Advertising: A Very Short Introduction

Description

Very Short Introductions have proven to be extremely popular with general readers, as well as undergraduates and their lecturers.

How advertising works is not a question that has a simple answer.

Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry.

The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted.

Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry.

Key Features

• Addresses the question most frequently asked by the public and students in relation to this subject – how does advertising work?
• Explores the many different ways in which campaigns work (or fail to work)
• Explains the role of advertising in commerce and industry, in society, and in the media
• Covers the structure of the advertising industry; who are the advertisers?; the role of brands and branding; the key advertising media sectors; the creation of advertisements; the finances; research; controversial areas of advertising; and the benefits of advertising
• Part of the bestselling Very Short Introductions series – over three million copies sold worldwide

Table of 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

About the Series

Oxford’s Very Short Introductions series offers concise and original introductions to a wide range of subjects – from Public Health to Buddhist Ethics, Soft Matter to Classics, and Art History to Globalization. Each volume provides an authoritative and engaging assessment of a concept, field, or body of work, drawing out the central ideas, themes, and approaches. Our expert authors combine facts, analysis, new insights, and enthusiasm to make often challenging topics highly readable to develop your core knowledge. With over 700 titles and many more in development, as well as regularly updated new editions, the series is constantly evolving to reflect a contemporary readership. Whatever your area of study, whatever the topic that fascinates you, the series is an indispensable and accessible guide that will enrich your understanding.

Reviews

“The Very Short Introductions range from worth reading to wonderfully appealing… Much of the pleasure to be found in them is the bedrock one of good nonfiction: facts… They appeal to us because the world is vast and strange, because everywhere we look, from the firefly flashing in the darkness to Auden’s elegy for Yeats, there is something to provoke our curiosity, some sliver of existence that we want to understand.” – New Yorker Magazine

“I have a pile of the Short Introductions and they are uniformly excellent: an ideal way to dip your toe in a topic and, being relatively cheap, allow you to decide whether invest in more expensive tomes. They’re well written by leaders in their area, thought-provoking and insightful.” – Mark Greener, Fortean Times

“I absolutely LOVE the VSI series. It’s just so well produced – excellent writing and interesting topics. Just a superb overall series to dive into.” – Grrl Scientist, The Guardian

“I love the Very Short Introduction Series as should everyone who is interested in the history of ideas. They manage to straddle that difficult line between making the complex accessible without ever compromising on quality. The sheer range of subjects covered make the series an invaluable asset for anyone trying to understand the development of human thought. They are a must-go-to gateway for those of us keen to know more but needing a steer as to where to start.” – Claire Fox, Director, Institute of Ideas

“The Oxford University Press VSI series… is to non-fiction what Penguin Books have always been for literature.” – Jim Cullen, History News Network

“Expert, concise but far from bland, Oxford’s Very Short Introductions series must rank by now as a thinking reader’s Wikipedia” – Boyd Tonkin, The Independent

“Great price, beautifully designed and produced, authoritative content and inviting subjects covered – if only all publishing hit these heights.” – The Bookseller

“a fascinating series of ‘all you need to know’ introductions by experts to complex topics.” – The Times

“The Very Short Introductions are fantastically informative books…” – Big Issue in the North

“I am addicted to this series of pocket-portable introductory lectures.” – Guardian Review

“These Very Short Introductions have a style and integrity all of their own.” – Scotsman

“A thoroughly good idea. Snappy, small format … stylish design … perfect to pop in your pocket for spare moments” – The Times

“A series of instantly accessible handbooks that neither shame our ignorance nor frighten us with their erudition. All are to be applauded.” – Oxford Times

“If there’s anything you ever wanted to know more about … grab yourself one of these little beauties.” – Sarky Cutt, Greenwich University

“These perfect books form a solid grounding in various subjects, stretching from the Bible and the Koran, to Social and Cultural Anthropology … interesting, informative and concise, they combine to make a beautiful set. They will broaden your studies, widen your knowledge and maybe give you a chance of winning those pub quizzes once in a while!” – The Beaver, LSE

“Would make a useful addition to any bookshelf, and their size makes them ideal for carrying around” – Humanist Philosophers Group

“Attractively packaged and, very importantly these days… attractively priced. They are the sort of books that can be read in a couple of evenings but repay further study.” – The Philosophers Review

“Always invigorating” – Independent on Sunday

Author Biography

Winston Fletcher, Formerly 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