
PB  - OUP
KW  - Advertising
N1  - 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

ER  -