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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
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
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

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