Advertising A Very Short Introduction

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Advertising: A Very Short Introduction

Author : Winston Fletcher
Publisher : Oxford University Press
ISBN 13 : 0199568928
Total Pages : 161 pages
Book Rating : 4.1/5 (995 download)

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Book Synopsis Advertising: A Very Short Introduction by : Winston Fletcher

Download or read book Advertising: A Very Short Introduction written by Winston Fletcher and published by Oxford University Press. This book was released on 2010-06-24 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Branding

Author : Robert Jones
Publisher : Oxford University Press
ISBN 13 : 0198749910
Total Pages : 161 pages
Book Rating : 4.1/5 (987 download)

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Book Synopsis Branding by : Robert Jones

Download or read book Branding written by Robert Jones and published by Oxford University Press. This book was released on 2017 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing: A Very Short Introduction

Author : Kenneth Le Meunier-FitzHugh
Publisher : Oxford University Press
ISBN 13 : 019256224X
Total Pages : 177 pages
Book Rating : 4.1/5 (925 download)

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Book Synopsis Marketing: A Very Short Introduction by : Kenneth Le Meunier-FitzHugh

Download or read book Marketing: A Very Short Introduction written by Kenneth Le Meunier-FitzHugh and published by Oxford University Press. This book was released on 2021-02-25 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Advertising

Author : Winston Fletcher
Publisher :
ISBN 13 : 9780191777554
Total Pages : 140 pages
Book Rating : 4.7/5 (775 download)

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Book Synopsis Advertising by : Winston Fletcher

Download or read book Advertising written by Winston Fletcher and published by . This book was released on 2010 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is riddled with myths & misunderstandings. It is believed to be both immensely powerful yet immensely wasteful to increase economic prosperity & to be morally questionable. Neither its historic origins nor its modern operations are well understood. This introduction will tell the truth about how advertising works.

Journalism: A Very Short Introduction

Author : Ian Hargreaves
Publisher : OUP Oxford
ISBN 13 : 0191510521
Total Pages : 177 pages
Book Rating : 4.1/5 (915 download)

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Book Synopsis Journalism: A Very Short Introduction by : Ian Hargreaves

Download or read book Journalism: A Very Short Introduction written by Ian Hargreaves and published by OUP Oxford. This book was released on 2014-08-28 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Journalism entered the twenty-first century caught in a paradox. The world had more journalism, across a wider range of media, than at any time since the birth of the western free press in the eighteenth century. Western journalists had found themselves under a cloud of suspicion: from politicians, philosophers, the general public, anti-globalization radicals, religious groups, and even from fellow journalists. Critics argued that the news industry had lost its moral bearings, focusing on high investment returns rather than reporting and analysing the political, economic, and social issues of the day. Journalism has a central and profound impact on our worldview; we find it everywhere from newspapers and television, to radio and the Internet. In the new edition of this thought-provoking and provocative Very Short Introduction, Ian Hargreaves examines the world of contemporary journalism. By looking not only at what journalism has been in the past, but also what it is becoming in the digital age, he examines the big issues relating to reportage, warfare, celebrity culture, privacy, and technology worldwide. 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.

Design: A Very Short Introduction

Author : John Heskett
Publisher : Oxford University Press, USA
ISBN 13 : 0192854461
Total Pages : 169 pages
Book Rating : 4.1/5 (928 download)

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Book Synopsis Design: A Very Short Introduction by : John Heskett

Download or read book Design: A Very Short Introduction written by John Heskett and published by Oxford University Press, USA. This book was released on 2005 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Projects

Author : Andrew Davies
Publisher : Oxford University Press
ISBN 13 : 0198727666
Total Pages : 177 pages
Book Rating : 4.1/5 (987 download)

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Book Synopsis Projects by : Andrew Davies

Download or read book Projects written by Andrew Davies and published by Oxford University Press. This book was released on 2017 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: A project is a temporary coalition of people and resources brought together to achieve a one-off objective. Andrew Davies explains how and why the project approach is central to success in creating products and services, constructing major infrastructure, launching entrepreneurial ventures, implementing strategies, even landing a man on the moon.

Rastafari: A Very Short Introduction

Author : Ennis Barrington Edmonds
Publisher : Oxford University Press
ISBN 13 : 0199584524
Total Pages : 161 pages
Book Rating : 4.1/5 (995 download)

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Book Synopsis Rastafari: A Very Short Introduction by : Ennis Barrington Edmonds

Download or read book Rastafari: A Very Short Introduction written by Ennis Barrington Edmonds and published by Oxford University Press. This book was released on 2012-12-20 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rastafari has grown into an international socio-religious movement, with adherents of Rastafari found in most of the major population centres and outposts of the world. This Very Short Introduction provides a brief account of this widespread but often poorly understood movement, looking at its history, central principles, and practices.

History: A Very Short Introduction

Author : John Arnold
Publisher : Oxford Paperbacks
ISBN 13 : 019285352X
Total Pages : 152 pages
Book Rating : 4.1/5 (928 download)

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Book Synopsis History: A Very Short Introduction by : John Arnold

Download or read book History: A Very Short Introduction written by John Arnold and published by Oxford Paperbacks. This book was released on 2000-02-24 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: Starting with an examination of how historians work, this "Very Short Introduction" aims to explore history in a general, pithy, and accessible manner, rather than to delve into specific periods.

Human Rights

Author : Andrew Clapham
Publisher : Oxford University Press, USA
ISBN 13 : 0198706162
Total Pages : 217 pages
Book Rating : 4.1/5 (987 download)

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Book Synopsis Human Rights by : Andrew Clapham

Download or read book Human Rights written by Andrew Clapham and published by Oxford University Press, USA. This book was released on 2015 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Focusing on highly topical issues such as torture, arbitrary detention, privacy, and discrimination, this book will help readers to understand for themselves the controversies and complexities behind human rights.

Hollywood

Author : Peter Decherney
Publisher : Oxford University Press
ISBN 13 : 0199943540
Total Pages : 161 pages
Book Rating : 4.1/5 (999 download)

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Book Synopsis Hollywood by : Peter Decherney

Download or read book Hollywood written by Peter Decherney and published by Oxford University Press. This book was released on 2016 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Peter Decherney tells the story of Hollywood, from its nineteenth-century origins to the emergence of internet media empires. Using well-known movies, stars, and directors, the book shows that the elements we take to be a natural part of the Hollywood experience--stars, genre-driven storytelling, blockbuster franchises, etc.--are the product of cultural, political, and commercial forces"--

Public Health: A Very Short Introduction

Author : Virginia Berridge
Publisher : Oxford University Press
ISBN 13 : 0191002143
Total Pages : 161 pages
Book Rating : 4.1/5 (91 download)

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Book Synopsis Public Health: A Very Short Introduction by : Virginia Berridge

Download or read book Public Health: A Very Short Introduction written by Virginia Berridge and published by Oxford University Press. This book was released on 2017-04-06 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Public health is a term much used in the media, by health professionals, and by activists. At the national or the local level there are ministries or departments of public health, whilst international agencies such as the World Health Organisation promote public health policies, and regional organisations such as the European Union have public health funding and policies. But what do we mean when we speak about 'public health'? In this Very Short Introduction Virginia Berridge explores the areas which fall under the remit of public health, and explains how the individual histories of different countries have come to cause great differences in the perception of the role and responsibilities of public health organisations. Thus, in the United States litigation on public health issues is common, but state involvement is less, while some Scandinavian countries have a tradition of state involvement or even state ownership of industries such as alcohol in connection with public health. In its narrowest sense, public health can refer to the health of a population, the longevity of individual members, and their freedom from disease, but it can also be anticipatory, geared to the prevention of illness, rather than simply the provision of care and treatment. In the way public health deals with healthy as well as sick people it is therefore a separate concept from health services, which deal with the sick population. Drawing on a wide range of international examples, Berridge demonstrates the central role of history to understanding the amorphous nature of public health today. 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.

Film Music: A Very Short Introduction

Author : Kathryn Kalinak
Publisher : Oxford University Press
ISBN 13 : 0199707979
Total Pages : 162 pages
Book Rating : 4.1/5 (997 download)

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Book Synopsis Film Music: A Very Short Introduction by : Kathryn Kalinak

Download or read book Film Music: A Very Short Introduction written by Kathryn Kalinak and published by Oxford University Press. This book was released on 2010-03-11 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: Film music is as old as cinema itself. Years before synchronized sound became the norm, projected moving images were shown to musical accompaniment, whether performed by a lone piano player or a hundred-piece orchestra. Today film music has become its own industry, indispensable to the marketability of movies around the world. Film Music: A Very Short Introduction is a compact, lucid, and thoroughly engaging overview written by one of the leading authorities on the subject. After opening with a fascinating analysis of the music from a key sequence in Quentin Tarantino's Reservoir Dogs, Kathryn Kalinak introduces readers not only to important composers and musical styles but also to modern theoretical concepts about how and why film music works. Throughout the book she embraces a global perspective, examining film music in Asia and the Middle East as well as in Europe and the United States. Key collaborations between directors and composers--Alfred Hitchcock and Bernard Herrmann, Akira Kurosawa and Fumio Hayasaka, Federico Fellini and Nino Rota, to name only a few--come under scrutiny, as do the oft-neglected practices of the silent film era. She also explores differences between original film scores and compilation soundtracks that cull music from pre-existing sources. As Kalinak points out, film music can do many things, from establishing mood and setting to clarifying plot points and creating emotions that are only dimly realized in the images. This book illuminates the many ways it accomplishes those tasks and will have its readers thinking a bit more deeply and critically the next time they sit in a darkened movie theater and music suddenly swells as the action unfolds onscreen. 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.

Reading: A Very Short Introduction

Author : Belinda Jack
Publisher : Oxford University Press
ISBN 13 : 0192552449
Total Pages : 161 pages
Book Rating : 4.1/5 (925 download)

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Book Synopsis Reading: A Very Short Introduction by : Belinda Jack

Download or read book Reading: A Very Short Introduction written by Belinda Jack and published by Oxford University Press. This book was released on 2019-04-18 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Psychology: A Very Short Introduction

Author : Gillian Butler
Publisher : Oxford Paperbacks
ISBN 13 : 0191606405
Total Pages : 205 pages
Book Rating : 4.1/5 (916 download)

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Book Synopsis Psychology: A Very Short Introduction by : Gillian Butler

Download or read book Psychology: A Very Short Introduction written by Gillian Butler and published by Oxford Paperbacks. This book was released on 2000-02-24 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: Psychology is part of everyone's experience: it influences the way we think about everything from education and intelligence, to relationships and emotions, advertising and criminality. People readily behave as amateur psychologists, offering explanations for what people think, feel, and do. But what exactly are psychologists trying to do? What scientific grounding do they have for their approach? This book provides an understanding of some of psychology's leading ideas and their practical relevance, making it a stimulating introduction for anyone interested in understanding the human mind. 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.

The Short Story: a Very Short Introduction

Author : Andrew Kahn
Publisher : Oxford University Press
ISBN 13 : 0198754639
Total Pages : 177 pages
Book Rating : 4.1/5 (987 download)

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Book Synopsis The Short Story: a Very Short Introduction by : Andrew Kahn

Download or read book The Short Story: a Very Short Introduction written by Andrew Kahn and published by Oxford University Press. This book was released on 2022-01-08 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on examples from across the globe and throughout history, Andrew Kahn explores the key characteristics of the short story. He shows how its rise was intertwined with international print culture, and discusses the essential techniques within this thriving literary genre, as well as the ways in which it is constantly innovated, even today.

Contemporary Art: A Very Short Introduction

Author : Julian Stallabrass
Publisher : Oxford University Press, USA
ISBN 13 : 0192806467
Total Pages : 169 pages
Book Rating : 4.1/5 (928 download)

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Book Synopsis Contemporary Art: A Very Short Introduction by : Julian Stallabrass

Download or read book Contemporary Art: A Very Short Introduction written by Julian Stallabrass and published by Oxford University Press, USA. This book was released on 2006-03-23 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Bloodied toy soldiers, gilded shopping carts, and Lego concentration camps. Contemporary art is supposed to be a realm of freedom where artists shock, break taboos, and switch between confronting viewers with works of great profundity and jaw-dropping triviality. But away from shock tactics in the gallery, there are many unanswered questions. What is contemporary about contemporary art? What effect do politics and big business have on art? And who really runs the art world?" "Previously published as Art Incorporated, this controversial and witty Very Short Introduction is an exploration of the global art scene that will change the way you see contemporary art."--BOOK JACKET.