"Economist" Pocket Guide to Advertising

Ads, brands, commercials - we all know and have views about them. They are the visible, familiar, omnipresent part of the advertising world. But how are they created? Evaluated? Researched? Today more and more people, as part of their normal business or professional life, are having to come to terms with the advertising business. "The Economist Pocket Guide to Advertising" has been created for them to give an insider view of the experts and expertise which now dominate every aspect of advertising. Essential words - the "adspeak" of the media men and market researchers, planners and TV producers - are defined. In addition, major topics, new theories of communication, techniques of market modelling, controversies about the importance of salience or life-style definitions are discussed. With over 400 key words, illustrated with charts, cartoons and famous advertising old and new, this guide is a comprehensive introduction to what every business executive needs to know about.