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Fletcher Winston

Advertising : A short introduction - Oxford Oxford University Press 2010 - 140p xiii

Contents: 1. What does advertising do? ;
2. The structure of the advertising industry ;
3. Advertisers: the paymasters ;
4. The media: blowing the trumpet ;
5. The agencies: (i) creating the ads ;
6. The agencies: (ii) spending the clients' money ;
7. Research, research, research ;
8. The good, the bad and the ugly ;
9. The benefits of advertising

ISBN: 9780199568925

Subjects--Topical Terms:
1. Consumer Law - Advertising - Marketing

Dewey Class. No.: 343.071000 / FLE