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Advertising : what everyone needs to know / Mara Einstein

By: Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: New York, NY : Oxford University Press, 2017Description: 1 Online-Ressource (xiii, 229 pages)ISBN:
  • 9780190625900
  • 9780190625917
Subject(s): Additional physical formats: 9780190625894. | 9780190625887. | Erscheint auch als: Advertising. Druck-Ausgabe New York, NY : Oxford University Press, 2017. xiii, 229 SeitenRVK: RVK: QP 630 | AP 14450LOC classification:
  • HF5821
Online resources: Summary: 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?Summary: 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. CreativeSummary: 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 whPPN: PPN: 897914813Package identifier: Produktsigel: ZDB-4-NLEBK | ZDB-4-EBU | ZDB-4-EBA
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