Product Description: When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads...read more

Product Description: Focuses on the idea that good advertising always starts with an understanding of people and an awareness of their needs. The text moves through the creative process step-by-step, first focusing on the creative person, then on strategy and problem solving...read more

Comprehensive, thoroughly illustrated guide to the collection, preservation and study of over five hundred families of North American insects

This powerful revision provides students with everything they need to be successful as advertising professionals in today's fast-changing media environment. Up-to-the-minute coverage of advertising on the Web is covered in an entirely new Chapter 11, "The Internet: The Ultimate Direct," and the book has been updated throughout to provide fresh and contemporary examples of advertising campaigns for all media. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step, focusing first on the creative person, then on strategy and problem solving. With extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.

Product Description: Why does one ad succeed, while another fails? This classic by a veteran copywriter analyzes hundreds of profitable ads, offering many side-by-side comparisons between similar but not equally effective ads. These analyses yield principles, procedures, tips, and practical suggestions — each tested with decades of experience — that can be immediately applied to every medium and style of advertising...read more

Product Description: This book has been the bible for aspiring copywriters for twenty years. This new edition carries that tradition forward. The written word has always been powerful ... and today it is more powerful than ever in new forms that weren't imagined just fifteen years ago...read more

Product Description: Packed with inspiring tips, ideas, and descriptions to aid the writing process, this is the reference you want when the pressure's on and the deadline's looming For those who struggle sometimes to write good, creative copy and who are familiar with panicking while sitting in front of a dictionary, a thesaurus, and a computer screen, this compendium is the answer...read more

This guide to copy-writing presents and explains simple, time-tested rules that cover two main areas: general writing rules for how to motivate readers and adapt copy for the Internet; and specific rules for direct mail letters, television, card decks, and fund raising, for example. This text also provides a "short course" in grammar and usage, and illustrations of actual advertisements to aid the reader.

Sport, including minor league baseball, is an object of public policy. Communities can exploit it to promote economic and social well-being, but not without risk. Drawing on case studies of fifteen locales including Fresno, Birmingham, Durham, Buffalo, Indianapolis, and Colorado Springs, Arthur Johnson systematically analyzes the political process by which communities decide to invest in stadiums for minor league baseball teams. He explores such factors as the presence or absence of a development strategy as a guide in decision making, and the value to a community of a minor league team and its stadium. Johnson also describes the dynamics of minor league baseball franchise relocation, the importance of intergovernmental relations to stadium financing, and the organization and business of minor league baseball, including its formal relationship with major league baseball.

Comprehensive, thoroughly illustrated guide to the collection, preservation and study of over five hundred families of North American insects