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Author: Winston Fletcher
Publisher: Oxford University Press
ISBN: 0199568928
Category : Business & Economics
Languages : en
Pages : 161
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Book Description
How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry. The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted. Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Winston Fletcher
Publisher: Oxford University Press
ISBN: 0199568928
Category : Business & Economics
Languages : en
Pages : 161
Get Book Here
Book Description
How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry. The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted. Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Kenneth Le Meunier-FitzHugh
Publisher: Oxford University Press
ISBN: 019256224X
Category : Business & Economics
Languages : en
Pages : 177
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Book Description
Very Short Introductions: Brilliant, Sharp, Inspiring Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company's offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer's purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Robert Jones
Publisher: Oxford University Press
ISBN: 0198749910
Category : Business & Economics
Languages : en
Pages : 161
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Book Description
Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.
Author: John Heskett
Publisher: OUP Oxford
ISBN: 0191606618
Category : Design
Languages : en
Pages : 168
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Book Description
John Heskett wants to transform the way we think about design by showing how integral it is to our daily lives, from the spoon we use to eat our breakfast cereal, and the car we drive to work in, to the medical equipment used to save lives. Design combines 'need' and 'desire' in the form of a practical object that can also reflect the user's identity and aspirations through its form and decoration. This concise guide to contemporary design goes beyond style and taste to look at how different cultures and individuals personalize objects. Heskett also reveals how simple objects, such as a toothpick, can have their design modified to suit the specific cultural behaviour in different countries. There are also fascinating insights into how major companies such as Nokia, Ford, and Sony approach design. Finally, the author gives us an exciting vision of what design can offer us in the future, showing in particular how it can humanize new technology. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Gary Thomas
Publisher: Oxford University Press, USA
ISBN: 0199643261
Category : Education
Languages : en
Pages : 161
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Book Description
From the schools of ancient times to the present day, Gary Thomas looks at how and why education evolved as it has. By exploring some of the big questions, he examines the ways in which schools work, considers the differences around the world, and concludes by considering the future of education worldwide.
Author: Philip V. Bohlman
Publisher: OUP Oxford
ISBN: 0191579459
Category : Music
Languages : en
Pages : 239
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Book Description
'World music' emerged as an invention of the West from encounters with other cultures. This book draws readers into a remarkable range of these historical encounters, in which music had the power to evoke the exotic and to give voice to the voiceless. In the course of the volume's eight chapters the reader witnesses music's involvement in the modern world, but also the individual moments and particular histories that are crucial to an understanding of music's diversity. World Music is wide-ranging in its geographical scope, yet individual chapters provide in-depth treatments of selected music cultures and regional music histories. The book frequently zooms in on repertoires and musicians - such as Bob Marley, Bartok, and Nusrat Fateh Ali Khan - and attempts to account for world music's growing presence and popularity at the beginning of the twenty-first century. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Mark Haselgrove
Publisher: Oxford University Press
ISBN: 0199688362
Category : Electronic books
Languages : en
Pages : 129
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Book Description
"Learning is a key aspect of animal behavior, and central to survival. Without learning there can be no memory, no language, and no intelligence. Haselgrove looks at the nature of learning, and how it takes place. From the early experiments of Pavlov, Thorndike, and others, to the most recent studies in social learning, he traces the development of the main theories of learning in contemporary psychology, and describes the ingenious experimental approaches used to study learning in both animals and humans."--Provided by publisher.
Author: Allen C. Guelzo
Publisher: Oxford University Press
ISBN: 0199743746
Category : History
Languages : en
Pages : 162
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Book Description
Beneath the surface of the apparently untutored and deceptively frank Abraham Lincoln ran private tunnels of self-taught study, a restless philosophical curiosity, and a profound grasp of the fundamentals of democracy. Now, in Lincoln: A Very Short Introduction, the award-winning Lincoln authority Allen C. Guelzo offers a penetrating look into the mind of one of our greatest presidents. If Lincoln was famous for reading aloud from joke books, Guelzo shows that he also plunged deeply into the mainstream of nineteenth-century liberal democratic thought. Guelzo takes us on a wide-ranging exploration of problems that confronted Lincoln and liberal democracy--equality, opportunity, the rule of law, slavery, freedom, peace, and his legacy. The book sets these problems and Lincoln's responses against the larger world of American and trans-Atlantic liberal democracy in the 19th century, comparing Lincoln not just to Andrew Jackson or John Calhoun, but to British thinkers such as Richard Cobden, Jeremy Bentham, and John Bright, and to French observers Alexis de Tocqueville and François Guizot. The Lincoln we meet here is an Enlightenment figure who struggled to create a common ground between a people focused on individual rights and a society eager to establish a certain moral, philosophical, and intellectual bedrock. Lincoln insisted that liberal democracy had a higher purpose, which was the realization of a morally right political order. But how to interject that sense of moral order into a system that values personal self-satisfaction--"the pursuit of happiness"--remains a fundamental dilemma even today. Abraham Lincoln was a man who, according to his friend and biographer William Henry Herndon, "lived in the mind." Guelzo paints a marvelous portrait of this Lincoln--Lincoln the man of ideas--providing new insights into one of the giants of American history. About the Series: Combining authority with wit, accessibility, and style, Very Short Introductions offer an introduction to some of life's most interesting topics. Written by experts for the newcomer, they demonstrate the finest contemporary thinking about the central problems and issues in hundreds of key topics, from philosophy to Freud, quantum theory to Islam.
Author: Kathryn Kalinak
Publisher: Oxford University Press
ISBN: 0197628036
Category : Motion picture music
Languages : en
Pages : 177
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Book Description
"Film Music: A Very Short Introduction focuses on the most central issues in the practice of film music. What is film music? How is it composed? How does film music work? Why does film music work? The rich and deeply moving sounds of film music are as old as cinema. The very first projected moving images were accompanied by music around the globe as a variety of performers-from single piano players to small orchestras-brought images to life. Film music has since become its own industry, an aesthetic platform for expressing creative visions, and a commercial vehicle for generating increased revenue. The second edition updates coverage to 2022 and includes attention to recent developments in global film music, women in film music, and African -American and minority composers"--
Author: David Seed
Publisher: OUP Oxford
ISBN: 0191620106
Category : Literary Criticism
Languages : en
Pages : 160
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Book Description
Science Fiction has proved notoriously difficult to define. It has been explained as a combination of romance, science and prophecy; as a genre based on an imagined alternative to the reader's environment; and as a form of fantastic fiction and historical literature. It has also been argued that science fiction narratives are the most engaged, socially relevant, and responsive to the modern technological environment. This Very Short Introduction doesn't offer a history of science fiction, but instead ties examples of science fiction to different historical moments, in order to demonstrate how science fiction has evolved over time. David Seed looks not only at literature, but also at drama and poetry, as well as film. Examining recurrent themes in science fiction he looks at voyages into space, the concept of the alien and alternative social identities, the role of technology in science fiction, and its relation to time - in the past, present, and future. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
