Advertising : a very short introduction
Material type:
TextSeries: Very short introductions ; 234.Publication details: New York : Oxford University Press, ©2010Description: 140 p. : ill. ; 18 cmISBN: - 9780199568925
- 659.1 22 FLE-A
- HF5823 .F54 2010
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Books
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IIITD Library Corridor | Management | 659.1 FLE-A (Browse shelf(Opens below)) | Available | 014030 |
Includes bibliographical references (p. 133-153) and index.
1. What does advertising do?
2. How the advertising industry is structured
3. Advertisers: the paymasters
4. The media: blowing the advertisers' trumpets
5. The creative agencies: creating new campaigns
6. The media agencies: spending the clients' money
7. Research, research, research
8. The good, the bad, and the ugly
9. The role of advertising in society
Advertising is riddled with myths & misunderstandings. It is believed to be both immensely powerful yet immensely wasteful to increase economic prosperity & to be morally questionable. Neither its historic origins nor its modern operations are well understood. This introduction will tell the truth about how advertising works.
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