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8. The Good, The Bad, and The Ugly
Winston Fletcher
in Advertising: A Very Short Introduction
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 ...
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9. The Role of Advertising in Society
Winston Fletcher
in Advertising: A Very Short Introduction
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 ...
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1. What does Advertising Do?
Winston Fletcher
in Advertising: A Very Short Introduction
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 ...
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4. The Media: Blowing the Advertisers' Trumpets
Winston Fletcher
in Advertising: A Very Short Introduction
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 ...
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2. How the Advertising Industry is Structured
Winston Fletcher
in Advertising: A Very Short Introduction
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 ...
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6. The Media Agencies: Spending the Clients' Money
Winston Fletcher
in Advertising: A Very Short Introduction
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 ...
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Advertising: A Very Short Introduction
Winston Fletcher
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 ...
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