Powers of Persuasion

Powers of Persuasion by Winston Fletcher

During the second half of the 20th century advertising in Britain led the world. In those years advertising boosted economic growth and peoples' affluence. It reached its peak as a proportion of the Gross National Product and increasingly came to touch upon almost every aspect of every individual's life. At the same time the advertising industry was frequently under siege, as politicians, pressure groups, and others constantly sought to restrain its influence - and often succeeded. Yet no history of British advertising covering this heady period has previously been published. During the 1970s and 1980s British advertising creativity led the world. But Powers of Persuasion is not just about advertisements - it is about advertising. In the second half of the last century Britain was also a world leader in setting industry benchmarks - innovating the disciplines of account planning and market research, setting the standard for public service advertising, launching global advertising awards festivals, introducing the best system of advertising regulation, setting up the world's largest advertising archive, and the most comprehensive on-line advertising research databank in the world. All these were the keystones on which British creativity was build. Simultaneously, British advertising companies - particularly Saatchi and Saatchi and WPP - took their place among the world's greatest.Powers of Persuasion tells the authoritative story of this dynamic, exhilarating era, with pen portraits of the personalities involved, anecdotes, case histories, and essential data. Written from the inside by one of the industry's leaders, it is a book for advertising specialists and the general public alike.

A comprehensive, highly readable and well-researched history.. it is fascinating and thought-provoking, and I wish everyone in the ad business would read it. * Paul Feldwick, Market Leader *
This book is important, vauable, and a great read... Insights abound... the mini case-studies are excellent. * Tim Ambler, International Journal of Advertising *
Do go and buy this book. You'll enjoy it, and it's important to read it. * brand-republic.com *
The author shows a seductive flair for combining piquant anecdotes about individual agencies and campaigns with revealing and reliable data, which makes the book both enjoyable for the general reader and solidly based. * Financial Times *
A readable and racy inside story of the British advertising industry. * Isabelle Szmigin. Times Higher Education. *
Fletcher plainly knows his stuff and writes in a crisp, lively way. He's also taken great pains to animate his characters, thus ensuring that his narrative has a properly flesh-and-blood feel to it. * Telegraph *

Winston Fletcher has worked in advertising for many years, and is the only person ever to have been both Chairman of the Advertising Association and President of the Institute of Practitioners in Advertising. He has spoken and lectured throughout the world on advertising, marketing, and marketing research, and has written extensively on advertising in the media. He was founder Chairman of the World Advertising Research Center, and is a Vice President of the History of Advertising Trust and Visiting Professor of Marketing at the University of Westminster. He is the author of leading books on advertising and other business topics.

SKU	Unavailable
ISBN 13	9780199228010
ISBN 10	0199228019
Title	Powers of Persuasion
Author	Winston Fletcher
Condition	Unavailable
Binding Type	Hardback
Publisher	Oxford University Press
Year published	2008-07-10
Number of pages	314
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.