Advertising: A Very Short Introduction

Advertising: A Very Short Introduction

Winston Fletcher

Print publication date: Jun 2010

ISBN: 9780199568925

Publisher: Oxford University Press

Abstract

Advertising: A Very Short Introduction dispels the myths surrounding the advertising industry. Advertising is a diverse entity, and campaigns work (or fail to work) in a plethora of ways. How does the advertising industry work? What part do all the key players (the advertisers, the media, and the agencies) play? Where does the public sit in the world of advertising? This VSI examines how advertisers determine whether they have been successful, how they know if the money they have spent has been wasted, and what the benefits of advertising are and what the future may hold for the industry.