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.
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.
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.
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.
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"--
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.
Download or read book Lincoln A Very Short Introduction written by Allen C. Guelzo and published by Oxford University Press. This book was released on 2009-02-05 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
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.
Download or read book Translation A Very Short Introduction written by Matthew Reynolds and published by Oxford University Press. This book was released on 2016-10-20 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Translation is everywhere, and matters to everybody. Translation doesn't only give us foreign news, dubbed films and instructions for using the microwave: without it, there would be no world religions, and our literatures, our cultures, and our languages would be unrecognisable. In this Very Short Introduction, Matthew Reynolds gives an authoritative and thought-provoking account of the field, from ancient Akkadian to World English, from St Jerome to Google Translate. He shows how translation determines meaning, how it matters in commerce, empire, conflict and resistance, and why it is fundamental to literature and the arts. 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.
Download or read book Populism written by Cas Mudde and published by Oxford University Press. This book was released on 2017 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: A timely overview of populism, one of the most contested concepts in political journalism and the social sciences
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.
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.
Download or read book Infectious Disease A Very Short Introduction written by Marta Wayne and published by OUP Oxford. This book was released on 2015-06-25 with total page 137 pages. Available in PDF, EPUB and Kindle. Book excerpt: As doctors and biologists have learned, to their dismay, infectious disease is a moving target: new diseases emerge every year, old diseases evolve into new forms, and ecological and socioeconomic upheavals change the transmission pathways by which disease spread. By taking an approach focused on the general evolutionary and ecological dynamics of disease, this Very Short Introduction provides a general conceptual framework for thinking about disease. Ecology and evolution provide the keys to answering the 'where', 'why', 'how', and 'what' questions about any particular infectious disease: where did it come from? How is it transmitted from one person to another, and why are some individuals more susceptible than others? What biochemical, ecological, and evolutionary strategies can be used to combat the disease? Is it more effective to block transmission at the population level, or to block infection at the individual level? Through a series of case studies, Benjamin Bolker and Marta L. Wayne introduce the major ideas of infectious disease in a clear and thoughtful way, emphasising the general principles of infection, the management of outbreaks, and the evolutionary and ecological approaches that are now central to much research about infectious disease. 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.
Download or read book Film A Very Short Introduction written by Michael Wood and published by Oxford University Press, USA. This book was released on 2012-01-26 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: Film is considered to be the dominant art form of the twentieth century. It can be considered many other things; a record of events, a modern mythology, a career, an industry, an art, a hobby, and much else. Michael Wood explores the history of film, its venture into the digital age, and its role and impact on modern society.
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.
Download or read book Emotion written by Dylan Evans and published by . This book was released on 2019 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: "In this fascinating journey into the human heart, Dylan Evans explores the latest research from anthropology and psychology, neuroscience and artificial intelligence. Along the way he discusses the evolution of emotions and their biological basis, the science of happiness and the role that emotions play in memory and decision-making. This new edition also examines the neural basis of empathy and the emotional impact of films"--Provided by publisher.
Download or read book Journalism written by Ian Hargreaves and published by Oxford University Press, USA. This book was released on 2014 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: frompoliticians, 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, andsocial 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. Bylooking 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, andenthusiasm to make interesting and challenging topics highly readable.
