Advertising: A Very Short Introduction Fletcher Winston Formerly founder Chairman of the World Advertising Research Center. Vice President of the History of Advertising Trust and Visiting Professor
Advertising: A Very Short Introduction Fletcher Winston Formerly founder Chairman of the World Advertising Research Center. Vice President of the History of Advertising Trust and Visiting Professor…
Specifikacia Advertising: A Very Short Introduction Fletcher Winston Formerly founder Chairman of the World Advertising Research Center. Vice President of the History of Advertising Trust and Visiting Professor
Advertising: A Very Short Introduction Fletcher Winston Formerly founder Chairman of the World Advertising Research Center. Vice President of the History of Advertising Trust and Visiting Professor
John Wanamaker famously observed that half the money I spend on advertising is wasted; the trouble is, I don't know which half. 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. 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.
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 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.