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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
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
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
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
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

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