Advertising A New Approach: 1st Edition (Paperback) book cover

Advertising A New Approach

1st Edition

By Walter Taplin

Routledge

216 pages

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Paperback: 9781138966178
pub: 2015-11-26
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Hardback: 9780415817868
pub: 2013-03-21
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pub: 2013-06-26
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Description

Walter Taplin here presents the first fruits of his exhaustive enquiry into the causes of this massive feature of contemporary life. Advertising has deeper and more interesting sources than the mere desire of manufacturers to secure markets, or of high-pressure salesmen to secure commissions. Taplin explores the nature of human wants, examines the functions and limitations of information, and distinguishes the good from the bad in the arts of persuasion. His approach to the subject is indeed a new one, and of the greatest value to all who wish to understand one of the most powerful forces of the day.

First published in 1960.

Table of Contents

Preface. 1. Introduction 2. Wants 3. Information 4. Persuasion 5. Competition 6. Morals 7. Appropriations 8. Budgets 9. Agency 10. Technique. Index.

About the Series

Routledge Library Editions: Advertising

Routledge Library Editions: Advertising brings together as one set, or individual volumes, a series of previously out-of-print classics from a variety of academic imprints. With titles as varied as Advertising and Psychology, Advertising in the 21st Century, Outdoor Advertising and The Economics of Advertising, this set provides in one place a wealth of important reference sources from a wide range of authors expert in the field.

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Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS002000
BUSINESS & ECONOMICS / Advertising & Promotion
SOC000000
SOCIAL SCIENCE / General