New AA Chief Executive Stephen Woodford is urging advertising leaders to champion a series of essays that answer ‘Advertising’s Big Questions’.
Under executive editor Laurence Green, founder of 101, six leading thinkers – including Jeremy Bullmore, Paul Feldwick and Bridget Angear – have tackled some of the perennial and most asked questions about the nature, role and effects of advertising.
AA Chief Executive Stephen Woodford said:
“This is about the fundamentals of our business and we owe it to ourselves to keep that knowledge fresh and alive. Whether you create, plan, buy or sell advertising, I’d urge everyone not just to read these essays, but to share them too.”
The essays are:
- What is advertising? By Jeremy Bullmore (based on Advertising: what is it? by Jeremy Bullmore)
- How does advertising work? By Paul Feldwick
- Does advertising grow markets? By Bridget Angear (based on Simon Broadbent’s Does advertising affect market size?)
- Does advertising increase consumer prices? By Laurence Green (based on Stephen Littlechild’s The relationship between advertising and price)
- How does advertising affect innovation, quality and consumer choice? By Nick Kendall (based on Keith Boyfield’s The effects of advertising on innovation, quality and consumer choice)
- Is advertising a barrier to market entry? By Rachel Kennedy (based on Stephen King’s Advertising as a barrier to market entry)
All essays, and digitised versions of the original works, can be found at adassoc.org.uk/publications/advertisings-big-questions
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