Overview

Effective advertising reaches potential customers and informs them of your products or services. Ideally, advertising should capture the prospective customer's attentions attention and entice them to use your product. Regardless of the method, all your advertising should be clear and consistently reflect the unique positioning statement of your business. Advertising is communication intended to inform, educate, persuade, and remind individuals of your product or business. Advertising must work with other marketing tools and business elements to be successful. Advertising must be interruptive - that is, it must make you stop thumbing through the newspaper or thinking about your day long enough to read or hear the ad. In this book, the author has created a concise and enjoyable guide to the advertising industry. Drawing from their decades of experience in the best advertising agencies in the world, working with some of the biggest brands, they offer a view on how the industry really works. The book covers agencies, clients, media channels, new technology, how advertising works, the culture of advertising, the ethics of advertising, and the advertising industry's future.

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