Advertising: A Very Short Introduction

Author: Winston Fletcher
Publisher: Oxford University Press
ISBN: 0199568928
Category : Business & Economics
Languages : en
Pages : 161

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.

Branding

Author: Robert Jones
Publisher: Oxford University Press
ISBN: 0198749910
Category : Business & Economics
Languages : en
Pages : 161

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.

Marketing: A Very Short Introduction

Author: Kenneth Le Meunier-FitzHugh
Publisher: Oxford University Press
ISBN: 019256224X
Category : Business & Economics
Languages : en
Pages : 177

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.

Journalism: A Very Short Introduction

Author: Ian Hargreaves
Publisher: OUP Oxford
ISBN: 0191510521
Category : Language Arts & Disciplines
Languages : en
Pages : 177

Book Description
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: 0192854461
Category : Art
Languages : en
Pages : 169

Book Description
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: 0198727666
Category : Business & Economics
Languages : en
Pages : 177

Book Description
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: 0199584524
Category : History
Languages : en
Pages : 161

Book Description
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: 019285352X
Category : History
Languages : en
Pages : 152

Book Description
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.

Film Music: A Very Short Introduction

Author: Kathryn Kalinak
Publisher: Oxford University Press
ISBN: 0199707979
Category : Performing Arts
Languages : en
Pages : 162

Book Description
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.

Public Health: A Very Short Introduction

Author: Virginia Berridge
Publisher: Oxford University Press
ISBN: 0191002143
Category : Medical
Languages : en
Pages : 161

Book Description
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.