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Advertising: A Very Short Introduction by Winston Fletcher

By Winston Fletcher

John Wanamaker famously saw that "half the money I spend on advertisements is wasted; the difficulty is, I don't be aware of which half." certainly, even though advertisements is pervasive in our society, the way it works (if and while it really works) isn't really a question so much people can resolution. during this Very Short Introduction, Winston Fletcher, a professional ads veteran with wide within wisdom, bargains an illuminating examine this billion-dollar enterprise, dispelling many of the myths and misunderstandings surrounding the undefined. Fletcher bargains a brief historical past of advertisements and explains how the works and the way all of the parties--the advertisers, the media, and the agencies--contribute to the method. He additionally appears to be like on the monetary aspect of advertisements and asks how today's Wanamakers recognize in the event that they were profitable, or no matter if their cash has in reality been wasted. The e-book concludes with a dialogue of arguable and unacceptable parts of ads, akin to ads aimed toward kids and the promoting of goods equivalent to cigarettes and alcohol.

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Responding to their concerns, in the late 1970s a group of leading UK advertising agency researchers and planners, led by a man called Dr Simon Broadbent, realized it was becoming urgent for agencies to meet the challenge and prove how cost-effective 36 Returning to Britain from America, Broadbent naturally knew all about DAGMAR and the EFFIES. He determined that Britain needed an advertising effectiveness awards competition of its own. By nature a somewhat academic business consultant rather than a words-and-pictures adman, Broadbent wanted the scheme to be more rigorous than the EFFIES.

Talented account planners will put flesh on the bare bones of the data, and make the advertising strategy inspiring and exciting to those who will have to put it into effect. ) Only at this point will the agency’s creative teams and the media specialists go to their starting blocks and prepare to get the campaign moving. The next part of the account planner’s task is still more difficult. Once the draft advertising strategy has been agreed, and put into action, it will be the account planner’s responsibility to ensure that the resulting campaign meets the strategy’s stated objectives.

The underlying assumption is that advertising is a game of two halves: advertising which works, and advertising which does not work. This belief is widespread, and is not confined to members of the public. It is almost universally accepted by people who work in advertising – whether they work for advertisers, the media, or agencies. But it is far, far too simple. Advertising is not a game of two halves; advertising is a rainbow, or anyway a prismatic spectrum. Think of it this way. You want to sell an old bike.

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