By Winston Fletcher
ISBN-10: 0199568928
ISBN-13: 9780199568925
John Wanamaker famously saw that "half the money I spend on ads is wasted; the difficulty is, I don't be aware of which half." certainly, although ads is pervasive in our society, the way it works (if and while it really works) isn't really a question such a lot people can resolution. during this Very Short Introduction, Winston Fletcher, a pro advertisements veteran with wide within wisdom, deals an illuminating examine this billion-dollar enterprise, dispelling a few of the myths and misunderstandings surrounding the undefined. Fletcher bargains a brief heritage of advertisements 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 on the monetary aspect of ads and asks how today's Wanamakers understand in the event that they were winning, or no matter if their funds has actually been wasted. The booklet concludes with a dialogue of arguable and unacceptable components of ads, corresponding to ads aimed toward young children and the advertising of goods reminiscent of cigarettes and alcohol.
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Additional resources for Advertising: A Very Short Introduction
Example text
Advertisers can thus select for their campaigns the papers that are specifically read by their target markets. The cost of buying advertising space is broadly 49 The media: blowing the advertisers’ trumpets Daily Express Daily Mail Daily Mirror Daily Record (Scotland) Daily Star Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Advertising proportional to the size of the circulation, but the quality papers – such as the Financial Times and The Times, the Sunday Times and Sunday Telegraph – can charge higher prices because they provide advertisers with more affluent and more influential readers.
16 Chapter 2 How the advertising industry is structured Look back in wonder Like most people, you probably believe advertising is a relatively modern phenomenon – perhaps a century or two old – and that it was invented in America. Both are twaddle. Advertising shop signs existed some 6,000 years ago, and were common in Rome and throughout the ancient world. But it was the classical Athenians who can probably lay claim to the invention of commercial advertising as we know it today. In Athens, town criers, chosen for their mellifluous voices and clear elocution, strolled through the streets making public proclamations, and interrupted their proclamations with paid-for advertisements ( just as advertisements interrupt television newscasts today).
So we must now turn to the advertisers, and analyse them and the ways in which they operate in more detail. 30 Chapter 3 Advertisers: the paymasters Why do advertisers advertise? The first and most important decision any advertiser makes is . . to advertise. Many people think large companies have no choice but to advertise. This is simply wrong. Many of the world’s largest businesses – especially heavy industrial businesses like steel manufacturers or shipbuilders – do no advertising at all, or so little it hardly counts.
Advertising: A Very Short Introduction by Winston Fletcher
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