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

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

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

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.

Utopianism: A Very Short Introduction

Utopianism: A Very Short Introduction
Author: Lyman Tower Sargent
Publisher: Oxford University Press
Total Pages: 161
Release: 2010-09-23
Genre: Philosophy
ISBN: 0199573409

One of the leading scholars in the field of utopian studies examines utopianism and its history.-publisher description.

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

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.

Education: A Very Short Introduction

Education: A Very Short Introduction
Author: Gary Thomas
Publisher: Oxford University Press, USA
Total Pages: 161
Release: 2013-03-28
Genre: Education
ISBN: 0199643261

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.

Music: A Very Short Introduction

Music: A Very Short Introduction
Author: Nicholas Cook
Publisher: OUP Oxford
Total Pages: 203
Release: 2000-02-24
Genre: Music
ISBN: 0191606413

This stimulating Very Short Introduction to music invites us to really think about music and the values and qualities we ascribe to it. The world teems with different kinds of music-traditional, folk, classical, jazz, rock, pop-and each type of music tends to come with its own way of thinking. Drawing on a wealth of accessible examples ranging from Beethoven to Chinese zither music, Nicholas Cook attempts to provide a framework for thinking about all music. By examining the personal, social, and cultural values that music embodies, the book reveals the shortcomings of traditional conceptions of music, and sketches a more inclusive approach emphasizing the role of performers and listeners. 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.

Lincoln: A Very Short Introduction

Lincoln: A Very Short Introduction
Author: Allen C. Guelzo
Publisher: Oxford University Press
Total Pages: 162
Release: 2009-02-05
Genre: History
ISBN: 0199743746

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.

Learning

Learning
Author: Mark Haselgrove
Publisher: Oxford University Press
Total Pages: 129
Release: 2016
Genre: Electronic books
ISBN: 0199688362

"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.

Film Music: a Very Short Introduction

Film Music: a Very Short Introduction
Author: Kathryn Kalinak
Publisher: Oxford University Press
Total Pages: 177
Release: 2023
Genre: Motion picture music
ISBN: 0197628036

"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"--