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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
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
Advertising: A Very Short Introduction

Advertising: A Very Short Introduction  

Winston Fletcher

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.001.0001
Item type: 
book
ISBN: 
9780199568925
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 ... 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

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