Advertising: A Very Short Introduction (Very Short Introductions) |  | Author: Winston Fletcher
Publisher: Oxford University Press, USA
Category: Book
List Price: $11.95
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Seller: thermite-media
Rating:  1 reviews
Sales Rank: 369715
Media: Paperback
Pages: 144
Number Of Items: 1
Shipping Weight (lbs): 0.3
Dimensions (in): 6.7 x 4.3 x 0.5
ISBN: 0199568928
Dewey Decimal Number: 659
EAN: 9780199568925
ASIN: 0199568928
Publication Date: July 15, 2010
Availability: Usually ships in 1-2 business days
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| • | ISBN13: 9780199568925 | | • | Condition: New | | • | Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed |
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Product Description
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.
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| Customer Reviews:
A Masterful and Concise Introduction to Advertising August 7, 2010
Bojan Tunguz (Greencastle, IN USA)
1 out of 1 found this review helpful
Advertising is one of the prominent features of modern life, and it is virtually impossible to go through your daily routine without being bombarded by countless ads. Most people tend to get irritated or annoyed with advertising, and consider it a necessary evil; many are only willing to endure it if they stand to gain from their presence. For instance, many software applications come in two basic versions: one that is given away for free but features prominently displayed advertisements, while a second version charges a fee but comes free of ads. Advertising, it would seem, is a necessary evil that we have to put up with as a price for living in an increasingly informationally rich world.
This very short introduction reexamines some of our preconceptions about advertising. It dismantles several stereotypes and questions certain views of advertising that have become the part of universal lore, even within the advertising industry. The author has a very rich experience in the actual advertising world and is adept at imparting his knowledge to the general audience. The book presents a very interesting and rich history of advertising, showing that contrary to what we may think advertising is as old as the civilization itself. The bulk of the book, however, deals with the more recent centuries, particularly the developments since the second half of the twentieth century. The book is very relevant for the modern reader, as it pays close attention to the most up-to-date uses of media and technology for advertising purposes. One of the book's biggest strengths is the focus on real world advertising practices and concerns. For instance, every unfamiliar concept is illustrated by an easily accessible real-world scenario. A nice bonus of the book that I thoroughly endorse is that it is completely devoid of any mention of advertising "theory" that has become all the rage in the academic departments. This is as good of the very short introductions as they come: concise, meaningful, relevant, and completely capable of introducing the reader to an unfamiliar topic. Personally I could not think of a better way of being introduced to advertising than through this short book.
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