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| Title | Author | Description | |
|---|---|---|---|
Scientific Advertising | Claude C Hopkins | A reprint of the original, unedited 1923 text by Claude Hopkins. This groundbreaking book remains essential reading for anyone entering the copywriting and advertising professions, reminding us that advertising's purpose is purely to sell. Claude Hopkins expresses powerful, statistically tested truths about "salesmanship in print" which remain relevant through the decades and across all media - including today's internet marketing. David Ogilvy once said "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life." Read "Scientific Advertising" before you read any other book on advertising or marketing. It may change your life, too. | |
Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Adweek Magazine) | Luke Sullivan | In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell. | |
Creative Strategy in Advertising | Bonnie L. Drewniany and A. Jerome Jewler | CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies. | |
Internet Marketing for Your Tourism Business: Proven Techniques for Promoting Tourist-Based Businesses Over the Internet | Susan Sweeney | From the basics of planning an online marketing strategy to using newsgroups and site links, this book provides business owners with everything they need to make their Web site the destination of choice for travelers, including Web site design guidelines, search engine tips, and online advertising opportunities. | |
How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money | Bruce C. Brown | Interested in promoting your business and/or Web site, but don t have the big budget for traditional advertising? This new book will show you how to build, promote, and make money off of your Web site or brick and mortar store using the Internet, with minimal costs. Let us arm you with the knowledge you need to make your business a success! Learn how to generate more traffic for your site or store with hundreds of Internet marketing methods, including many free and low-cost promotions. This new book presents a comprehensive, hands-on, step-by-step guide for increasing Web site traffic and traditional store traffic by using hundreds of proven tips, tools, and techniques. Learn how to target more customers to your business and optimize your Web site from a marketing perspective. You will learn to target your campaign, use keywords, generate free advertising, search-engine strategies, learn the inside secrets of e-mail marketing, how to build Web communities, co-branding, auto-responders, Google advertising, banner advertising, eBay storefronts, Web-design information, search-engine registration, directories, and real-world examples of what strategies are succeeding and what strategies are failing. **Award-Winning Finalist in the Business Category of the National Indie Excellence 2007 Book Awards **Bronze Winner in the Computer/ Internet Category of the 2007 Independent Publisher Book Awards | |
Web Sites Do-It-Yourself For Dummies | Janine Warner | A step-by-step guide to creating your first Web siteEverybody's building cool web sites, but how? Web Sites Do-It-Yourself For Dummies, 2nd Edition, shows you how, with simple, step-by-step instruction that will build your confidence as you build your site.You'll learn to plan your site and secure a domain name, how to use Dreamweaver for site construction, and how to test and publish your site. You'll also learn about designing a blog, creating a podcast, adding Flash, and even how to make money with your Web site. Dummies makes it easy and fun!Perfect for those who've never attempted a Web site before, including small-business owners, the family historian, amateur genealogists, and travel buffsExplains using Web site creation tools including Dreamweaver, Photoshop Elements, Flash, and WordPressShows how Web pages work, how to plan and design your site, and what to look for in Web hosting servicesCovers editing and creating Web graphics and text, how to customize a site for different purposes, testing, and publishing your siteProvides information on blogs, podcasts, adding Flash, and making money from your siteWeb Sites Do-It-Yourself For Dummies, 2nd Edition shows you how to create a Web site you'll be proud of. | |
Site Planning and Design Handbook, Second Edition | Thomas Russ | Essential site planning and design strategies, up-to-date with the latest sustainable development techniquesDiscover how to incorporate sound environmental considerations into traditional site design processes. Written by a licensed landscape architect with more than 20 years of professional experience, this authoritative guide combines established approaches to site planning with sustainable practices and increased environmental sensitivity. Fully revised and updated, Site Planning and Design Handbook, Second Edition discusses the latest standards and protocols-including LEED. The book features expanded coverage of green site design topics such as water conservation, energy efficiency, green building materials, site infrastructure, and brownfield restoration. This comprehensive resource addresses the challenges associated with site planning and design and lays the groundwork for success.Site Planning and Design Handbook, Second Edition explains how to:Integrate sustainability into site design Gather site data and perform site analysisMeet community standards and expectationsPlan for pedestrians, traffic, parking, and open spaceUse grading techniques to minimize erosion and maximize site stabilityImplement low-impact stormwater management and sewage disposal methodsManage brownfield redevelopmentApply landscape ecology principles to site design Preserve historic landscapes and effectively utilize vegetation | |
Built to Sell: Creating a Business That Can Thrive Without You | John Warrillow | A business parable about how to create a start-up that won't trap you when you want to sell it. According to John Warrillow, the number one mistake entrepreneurs make is to build a business that relies too heavily on them. Thus, when the time comes to sell, buyers aren't confident that the company-even if it's profitable-can stand on its own. To illustrate this, Warrillow introduces us to a fictional small business owner named Alex who is struggling to sell his advertising agency. Alex turns to Ted, an entrepreneur and old family friend, who encourages Alex to pursue three criteria to make his business sellable: * Teachable: focus on products and services that you can teach employees to deliver. * Valuable: avoid price wars by specializing in doing one thing better than anyone else. * Repeatable: generate recurring revenue by engineering products that customers have to repurchase often. | |
Advertising For Dummies | Gary Dahl | So, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you went into business in the first place. But how can you make your ad look and sound like champagne if your budget can only afford beer? Are you wasting your time trying to sell ice to an Eskimo?The world of advertising can seem like a daunting place—but it doesn’t have to be. Advertising for Dummies coaches you through the process and shows you how to:Identify and reach your target audienceDefine and position your messageGet the most bang for your buckProduce great ads for every mediumBuy the different mediaCreate buzz and use publicityResearch and evaluate your competitionAdvertising for Dummies offers newbies a real-world look at the ins and outs of advertising—from online and print to TV, radio, and outdoor formats—to show you how you can easily develop and execute a successful campaign on any budget. Plus, you’ll find a glossary of common buzzwords you may encounter along the way so you can talk the talk like the advertising guru you (almost) are! With simple tips on how to write memorable ads and timeless lessons from the legends, this book is packed with everything you need to have people from New York to Los Angeles whistling your jingle. | |
Key Thinkers on Space and Place | Already a standard student reference, all the entries in this second edition of Key Thinkers on Space and Place have been substantially revised and updated. Recognizing how active and vigorous debates on space are, this edition includes ten completely new entries, making the text even more comprehensive. It is a unique guide to the life and work of those thinkers most responsible for the current 'spatial turn' in the social sciences. Highlighting the work of more than 60 key thinkers it provides a synoptic overview of different ideas about the role of space and place in contemporary social, cultural, political and economic life. With concise, uniform entries throughout, the portrait of each thinker comprises: - biographical information and theoretical context - an explication of their contribution to spatial thinking - an overview of key advances and controversies - bibliographies of primary and secondary literature As a primer on the spatial imagination, the text illustrates the diverse ways that space and place can be theorized: from humanism to Marxism, feminism to post-structuralism, queer theory to post-colonialism. The book will be an indispensable purchase not just for geographers, but for all those interested in theories of space and place - whether in geography, sociology, urban studies, cultural studies, or anthropology. |
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