Advertising [antikvár]

Introduction How does advertising work? Why do companies spend so much on it? Is it really necessary? What are the techniques that advertisers' use? Who really benefits from advertising? Is it really honest ? Could it be improved ? Advertising impinges upon all of our lives, hundreds and often thousands of times each day. In newspapers and magazines, on radio and television, in our post and on posters, on billboards and buses advertisements greet us, tempt us, inform us and amuse us. The importance of advertising in Western countries can be demonstrated by the volume of money spent on it: in Britain, advertising expenditure exceeds Li,ooo million annually; in the U.S.A. the figure is $26,000 million; Germany and France spend about as much as Britain, Japan almost twice as much. This new edition of Teach Yourself Advertising has been written both for students and, more generally, for readers throughout the world who wish to understand the background to this fascinating subject. While the ground it covers is essential knowledge for any advertising student, it contains a wealth of facts and case histories that will answer the questions that everyone, everywhere, asks about advertising from time to time. Also Teach Yourself Advertising contains much new information that has never before been widely published outside the advertising industry itself. It includes data on how much advertising money is spent, where it is spent and who spends it—information previously not available in such comprehensive detail.