Advertising : An Introduction /
Winston, L Wayne FLETCHER
- London Oxford University Press 2010
- 144
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