| Description |
1 online resource (xiii, 229 pages) |
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text file |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Cover; Advertising; Copyright; Contents; Introduction; Chapter 1. From Advertising to Marketing; What is advertising?; Do all companies or organizations use advertising?; How do they come up with the ideas for advertising?; Is there more than one type of advertising?; Is there a difference between advertising and marketing?; What is the difference between public relations and advertising?; Why has public relations become so central to marketing?; What is branding?; Why is branding so pervasive?; Why is branding so important to consumers?; What is the goal of advertising? |
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How do advertisers get us to buy their products?Can advertisers get us to buy a product that we don't want?; Chapter 2. The Business of Advertising; What is the economic impact of advertising?; How much money is spent on advertising in the United States?; What about worldwide spending?; Who is the biggest advertiser?; Who are other predominant advertisers?; What are the most advertised brands in the United States?; What is the relationship between advertising and the media?; How is advertising spending distributed across different media formats, such as television, print, and digital? |
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What is the impact of digital media on advertising spending?How much does advertising cost?; Why is advertising so expensive?; How do advertising agencies make money?; Who pays the advertising agency?; Who are the major media companies that depend on advertising revenue?; Are media still heavily dependent on advertising?; How are television networks making up the advertising revenue lost to digital media?; How is the advertising business structured?; How much time do we spend with media and why does that matter?; Chapter 3. Consumer Behavior; What is consumer behavior? |
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When did advertising become based in psychology?How do advertisers discover these consumer insights?; How do we decide what to buy?; What influences our purchase choices?; What are demographics?; What are some of the key demographic cohorts?; Are women more important to advertisers than men?; What are psychographics?; Why do advertisers break up the population into groups?; Is that why media are designed for different audiences?; What are target audiences?; Do marketers only want to reach buyers?; What is the ultimate goal of prying into our personal lives?; Chapter 4. Creative. |
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What constitutes good advertising?What are some examples of good advertising?; Is there a best commercial of all time?; What is the process for deconstructing an ad so I can analyze it myself?; What are the three elements of advertising?; How does a company decide on a competitive strategy?; How does targeting get translated into creative executions?; What is positioning?; Who is responsible for creating advertising?; How do marketers decide what to put in an ad?; What exactly is contained in a creative brief? |
| Summary |
Mara Einstein exposes how our shopping, political, and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know® helps us combat the effects of manipulative advertising and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of ""Big Data."" Most importantly, it awakens us to advertising's subtle and not-so-subtle impact on our lives-both as individuals and as a global society. What ideas and information are being communicated to us-and to wh. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising -- Social aspects.
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Advertising -- Social aspects. |
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Advertising.
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Advertising. |
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BUSINESS & ECONOMICS -- Advertising & Promotion. |
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Business and Management. |
| Other Form: |
Print version: Einstein, Mara. Advertising. New York, NY : Oxford University Press, [2017] 9780190625894 (DLC) 2016038612 |
| ISBN |
9780190625917 (electronic book) |
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0190625910 (electronic book) |
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9780190625900 (electronic book) |
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0190625902 (electronic book) |
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0190625899 |
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9780190625894 |
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9780190625894 (paperback) |
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