Frederic Taylor

The Economics of Advertising (eBook, ePUB)

• Format: ePub

Produktbeschreibung

What is the economic justification of advertising? Is it a vital energizing force in industry, or does it represent a serious waste of money and effort? The great increase in the volume of publicity in modern times is causing people to wonder what its final outcome will be, and whether it is a development to be welcomed or regarded with suspicion.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 256
• Erscheinungstermin: 2. Mai 2013
• Englisch
• ISBN-13: 9781136670497
• Artikelnr.: 39294824

Autorenporträt

Frederic Taylor

Inhaltsangabe

Part 1. Advertising and Industry - An Economic Analysis 1. The Development
of Advertising and its Significance. The Rise of Modern Marketing Methods
2. The Function of Advertising (1). Introduction. The Claims Made for
Advertising 3. The Functions of Advertising (2). The Claims Made for
Advertising 4. Criticisms of Advertising (1) 5. Criticisms of Advertising
(2). Part 2. Advertising and the Community 6. Some Social Criticisms of
Advertising. The Power of Advertisers to Mould Opinion 7. The Press and
Advertising. The Commercialization of the Press. Advertising and Editorial
Policy 8. The Relation of Advertising to Some Modern Developments in
Marketing. The Increasing Control of Marketing by Manufacturers.
Standardization and Branding 9. The Organization of the Advertising
Business. The Advertising Agency. The Press Agent. The Advertising
Consultant. Poster Advertising. The Work of Advertising Agencies. The
Remuneration of Advertising Agents. The Audit Bureau of Circulations.
Associations in the Advertising Business 10. Concluding Questions: The
Future of Advertising. The Power of the Advertiser. Wider Uses of
Advertising Part 3. The Scope and Development of Advertising - A
Statistical Survey 11. The National Expenditure on Advertising - The
Development of Press Advertising. The Total National Expenditure. The
Growth in Expenditure. The Development of Press Advertising. Expenditure by
Individual Advertisers. Advertising Expense as a Proportion of the Final
Selling Price 12. The Distribution of Advertising Expenditure. The Classes
of Goods Advertised. Advertising Media. The Principal Groups of Advertisers
Appendix 1. The Scope of an Economic Analysis of Advertising Appendix 2.
The History of Press and Poster Advertising. Index.