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Imperial Library
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Index
Preface
List of illustrations
1 What does advertising do?
2 How the advertising industry is structured
3 Advertisers: the paymasters
4 The media: blowing the advertisers’ trumpets
5 The creative agencies: creating new campaigns
6 The media agencies: spending the clients’ money
7 Research, research, research
8 The good, the bad, and the ugly
9 The role of advertising in society
Further reading
Index
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