Advertising: A Very Short Introduction

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Author :
Publisher : OUP Oxford
ISBN 13 : 0191614270
Total Pages : 161 pages
Book Rating : 4.1/5 (916 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 OUP Oxford. 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.

Marketing: A Very Short Introduction

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Author :
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: A Very Short Introduction

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Author :
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

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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.

Design: A Very Short Introduction

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Author :
Publisher : Oxford University Press
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. 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.

Fashion: A Very Short Introduction

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Author :
Publisher : OUP Oxford
ISBN 13 : 0191579114
Total Pages : 160 pages
Book Rating : 4.1/5 (915 download)

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Book Synopsis Fashion: A Very Short Introduction by : Rebecca Arnold

Download or read book Fashion: A Very Short Introduction written by Rebecca Arnold and published by OUP Oxford. This book was released on 2009-10-22 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion is a dynamic global industry that plays an important role in the economic, political, cultural, and social lives of an international audience. It spans high art and popular culture, and plays a significant role in material and visual culture. This book introduces fashion's myriad influences and manifestations. Fashion is explored as a creative force, a business, and a means of communication. From Karl Lagerfeld's creative reinventions of Chanel's iconic style to the multicultural reference points of Indian designer Manish Arora, from the spectacular fashion shows held in nineteenth century department stores to the mix-and-match styles of Japanese youth, the book examines the ways that fashion both reflects and shapes contemporary culture. Using historical and contemporary examples, it gives a clear understanding of how fashion has developed since the renaissance, while raising questions about its status, ethical credibility, and influence on consumers. The book provides insight into the structure of the fashion industry and how fashions are designed, promoted and consumed, in relation to relevant historical, social and cultural contexts. It is structured thematically, to look at the role and development of designers, the growth of shopping and the different businesses involved in making and selling fashionable clothes. Fashion's relationship to the wider culture is also explored, by considering its representation in art and collaborations between designers and artists, the moral controversies surrounding fashion, and attempts to produce ethical clothing, and the effects of globalisation on the fashion trade. 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.

Tocqueville: A Very Short Introduction

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Publisher : Oxford University Press
ISBN 13 : 9780199746316
Total Pages : 136 pages
Book Rating : 4.7/5 (463 download)

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Book Synopsis Tocqueville: A Very Short Introduction by : Harvey C. Mansfield

Download or read book Tocqueville: A Very Short Introduction written by Harvey C. Mansfield and published by Oxford University Press. This book was released on 2010-07-13 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: No one has ever described American democracy with more accurate insight or more profoundly than Alexis de Tocqueville. After meeting with Americans on extensive travels in the United States, and intense study of documents and authorities, he authored the landmark Democracy in America, publishing its two volumes in 1835 and 1840. Ever since, this book has been the best source for every serious attempt to understand America and democracy itself. Yet Tocqueville himself remains a mystery behind the elegance of his style. Now one of our leading authorities on Tocqueville explains him in this splendid new entry in Oxford's acclaimed Very Short Introduction series. Harvey Mansfield addresses his subject as a thinker, clearly and incisively exploring Tocqueville's writings--not only his masterpiece, but also his secret Recollections, intended for posterity alone, and his unfinished work on his native France, The Old Regime and the Revolution. Tocqueville was a liberal, Mansfield writes, but not of the usual sort. The many elements of his life found expression in his thought: his aristocratic ancestry, his ventures in politics, his voyages abroad, his hopes and fears for America, and his disappointment with France. All his writings show a passion for political liberty and insistence on human greatness. Perhaps most important, he saw liberty not in theories, but in the practice of self-government in America. Ever an opponent of abstraction, he offered an analysis that forces us to consider what we actually do in our politics--suggesting that theory itself may be an enemy of freedom. And that, Mansfield writes, makes him a vitally important thinker for today. Translator of an authoritative edition of Democracy in America, Harvey Mansfield here offers the fruit of decades of research and reflection in a clear, insightful, and marvelously compact introduction.

Light

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Publisher : Oxford University Press, USA
ISBN 13 : 0199682690
Total Pages : 152 pages
Book Rating : 4.1/5 (996 download)

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Book Synopsis Light by : Ian A. Walmsley

Download or read book Light written by Ian A. Walmsley and published by Oxford University Press, USA. This book was released on 2015 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduces readers to the basic properties of light -reflection and refraction, polarization, and interference- before moving on to how light is generated, its role in relativity, and quantum effects it exhibits.

Judaism: A Very Short Introduction

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Author :
Publisher : OUP Oxford
ISBN 13 : 0191511080
Total Pages : 168 pages
Book Rating : 4.1/5 (915 download)

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Book Synopsis Judaism: A Very Short Introduction by : Norman Solomon

Download or read book Judaism: A Very Short Introduction written by Norman Solomon and published by OUP Oxford. This book was released on 2014-08-28 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: Normon Solomon's succinct book is an ideal introduction to Judaism as a religion and way of life. Demonstrating the diverse nature and ethnic origin of those with the Jewish faith, Solomon explores how the Jewish religion has developed in the 2,000 years since the days of the Bible. This Very Short Introduction starts by outlining the basics of practical Judaism - its festivals, prayers, customs, and various sects - and goes on to consider how Judaism has responded to, and dealt with, a number of key issues and debates, including the impact of the Holocaust and the establishment of the State of Israel. In this new edition, Solomon considers issues of contemporary Judaism in 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.

Memory: A Very Short Introduction

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Publisher : Oxford University Press
ISBN 13 : 0192806750
Total Pages : 153 pages
Book Rating : 4.1/5 (928 download)

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Book Synopsis Memory: A Very Short Introduction by : Jonathan K. Foster

Download or read book Memory: A Very Short Introduction written by Jonathan K. Foster and published by Oxford University Press. This book was released on 2009 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Why can we sometimes remember events from our childhood as if they happened yesterday, but not what we did last week? How are memories stored in the brain, and how does our memory change as we age? What happens when our memory goes wrong, and how easy is it for others to manipulate our memories?" "This fascinating Very Short Introduction brings together the latest research in psychology and neuroscience to address these and many other important questions about the science of memory - revealing how our memory works, why we couldn't live without it, and even how we may learn to remember more."--BOOK JACKET.

Artificial Intelligence: A Very Short Introduction

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Publisher : Oxford University Press
ISBN 13 : 0191080071
Total Pages : 168 pages
Book Rating : 4.1/5 (91 download)

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Book Synopsis Artificial Intelligence: A Very Short Introduction by : Margaret A. Boden

Download or read book Artificial Intelligence: A Very Short Introduction written by Margaret A. Boden and published by Oxford University Press. This book was released on 2018-08-13 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: The applications of Artificial Intelligence lie all around us; in our homes, schools and offices, in our cinemas, in art galleries and - not least - on the Internet. The results of Artificial Intelligence have been invaluable to biologists, psychologists, and linguists in helping to understand the processes of memory, learning, and language from a fresh angle. As a concept, Artificial Intelligence has fuelled and sharpened the philosophical debates concerning the nature of the mind, intelligence, and the uniqueness of human beings. In this Very Short Introduction , Margaret A. Boden reviews the philosophical and technological challenges raised by Artificial Intelligence, considering whether programs could ever be really intelligent, creative or even conscious, and shows how the pursuit of Artificial Intelligence has helped us to appreciate how human and animal minds are possible. 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

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Author :
Publisher : Oxford University Press, USA
ISBN 13 : 0198827334
Total Pages : 177 pages
Book Rating : 4.1/5 (988 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, USA. This book was released on 2021-02-25 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book outlines the nature of contemporary marketing, considering how marketers function as an interface between customers and organisations. As globalisation creates increasing challenges to established marketing practices it shows how marketing efforts need to adapt continuously to allow an organisation to reach its intended market.

Fairy Tale

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Publisher : Oxford University Press
ISBN 13 : 019953215X
Total Pages : 193 pages
Book Rating : 4.1/5 (995 download)

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Book Synopsis Fairy Tale by : Marina Warner

Download or read book Fairy Tale written by Marina Warner and published by Oxford University Press. This book was released on 2018 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marina Warner guides us through the rich world of fairy tale, from Cinderella and Hansel and Gretel to Snow White and Pan's Labyrinth. Exploring pervasive themes of folklore, myth, the supernatural, imagination, and fantasy, Warner highlights the impact of the genre on human understanding, history, and culture.

Newton

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Publisher : Oxford University Press
ISBN 13 : 0199298033
Total Pages : 161 pages
Book Rating : 4.1/5 (992 download)

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Book Synopsis Newton by : Rob Iliffe

Download or read book Newton written by Rob Iliffe and published by Oxford University Press. This book was released on 2007-01-25 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Newton's contributions to an understanding of the heavens and the earth are considered to be unparalleled. This very short introduction explains his scientific theories, and uses Newton's unpublished writings to paint a picture of an extremely complex man whose beliefs had a huge impact on Europe's political, intellectual, and religious landscape.

Terrorism

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Publisher : Oxford University Press
ISBN 13 : 0198809093
Total Pages : 185 pages
Book Rating : 4.1/5 (988 download)

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Book Synopsis Terrorism by : Charles Townshend

Download or read book Terrorism written by Charles Townshend and published by Oxford University Press. This book was released on 2018 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Is terrorism crime or war? Can there be a 'war against terrorism'? In this fully updated edition, Charles Townshend unravels the questions at the heart of the problem of terrorism - its causes, methods, effects, and limitations - suggesting that it must be understood as a political strategy whose threat can be rationally grasped and answered"--Publisher's description.

Knowledge: A Very Short Introduction

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Author :
Publisher : OUP Oxford
ISBN 13 : 0191637319
Total Pages : 153 pages
Book Rating : 4.1/5 (916 download)

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Book Synopsis Knowledge: A Very Short Introduction by : Jennifer Nagel

Download or read book Knowledge: A Very Short Introduction written by Jennifer Nagel and published by OUP Oxford. This book was released on 2014-09-25 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is knowledge? How does it differ from mere belief? Do you need to be able to justify a claim in order to count as knowing it? How can we know that the outer world is real and not a dream? Questions like these are ancient ones, and the branch of philosophy dedicated to answering them - epistemology - has been active for thousands of years. In this thought-provoking Very Short Introduction, Jennifer Nagel considers these classic questions alongside new puzzles arising from recent discoveries about humanity, language, and the mind. Nagel explains the formation of major historical theories of knowledge, and shows how contemporary philosophers have developed new ways of understanding knowledge, using ideas from logic, linguistics, and psychology. Covering topics ranging from relativism and the problem of scepticism to the trustworthiness of internet sources, Nagel examines how progress has been made in understanding knowledge, using everyday examples to explain the key issues and debates 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.

Strategic Advertising Management

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Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (11 download)

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Book Synopsis Strategic Advertising Management by : Larry Percy

Download or read book Strategic Advertising Management written by Larry Percy and published by . This book was released on 2001 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: