Advertising: A Very Short Introduction

Winston Fletcher

Advertising: A Very Short Introduction

Winston Fletcher

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.

Keywords: account management, account planning, advertising, direct mail, interest, internet, junk mail, market research, outdoor advertising, print media, target market

Bibliographic Information

Publisher:: Oxford University Press

Print Publication Date:: Jun 2010

Print ISBN-13:: 9780199568925

Published online:: Sep 2013

DOI:: 10.1093/actrade/9780199568925.001.0001

Author

Winston Fletcher, author Formerly founder Chairman of the World Advertising Research Center. Vice President of the History of Advertising Trust and Visiting Professor of Marketing at the University of Westminster

Back to results

Access to the complete content on Very Short Introductions online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can't find the answer there, please contact us.

Oxford University Press

date: 03 June 2020

Browse All

Advertising: A Very Short Introduction

Winston Fletcher

Abstract

Bibliographic Information

Author

Contents