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| Title | Author | Description | |
|---|---|---|---|
AUDIOLOGY Diagnosis | Ross J. Roeser, Michael Valente and Holly Hosford-Dunn | Written by the foremost authorities in the field, Audiology: Diagnosis presents the basic concepts and essential clinical information for diagnosing auditory disorders, otologic diseases, and vestibular dysfunction. The book provides a thorough review of fundamental principles of diagnosis, including the basic procedures, the anatomy and physiology of the auditory system, imaging techniques, instrumentation, calibration, and more. It also covers the clinical tests essential for assessing the type and degree of hearing loss and for determining the etiological factors underlying the patient's disorder. Chapters address such important topics as ototoxicity and pharmacology in the audiology practice, and utilizing functional brain imaging and radiologic techniques.Highlights:New information on effective methods for neonatal hearing screening, assessment of vestibular disorders, the genetics of hearing loss, and recent advances in testing for auditory processing disorders in children and adults Chapter outlines to rapidly acquaint reader with topics to be discussed Pearls, pitfalls, controversial points, and special considerations providing recommendations and comments on key aspects of patient care Audiology: Diagnosis is one part of a three-volume series, which is completed by Audiology: Treatment and Audiology: Practice Management. Together these books provide audiologists and students in graduate programs with an invaluable resource for each stage of management. | |
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. | |
Advertising Media Planning, Seventh Edition | Roger Baron and Jack Sissors | The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning. | |
Essentials of Contemporary Advertising | William Arens, David Schaefer and Michael Weigold | Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors’ goal is to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student’s "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension. | |
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. | |
Smile Your On Camera Sign, 9" x 12" | Durable plastic "Say NO" to Shoplifting signs will help stop shoplifters in their tracks. Signs offer serious warnings in lighthearted language, help deter would-be shoplifters from stealing valuable merchandise. Sign Smile says Smile You're on Camera and Sign Ride says Free Ride in a Police Car. | ||
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. | |
LARE Review Section E Vignettes: Grading, Drainage, and Stormwater Management, 2nd ed. | Jerry P. Hastings ASLA | 9 realistic practice vignettes, with an example of a passing solution and failing solution for each vignette, plus text explanations keyed to specific areas of the graphics. Gain valuable experience and practice for the actual exam. Areas tested are Grading and Surface Drainage Subsurface Drainage Successfully prepare with A large 11" x 17" format that replicates the exam format Passing and failing solutions for each vignette Exam-like vignettes that mirror the exam's difficulty and skills tested Suggested time targets for each vignette Tips for comprehensive exam preparation | |
Nelson Essentials of Pediatrics: With STUDENT CONSULT Online Access, 6e (Essentials of Pediatrics (Nelson)) | Karen Marcdante MD, Robert M. Kliegman MD, Richard E. Behrman MD and Hal B. Jenson MD | Considered the resource of choice for pediatric residencies, clerkships, and exams, Nelson Essentials of Pediatrics provides comprehensive, yet concise and accessible guidance on normal childhood growth and development, as well as the diagnosis, management, and prevention of common pediatric diseases and disorders. Edited by Drs. Karen Marcdante, Robert M. Kliegman, Hal B. Jenson, and Richard E. Behrman, this edition's content was specifically developed in accordance with the 2009 curriculum guidelines of the Council on Medical Student Education in Pediatrics. It also includes many new and improved clinical photographs and images for enhanced visual reference. A user-friendly full-color format and online access via Student Consult facilitate study and expedite reference.Concise text, a full-color design, high-yield tables, and numerous images provide an effective overview of pediatrics.Online access via Student Consult lets you study in more versatile, flexible ways and enhances your understanding with extra content and features.Edited by the same authorities responsible for the Nelson Textbook of Pediatrics, the most used and recognizable clinical reference in pediatrics.Content developed in accordance with 2009 COMSEP curriculum guidelines, and written and edited by leaders in pediatrics education, focuses on the core knowledge needed for a pediatric clerkship or rotation. A wealth of new images captures the clinical manifestations and imaging findings associated with Kawasaki disease, lupus, lymphoma, stroke, and many other disorders seen in children. | |
Ogilvy on Advertising | David Ogilvy | A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business". 223 photos. |
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