Summary
Contents
Subject index
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.
Ethics of Advertising: Oxymoron or Good Business Practice?
Ethics of Advertising: Oxymoron or Good Business Practice?
An advertising agency, hoping to make an impression on a large corporate client, sent the client background research information and the creative it had developed for one of the corporation's smaller competitors.
A recent television advertising campaign for Armstrong flooring shows a man installing a floor and commenting on his wife's indecisiveness while she stands by, mop in hand, waiting to clean the floor.
A research study revealed that young children have higher recall rates for “Joe Camel” than they do for Mickey Mouse.
These brief vignettes all raise ethical issues related to advertising practice. Although none of the people responsible for what is described in these three examples overtly intended harm, ...
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