Advertising: A Very Short Introduction - download pdf or read online

By Winston Fletcher

ISBN-10: 0199568928

ISBN-13: 9780199568925

John Wanamaker famously saw that "half the cash I spend on ads is wasted; the difficulty is, I don't recognize which half." certainly, notwithstanding ads is pervasive in our society, the way it works (if and whilst it really works) isn't really a query so much people can solution. during this Very Short Introduction, Winston Fletcher, a professional advertisements veteran with huge within wisdom, bargains an illuminating examine this billion-dollar company, dispelling many of the myths and misunderstandings surrounding the undefined. Fletcher deals a brief heritage of ads and explains how the works and the way all the parties--the advertisers, the media, and the agencies--contribute to the method. He additionally appears to be like on the monetary facet of ads and asks how today's Wanamakers understand in the event that they were profitable, or no matter if their cash has in truth been wasted. The booklet concludes with a dialogue of debatable and unacceptable parts of ads, resembling advertisements geared toward young children and the advertising of goods akin to cigarettes and alcohol.

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The cost of the advertising will also be determined by the size of the advertisement, whether or not it is in colour, and its whereabouts in the newspaper. Larger advertisements cost more than smaller ones, but the cost is not directly proportional to size: to encourage advertisers to buy bigger spaces, smaller advertisements are generally slightly more expensive pro rata. Colour advertisements are more expensive than black and white ones: historically, this was because colour used to cost more to print – today the printing cost differentials are small, and the price differentials simply reflect supply and demand.

Advertising 1) Brands do not necessarily need to be more expensive than their competitors: today retailers’ own brands are usually cheaper, but are seen by their purchasers to be excellent value, that is the way such brands are superior. Brands do not necessarily need to be superior in quality to their competitors: in terms of quality, popular family cars cannot compete with Porsches and Bentleys, but again they are seen by their purchasers to be excellent value, and that is the way they are superior.

Equally, it is because the Internet is so especially good as a search medium that it has seriously bitten into the classified advertising revenues of print media in the 21st century. Most mass media would not exist if they did not receive hefty revenues from advertising. The only exceptions are public service media like the BBC, wholly funded by the state, and paid for by governments in various ways around the world. These government-funded media comprise but a small fraction of the total international media scene.

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Advertising: A Very Short Introduction by Winston Fletcher


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