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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
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
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
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
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
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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