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A Very Short Introduction | Business & Economics
Advertising
ISBN: 9780199568925
Series: A Very Short Introduction
Advertising (Business & Economics)
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ISBN
9780199568925 (旧規格ISBN: 0199568928)
- 説明
- シリーズの説明
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.
難解なテーマを分かりやすく解説する入門書シリーズ
Very Short Introductions (VSI) シリーズは、1995年に Mary Beard 著『Classics』の刊行をもって創刊し、以来、歴史や政治、宗教、哲学、科学、時事問題、ビジネス、経済、芸術、文化など、様々な分野のテーマを取り上げてきました。発行点数も数多く、現在までに680タイトル以上を刊行しています。
本シリーズは、世界各国の評論家からの評価も高く、知識欲の強い読者の間では定番の入門書として定着しつつあります。販売部数は全世界で1,000万部を超え、53ヶ国語の言語に翻訳されています。
専門家による分析や新しい見解を盛り込みながら、イスラム教からポスト構造主義、宇宙論まで、難解なテーマを平易に説く、刺激に満ちた Very Short Introductions は、初学者にとって最適の入門書であり、予備知識のある読者には新たな視点を提供します。一般の方や大学生、大学院生に愛読されているほか、大学の授業にも採用されるなど、幅広くご活用いただいています。
注意:このシリーズはELT教材に該当しないため割引対象外です。
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.
シリーズの説明
難解なテーマを分かりやすく解説する入門書シリーズ
Very Short Introductions (VSI) シリーズは、1995年に Mary Beard 著『Classics』の刊行をもって創刊し、以来、歴史や政治、宗教、哲学、科学、時事問題、ビジネス、経済、芸術、文化など、様々な分野のテーマを取り上げてきました。発行点数も数多く、現在までに680タイトル以上を刊行しています。
本シリーズは、世界各国の評論家からの評価も高く、知識欲の強い読者の間では定番の入門書として定着しつつあります。販売部数は全世界で1,000万部を超え、53ヶ国語の言語に翻訳されています。
専門家による分析や新しい見解を盛り込みながら、イスラム教からポスト構造主義、宇宙論まで、難解なテーマを平易に説く、刺激に満ちた Very Short Introductions は、初学者にとって最適の入門書であり、予備知識のある読者には新たな視点を提供します。一般の方や大学生、大学院生に愛読されているほか、大学の授業にも採用されるなど、幅広くご活用いただいています。
注意:このシリーズはELT教材に該当しないため割引対象外です。
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