Advertising A New Approach (RLE Advertising)

Index

 

A

 

Admass, 115–17

advertisement

aims of, 137

combative and constructive, 44

concerned with arguments, 43

economists' attitude to, 44–7

hypothetical elimination of, 50

Advertising Expenditure 1956, 37n., 175, 176

advertising ‘wars’, 98–103

agencies, Chapter 9 passim

commission system, 175, 181, 185–8

competition among, 180–1, 188

delegation of advertising functions, 177–9

functions of, 175, 180

legal position of, 176

payment of, 185–7

percentage of advertising handled by, 176–7

professional associations, 184

professional ethics, 184–5

qualities of good, 180–2

recognition of, 184–5

reputation, 184

theory of, 177–9

U.S. system, 175, 187–8

agents, 129–30, 175

appeals to the consumer, 51, 60, 76, 82, 108, 194

classification of, 29–31

appropriations, ...