Advertising in a free society / / Ralph Harris, Arthur Seldon ; with an introduction by Christopher Snowdon

• Autore: Harris Ralph
• Pubblicazione: London, England : , : The Institute of Economic Affairs, , 2014; ©2014
• Descrizione fisica: 1 online resource (206 p.)
• Disciplina: 659.132
• Soggetto topico: Advertising - Great Britain; Capitalism - Social aspects; Freedom of speech
• Persona (resp. second.): SeldonArthur; SnowdonChristopher
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: The author; Foreword; Summary; Part 1; Introduction toAdvertising in a Free Society; Christopher Snowdon; Background; The economic evidence; Economic evidence: the consumer; Economic evidence: the producer; Does advertising create monopolies?; Advertising and market power; Widening the extent of the market; Brand loyalty, added value and manipulation; Added value and brand loyalty; The manipulation of consumers?; Does nanny know best?; Social criticisms of advertising; Advertising and single issue campaigners; Advertising, smoking, drinking and public health; The 'tyranny' of choice ; Truth in advertisingReferences; Part 2; Advertising in a Free Society: The Condensed Version; Ralph Harris and Arthur Seldon; About the condensed version; What they have said; Original acknowledgement; Introduction; The need for advertising; Costs of marketing; The mass market; A national press; Branded goods; Revolution in retailing; Early examples and excesses; Advertising arrives; The critics; The classical critics; The left-wing critics; Retailer domination; The criticism examined: information or persuasion?; New wants; How much information?; Oligopoly: who dominates whom? ; Long-term competitionInnovation; Freedom of choice; The claims; Reducing costs; Alternative methods; Stimulating demand; Reducing fluctuations; Competition and choice; Too much innovation?; A guarantee of quality and value?; Advertising as an incentive; Worlds to conquer; Sovereign or puppet?; Sovereignty in theory; Sovereignty in practice: consumer and citizen; Satisfaction for consumers; Let the advertiser beware; The role of the consumer; Let the buyer beware; Appendix A: The detergent halo; Appendix B: 'Hidden persuasion'; Appendix C: Political advertising; Appeals to hope ; Appeals to fearThe 1956 version of truth in Labour propaganda; Appendix D: A subsidised press?; Appendix E: Restrictive practices in printing and their effects on advertising costs; Appendix F: The battle for commercial television - who was right?; Forecasts; Results; References
• Sommario/riassunto: This new version of 'Advertising in a Free Society' is valuable reminder of the fundamental role advertising plays in society. Although the criticisms aimed towards it, which Ralph Harris and Arthur Seldon aimed to dispel over half a century ago, continue to gain support, policy makers and campaigners risk undermining our freedom if they continue this crusade against the advertising industry. We should celebrate the fact that advertising empowers the everyday shopper, rather than undermining both businesses and consumers through constraining the industry.
• Titolo autorizzato: Advertising in a free society
• ISBN: 0-255-36667-1
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910822213803321
• Lo trovi qui: Univ. Federico II
• Serie: Hobart Papers