Advertising Essay

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The Contribution of the Advertising Industry to the UK Economy A Creative Industries report Conducted on behalf of Credos Prepared by Alexandra Albert and Dr Benjamin Reid, November 2011 1 Acknowledgements This work contains statistical data from ONS which is Crown Copyright and reproduced with the permission of the controller of HMSO and Queen's Printer for Scotland under the Open Government Licence v.1.0. The use of the ONS statistical data in this work does not imply the endorsement of the ONS in relation to the interpretation or analysis of the statistical data. This work uses research datasets which may not exactly reproduce National Statistics aggregates. The authors would like to thank and acknowledge the Advertising Association and the World Advertising Research Centre (Warc) for use of its unrivalled data on the UK advertising industry (www.warc.com/expenditurereport). The authors would also like to thank Work Foundation colleagues Charles Levy, Andrew Sissons, Ian Brinkley, Will Hutton, as well as Josh McBain from Credos, for their input, advice and assistance. 2 Contents 1 – Executive summary ................................................................................................. 4 2 – Introduction ........................................................................................................... 6 3 – UK Advertising in context ........................................................................................ 8 3.1 – The changing face of the advertising industry .................................................... 8 3.2 – Advertising and the creative industries ........................................................... 12 3.2.1 – Advertising in the creative industries value chain ........................................... 13 3.2.2 – Advertising’s role in the economy

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