The subject of advertising is often treated with indifference by
economists and disdain by the public. Indeed, from time-to-time,
there have been calls to ban advertising. Though there has been no
general ban, advertising has been prohibited in some sectors and
further regulation in this field is continually being considered.
Given the importance of advertising in political discussion and the
lack of evidence regarding its role and effectiveness, Ralph Harris
and Arthur Seldon published Advertising in a Free Society in the
late 1950s. This seminal work provided a dispassionate and serious
analysis of the subject. It concluded that advertising played a
positive role in communicating information and building brand
loyalty. Interestingly, some of the most dishonest forms of
promotion came from politicians. Christopher Snowdon has skillfully
abridged Harris and Seldon's work whilst adding important modern
insights. Perhaps the most important of these is his critique of
the claim that advertising coerces people into acting against their
best interests. He also finds that the modern economic literature
largely supports Harris and Seldon's view that advertising
facilitates competition and lowers prices. This new study is an
important work for all interested in public policy as well as for
those studying marketing in business schools or as part of a
professional qualification.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
