Advertising A New Approach (RLE Advertising)

PREFACE

 

This book is a by-product of my work as Research Fellow in Advertising and Promotional Activity at the London School of Economics in the University of London. When I took on this work I foresaw two particular difficulties. The first was the delicate nature of the task of collecting full and reliable information about the inner workings of the advertising business itself–a business which is always a centre of controversy, which is particularly complex in its structure and operation, and which has sometimes been repaid for its pains in giving information about itself by having that information used as a stick with which to beat it. The second difficulty was the more general one of getting a wider public to examine problems of advertising ...