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3. Advertisers: the Paymasters

3. Advertisers: the Paymasters  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0003
Item type: 
chapter
ISBN: 
9780199568925
‘Advertisers: the paymasters’ examines advertising from the perspective of the advertisers. To advertise or not is an business decision. Large companies do not always have to advertise, ... More
5. The branding business

5. The branding business  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0006
Item type: 
chapter
ISBN: 
9780198749912
Brand managers have become the central players in the business of branding. They almost always work inside the company’s marketing department, but branding goes far beyond the marketing ... More
6. Branding projects

6. Branding projects  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0007
Item type: 
chapter
ISBN: 
9780198749912
‘Branding projects’ considers the different aspects of current branding practice—defining purpose, proposition, personality, and portfolio—using examples from businesses such as Ryanair, ... More
5. The Creative Agencies: Creating New Campaigns

5. The Creative Agencies: Creating New Campaigns  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0005
Item type: 
chapter
ISBN: 
9780199568925
Since the end of the 20th century advertising agencies have become increasingly specialised. What role does the advertising agency have in forming the campaign from conception to finish? It ... More
7. The ethics of branding

7. The ethics of branding  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0008
Item type: 
chapter
ISBN: 
9780198749912
Branding is a powerful force, but is it always a force for good? ‘The ethics of branding’ considers both the negative and positive aspects of branding. Some branding practices can involve ... More
8. A future for branding?

8. A future for branding?  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0009
Item type: 
chapter
ISBN: 
9780198749912
Branding, although an old practice, has recently become a big topic, a boardroom priority, and a field of academic research. Its scope has expanded into culture, politics, education, ... More
8. The Good, The Bad, and The Ugly

8. The Good, The Bad, and The Ugly  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0008
Item type: 
chapter
ISBN: 
9780199568925
Advertising is regarded with suspicion because of its perceived manipulative powers and its intrusion into our lives. ‘The good, the bad, and the ugly’ looks at the positives and negatives ... More
3. The history of branding

3. The history of branding  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0004
Item type: 
chapter
ISBN: 
9780198749912
‘The history of branding’ outlines the five different versions of branding seen over history. The first dates back to the Ancient Egyptians who, with the branding of cattle, demonstrated ... More
4. How branding works

4. How branding works  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0005
Item type: 
chapter
ISBN: 
9780198749912
‘How branding works’ explains that we choose things not just for functional reasons, but also for how they make us feel about ourselves, and about our relationships with others. We make ... More
2. How the Advertising Industry is Structured

2. How the Advertising Industry is Structured  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0002
Item type: 
chapter
ISBN: 
9780199568925
Advertising is not a modern phenomenon. Invented in classical Athens, it developed further in Rome, Herculaneum, and Pompeii. After the fall of the Roman Empire, advertising experienced a ... More
Introduction

Introduction  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0001
Item type: 
chapter
ISBN: 
9780198749912
Every day, we’re exposed to thousands of brand messages. The rise of brands has been phenomenal and unstoppable. Today, branding shapes and defines our world at every level, from the ... More
6. The Media Agencies: Spending the Clients' Money

6. The Media Agencies: Spending the Clients' Money  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0006
Item type: 
chapter
ISBN: 
9780199568925
Some argue that selecting the media and creating advertisements are part of the same process of producing a cost-effective campaign. Creative and media agencies rarely communicate as they ... More
4. The Media: Blowing the Advertisers' Trumpets

4. The Media: Blowing the Advertisers' Trumpets  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0004
Item type: 
chapter
ISBN: 
9780199568925
The second part of the advertising tripartite is the media that carry the advertisements. What is this ‘media’? Since the arrival of the Internet and digitization, advertising media is in a ... More
7. Research, Research, Research

7. Research, Research, Research  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0007
Item type: 
chapter
ISBN: 
9780199568925
‘Research, research, research’ looks into popular theories on advertising putting scientific fact to theory including subliminal advertising, tachistoscopes, sweat measurement, interest ... More
9. The Role of Advertising in Society

9. The Role of Advertising in Society  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0009
Item type: 
chapter
ISBN: 
9780199568925
Can advertising be moral? The tripartite of advertising (advertisers, media, and agencies) ought to include a fourth element: the public. This is the group the critics of advertising are ... More
1. The triumph of branding

1. The triumph of branding  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0002
Item type: 
chapter
ISBN: 
9780198749912
Brands have been around for centuries, but the idea has become central to our lives since the 1980s. Since then, branding has become pervasive, reaching into even the poorest parts of the ... More
1. What does Advertising Do?

1. What does Advertising Do?  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0001
Item type: 
chapter
ISBN: 
9780199568925
We use the word ‘advertising’ to cover all kinds of publicity. Within the advertising industry the word is used more specifically as one type of marketing communication. Every advertisement ... More
2. What is ‘branding’?

2. What is ‘branding’?  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0003
Item type: 
chapter
ISBN: 
9780198749912
‘What is “branding”?’ begins by trying to define ‘brand’. Is it simply a name, or a logo, or a particular colour, or perhaps a slogan? Or is it about more than the product itself? An ... More

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