Advertising: A Very Short Introduction by Winston Fletcher
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Advertising: A Very Short Introduction

Advertising: A Very Short Introduction


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About the Book

John Wanamaker famously observed that "half the money I spend on advertising is wasted; the trouble is, I don't know which half." Indeed, though advertising is pervasive in our society, how it works (if and when it works) is not a question most of us can answer. In this Very Short Introduction, Winston Fletcher, a seasoned advertising veteran with extensive inside knowledge, offers an illuminating look at this billion-dollar business, dispelling some of the myths and misunderstandings surrounding the industry. Fletcher offers a short history of advertising and explains how the industry works and how each of the parties--the advertisers, the media, and the agencies--contribute to the process. He also looks at the financial side of advertising and asks how today's Wanamakers know if they have been successful, or whether their money has in fact been wasted. The book concludes with a discussion of controversial and unacceptable areas of advertising, such as advertising aimed at
children and the promotion of products such as cigarettes and alcohol.

About the Author:
Winston Fletcher is Founder Chairman of the World Advertising Research Center, Vice President of the History of Advertising Trust, and Visiting Professor of Marketing at the University of Westminster.


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Product Details
  • ISBN-13: 9780199568925
  • Publisher: Oxford University Press, USA
  • Publisher Imprint: Oxford University Press, USA
  • Depth: 6
  • Language: English
  • Returnable: Y
  • Spine Width: 13 mm
  • Weight: 192 gr
  • ISBN-10: 0199568928
  • Publisher Date: 15 Jul 2010
  • Binding: Paperback
  • Height: 173 mm
  • No of Pages: 160
  • Series Title: Very Short Introductions
  • Sub Title: A Very Short Introduction
  • Width: 109 mm


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    A Thrilling But Totally Believable Murder Mystery

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