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Study Abroad: Persepectives and Experiences From Business Schools (Advances in International Marketing)




Author: E.C. Lashbrooke, G.T.M. Hult
Type: eBook
Date Released: 2003
Format: pdf
Language: English
Page Count: 246
Isbn10 Code: 076230989X
Isbn13 Code: 9780762309894


From Publishers Weekly Starred Review. In this heady, well-researched gem, British journalist Tungate (Fashion Brands) illustrates the history and globalization of the $400-billion-a-year advertising industry. Tungate begins by simultaneously addressing consumers' skepticism (or outright disdain) toward the "jargon, psychobabble and double talk of advertising," and advertisers' laudable financing of "a free, varied, democratic media," before hunting down advertising's birth during the Industrial Revolution. He traces the industry from there through today's exploding media frontier of new global markets, viral advertising and seemingly infinite bandwidth. Along the way, he looks at trailblazers like Bill Bernbach and David Ogilvy, whose prosperous agencies and their offspring propelled the industry worldwide, and especially in the US, throughout the 20th century. He looks at key players, time periods and hotspots (Madison Avenue in the 1950s, Tokyo's Dentsu, the Omnicom mega-merger) with snappy storytelling, interviews with bigwigs and buckets full of trivia. Tungate argues effectively that the prevalence and effectiveness of a given country's advertising is commensurate with that country's entire economy; media enthusiasts and professionals will find this a handy, entertaining and insightful guide to the past and future of the ad world. Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. "Writing an entire history of advertising around the world is clearly an ambitious project.  Tungate pulls it off and has published a rare beast: a highly readable yarn that would also make a good textbook for aspiring ad folk." -- Jonah Bloom, Advertising Age, Sept 2007

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BHW
چهارشنبه 30 فروردین 1396 04:18 ب.ظ
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