TY  - BOOK
AU  - Winston, L Wayne FLETCHER
TI  - Advertising: An Introduction 
SN  - 9780199568925
U1  - 659.1 FLE 
PY  - 2010///
CY  - London
PB  - Oxford University Press
KW  - Advertising
N1  - 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
ER  -