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Advertising: A Very Short Introduction

Advertising: A Very Short Introduction
Author: Winston Fletcher
Publisher: OUP Oxford
Total Pages: 161
Release: 2010-06-24
Genre: Design
ISBN: 0191614270

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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.


Advertising: A Very Short Introduction

Advertising: A Very Short Introduction
Author: Winston Fletcher
Publisher: Oxford University Press
Total Pages: 161
Release: 2010-06-24
Genre: Business & Economics
ISBN: 0199568928

Download Advertising: A Very Short Introduction Book in PDF, ePub and Kindle

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.


Marketing: A Very Short Introduction

Marketing: A Very Short Introduction
Author: Kenneth Le Meunier-FitzHugh
Publisher: Oxford University Press
Total Pages: 177
Release: 2021-02-25
Genre: Business & Economics
ISBN: 019256224X

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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.


Branding

Branding
Author: Robert Jones
Publisher: Oxford University Press
Total Pages: 161
Release: 2017
Genre: Business & Economics
ISBN: 0198749910

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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.


Design: A Very Short Introduction

Design: A Very Short Introduction
Author: John Heskett
Publisher: Oxford University Press, USA
Total Pages: 169
Release: 2005
Genre: Art
ISBN: 0192854461

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This book will transform the way you think about design by showing how integral it is to our daily lives, from the spoon we use to eat our breakfast cereal to the medical equipment used to save lives. John Heskett goes beyond style and taste to look at how different cultures and individuals personalise objects.


Early Music: A Very Short Introduction

Early Music: A Very Short Introduction
Author: Thomas Forrest Kelly
Publisher: Oxford University Press
Total Pages: 146
Release: 2011-04-25
Genre: Music
ISBN: 0199831890

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From Gregorian chant to Bach's Brandenburg Concerti, the music of the Medieval, Renaissance, and Baroque periods is both beautiful and intriguing, expanding our horizons as it nourishes our souls. In this Very Short Introduction, Thomas Forrest Kelly provides not only a compact overview of the music itself, but also a lively look at the many attempts over the last two centuries to revive it. Kelly shows that the early-music revival has long been grounded in the idea of spontaneity, of excitement, and of recapturing experiences otherwise lost to us--either the rediscovery of little-known repertories or the recovery of lost performing styles, with the conviction that, with the right performance, the music will come to life anew. Blending musical and social history, he shows how the Early Music movement in the 1960s took on political overtones, fueled by a rebellion against received wisdom and enforced conformity. Kelly also discusses ongoing debates about authenticity, the desirability of period instruments, and the relationship of mainstream opera companies and symphony orchestras to music that they often ignore, or play in modern fashion.


Populism: A Very Short Introduction

Populism: A Very Short Introduction
Author: Cas Mudde
Publisher: Oxford University Press
Total Pages: 152
Release: 2017-01-02
Genre: Political Science
ISBN: 019023489X

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Populism is a central concept in the current media debates about politics and elections. However, like most political buzzwords, the term often floats from one meaning to another, and both social scientists and journalists use it to denote diverse phenomena. What is populism really? Who are the populist leaders? And what is the relationship between populism and democracy? This book answers these questions in a simple and persuasive way, offering a swift guide to populism in theory and practice. Cas Mudde and Cristóbal Rovira Kaltwasser present populism as an ideology that divides society into two antagonistic camps, the "pure people" versus the "corrupt elite," and that privileges the general will of the people above all else. They illustrate the practical power of this ideology through a survey of representative populist movements of the modern era: European right-wing parties, left-wing presidents in Latin America, and the Tea Party movement in the United States. The authors delve into the ambivalent personalities of charismatic populist leaders such as Juan Domingo Péron, H. Ross Perot, Jean-Marie le Pen, Silvio Berlusconi, and Hugo Chávez. If the strong male leader embodies the mainstream form of populism, many resolute women, such as Eva Péron, Pauline Hanson, and Sarah Palin, have also succeeded in building a populist status, often by exploiting gendered notions of society. Although populism is ultimately part of democracy, populist movements constitute an increasing challenge to democratic politics. Comparing political trends across different countries, this compelling book debates what the long-term consequences of this challenge could be, as it turns the spotlight on the bewildering effect of populism on today's political and social life.


Reading: A Very Short Introduction

Reading: A Very Short Introduction
Author: Belinda Jack
Publisher: Oxford University Press
Total Pages: 191
Release: 2019-04-08
Genre: Language Arts & Disciplines
ISBN: 0192552457

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Today many people take reading for granted, but we remain some way off from attaining literacy for the global human population. And whilst we think we know what reading is, it remains in many ways a mysterious process, or set of processes. The effects of reading are myriad: it can be informative, distracting, moving, erotically arousing, politically motivating, spiritual, and much, much more. At different times and in different places reading means different things. In this Very Short Introduction Belinda Jack explores the fascinating history of literacy, and the opportunities reading opens. For much of human history reading was the preserve of the elite, and most reading meant being read to. Innovations in printing, paper-making, and transport, combined with the rise of public education from the late eighteenth century on, brought a dramatic rise in literacy in many parts of the world. Established links between a nation's levels of literacy and its economy led to the promotion of reading for political ends. But, equally, reading has been associated with subversive ideas, leading to censorship through multiple channels: denying access to education, controlling publishing, destroying libraries, and even the burning of authors and their works. Indeed, the works of Voltaire were so often burned that an enterprising Parisian publisher produced a fire-proof edition, decorated with a phoenix. But, as Jack demonstrates, reading is a collaborative act between an author and a reader, and one which can never be wholly controlled. Telling the story of reading, from the ancient world to digital reading and restrictions today, Belinda Jack explores why it is such an important aspect of our society. 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.


Management: A Very Short Introduction

Management: A Very Short Introduction
Author: John Hendry
Publisher: Oxford University Press
Total Pages: 153
Release: 2013-10-24
Genre: Business & Economics
ISBN: 0199656983

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In this Very Short Introduction, John Hendry provides a lively introduction to the nature and principles of management. Tracing its development over the past century, Hendry looks not only at the jobs managers do today and their place in the culture of work, but also provides an insight into modern management theory.


Utopianism: A Very Short Introduction

Utopianism: A Very Short Introduction
Author: Lyman Tower Sargent
Publisher: OUP Oxford
Total Pages: 160
Release: 2010-09-23
Genre: Political Science
ISBN: 0191614424

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There are many debates about utopia - What constitutes a utopia? Are utopias benign or dangerous? Is the idea of utopianism essential to Christianity or heretical? What is the relationship between utopia and ideology? This Very Short Introduction explores these issues and examines utopianism and its history. Lyman Sargent discusses the role of utopianism in literature, and in the development of colonies and in immigration. The idea of utopia has become commonplace in social and political thought, both negatively and positively. Some thinkers see a trajectory from utopia to totalitarianism with violence an inevitable part of the mix. Others see utopia directly connected to freedom and as a necessary element in the fight against totalitarianism. In Christianity utopia is labelled as both heretical and as a fundamental part of Christian belief, and such debates are also central to such fields as architecture, town and city planning, and sociology among many others Sargent introduces and summarizes the debates over the utopia in literature, communal studies, social and political theory, and theology. 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.