Book Description
"An excellent 'ready reference' both for copywriters and for those entering the field." -- Robert Goldsborough, Special Projects Director Advertising Age "Holy smoke! This is amazing! A thesaurus for advertising copywriters. Where has it been all my life?" -- Denny Hatch, Editor Target Marketing Six seconds. That's all you have to grab your prospect's attention and make a sale. Use the right phrase or slogan, however, and you've made your sale. Use the wrong one, and you've lost your opportunity . . . maybe forever. Choosing the right phrase or slogan is vital to your success. And so is Phrases That Sell. It's the ultimate resource for anyone needing hands-on, instant access to the key phrases, slogans, and attention grabbers that will gain more attention and sell more product. Organized by category . . . indexed and cross-referenced for ease of use . . . loaded with expert advice on how to write copy that sells, Phrases That Sell covers everything, including those hard-to-describe product and service qualities and those product/service attributes that are subtle or abstract. It has 143 selling phrases to describe service, 153 for fun, 341 covering style and design, 180 phrases related to price, and much more! In this book you'll find:
- 5,000+ sales phrases for consumer and business-to-business products and services
- a copywriter's primer called "10 Basic Rules of Copywriting," with insider's tips on usage
- a special section on the seven steps to writing winning slogans
- Expert advice on how to target your message to specific audiences
Whether you sell products, ideas, or services . . . whether you are a novice or an old pro . . . this creative toolbox will give you fresh ideas, new perspectives, and renewed confidence. With Phrases That Sell at your side you'll be able to enthusiastically tackle the most challenging copywriting tasks and eliminate that dreaded "writer's block."
Customer Reviews:
Phrases That Sell.......2007-07-27
This book is handy for the idea challenged. It is well laid out so one can find the basic idea they are seeking and then find phrasing elaborating on the idea or concept. It's a very handy volume to have when doing ads or flyers
Media Sellers Bible.......2007-01-09
A+++, I can't keep it on my desk, everyone borrows it looking for that "phrase that pays"
Beyond Your Wildest Dreams (Wink)!.......2006-12-03
Do you really need to pay someone to tell you to use phrases like, "Even better than you thought possible," "It's a neat idea!" and "Walk on the wild side"? Then buy this book, because it is loaded to the brim with such hackneyed, corny, and transparent phrases. Everyone else, see me after class.
Phrases that sell.......2006-11-06
This book contains phrases that save you thinking time when trying to get the copy right when developing direct mail and web page copy. Broken down to subject categories it is easy to use.
It saves you thinking time and thus improves productivity. Full of liitle gems.
Recommended
PHRASES THAT SELL.......2006-03-09
This book is a great asset and reference for students in my role as an educator / lecturer in marketing
Book Description
Learn what Advergames are, how to use them, and how to create your own! Welcome to the world of Advergaming! Interactive games are one of the fastest growing forms of entertainment and theyíre on track to exceed movie ticket sales. Using them as an advertising tool, however, is a relatively new idea that is catching on fast. Advergames are created not only to entertain, but to sell a product, brand, or company. More and more companies are using these free, brand-centric games to supplement, and even replace, traditional branding methods. If you are a Web designer, graphic designer, or game developer, youíll want to learn more about Advergames. They're showing up everywhere, on the Web, cell phones, CD-ROMs, even embedded in email. The Advergaming Developer's Guide teaches designers and game developers the ins-and-outs of this innovative new form of advertising. It shows you how to create a variety of Advergames from the ground up, even if you have no prior game development experience. The book begins with a detailed overview of Advergaming, branding, gameplay, and the two main creation tools, Macromedia Flash MX 2004 and Director MX. From there youíll learn how to conceptualize, develop, launch, and track the success of your Advergame. In the last part of the book, you'll create your own games, including a linking, matching, puzzle, memory, pinball, makeover, arcade, and whack-the-mole type game. And finally, youíll learn about the business realities of Advergames through case studies with leading companies, including Blackdot, YaYa Media, Inc., and AGENCY.COM. This is the one resource you'll need to get started with Advergames, whether youíre a Flash/Director developer already involved in advertising and game creation, a game developer looking to expand your development channels, or a Web designer looking for an innovative new tool.
Customer Reviews:
Horrible for Beginners.......2007-07-18
If you are an advanced Flash or Director user this book might be tolerable, but as a beginner it is HORRIBLE. I have spent 3 hours so far on the first tutorial. Not because the concepts are difficult, but the descriptions in each step are so awful. Most simply, they don't explain the basic principles of how to do things, but then just jump into tutorials telling you to do things like " Set up a new layer and type this into the actions panel". How do I set up a layer, where is the action panel? The book never told me.
Even if you are an advanced user, the tutorials are very poorly set up. For example on one step they tell you to place a bunch of items on the timeline. After placing all 15, in the next step they start referring to different layers that the items are on and how to manipulate them. What they didnt tell you at any point before is that you were supposed to put all the items on specific layers and that the layers have to have specific names that they refer to later. How could this book possibly have gotten past any editors?
Conceptually: Great idea. Could be a very handy book.
In execution: Don't know how it ever got published.
Great book!.......2004-03-18
I love playing the games and this book tells the story behind some of the greats! Blockdot has a game site called www.kewlbox.com where you can play all of them!
Book Description
This edition of this book--the third--is the best yet. It is the author's 26th book and has long been regarded as his Masterwork—called `the magnum opus by one of the Master Copywriters of the past 50 years," by H. Robert Weintzen, President and CEO of the Direct Marketing Association.
In conjunction with a complete revision of the book, including all-new chapters on online media, core elements and features of the work include:
* Discussion of all media: print (press releases, space ads, sales letters, solo mail, and catalogs), broadcast (radio & TV), electronic (Internet and Email)
* Coverage of both Consumer and B2B audiences
* The Ultimate Codification: 273 rules, maxims, commandments, and corollaries for writing better copy.
* More than 225 illustrations and examples of what works and what doesn't
* A 13-page "Short Course in Grammar and Usage" for copywriters
* An 8-page Glossary of Communication terms
* Individual chapters on such important techniques as "How to write a guarantee," How to write direct mail sales letters," "How to write motivational copy," riting for Specialty Media," and separate chapters on Writing for Television, Radio, and the Internet.
In this new third edition, Lewis confronts the two questions every author must address when justifying the need for a new version of his work: "Has anything changed?" and "What has remained constant?" Of course, the answer to both is "Both." There are still constants, but there have been dramatic changes.
Reflecting these "changing constants," the author cites the continuing increase in consumer skepticism that marketers continue to face. In previous editions of this book Lewis noted the rise of this Age of Skepticism. In this edition he comments on how what began as a slight increase in buyer resistance has morphed into full-fledged distrust of all marketers and all Marketing.
How did it happen? The reasons are both simple and complex: increasingly intrusive marketing media have increased consumer skepticism reflected in the shifts in social attitudes, mores, and word usage. The response of too many marketers and copywriters has been the "in your face" style that all too often confuses vulgarity with wit, flash with substance and benefits, and shock with persuasion.
Lewis identifies the way out--one that combines both the old and the new—and he walks the reader through each particular media to show how to accommodate this new world and still increase effectiveness, productivity and sales. First of all he counsels an approach that treats copywriting as a business-driven craft, not as a way to show off the writer's cleverness, or to build the art director's portfolio of award-winners, or to enlarge a producer's reel of mini-dramas. "Increased sales are the only standard--that's how we measure success," he says. And Sales are still driven by "clarity, benefits, and verisimilitude"--and by making a connection with the prospect. That is the Golden Rule of Copywriting. Lewis uses his encyclopedia of creative rules and commandments (and their corollaries), accompanied by more than 225 examples of both the good and the bad to show how to sell more in an increasingly competitive and hostile marketing environment.
Customer Reviews:
Useful ideas, but you have to hunt for them .......2007-08-15
Although focused largely on advertising, this book presents useful guidelines that a copywriter can apply to many project types. You will likely learn the most from looking at the numerous examples presented in the book, rather than from the author's often long-winded, overly clever text. Demerits also to the publisher for a book design that combines a long line length with a small type size, making the text difficult to read.
Tops on the Copywriter's "must read" list.......2007-07-25
There are a ton of books available about how to write copy, and you will something from just about any of them. But in that vast array of titles, few do what THE ART OF WRITING COPY by Herschell Gordon Lewis does. This book, if studied and closely followed, will keep the copywriter from writing BAD copy.
Lewis meticulously guides the student through the process of things to avoid doing. Whatever grand idea you've come up with, chances are very good, Mr. Lewis has something to say about it in this book.
If you're like me, many times throughout this book, you'll feel as if Lewis is pointing his rather sarcastic finger directly at you as he uncovers mistakes I know I've made in the past, and probably you have too. But that's okay. The whole purpose of reading such books is to study the craft and hone our skills, right? Sometimes it takes someone like Herschell Lewis to point out our mistakes so we don't keep making them.
Usually in a book like this, I can single out one or two chapters as "favorites." Here, not so much. I loved the whole thing from cover to cover. The format is great, leaving ample margin space for note-taking. There are countless examples of good and mostly bad ad examples to illustrate the points covered. Along the way, the pages are laden with tips, rules and in-your-face quips.
I hesitate to even mention chapters 26 & 27, which are composites of the major lessons covered in the preceding 25 chapters. Please, do yourself a favor. Read the book in its entirety and don't get lazy and skip to the back. You'll lose much of the flavor of the lessons.
This is not a book for someone looking for their first volume on copywriting. Read some of the other fine volumes available first. You are invited to check out my profile where you will find my listmania list "freelance commercial writing 101" that details other volumes to start your study. Read the basics first, then treat this one as "second-tier" study. But by all means, definitely do not delve too deeply into the profession without first studying this volume in detail. This is one of the very best copywriting volumes available.
A useful book, though some fat could be trimmed........2006-12-30
This book is an excellent resource for any writer, professional or not. It gives insight into audience, word selection, and proper (his interpretation) style of writing. Learn the conventions so that when it comes down to breaking them, you will do so KNOWING it, instead of accidentally doing so.
That said, the placement of the graphics was odd, almost never fitting on the page in which they are used to illustrate the point and causing more work for the casual reader. Much of his point goes beyond making it and into flogging it.
That said, the book is darn useful, and will continue to be so for a while. It's timely and fashionable.
On the Art of Writing Copy, Third Edition.......2006-03-18
What can I say? This man is a genius! Herschell Gordon Lewis is the MASTER of copywriting and his presentation is second to none. I learned so much from this book, as I have from so many of his other books. You can't go wrong with anything Mr. Lewis writes on the subject. He is the absolute BEST!
He should practice his Second Great Law........2005-08-14
In his Second Great Law, Herschell Gordon Lewis comments that cleverness for its own sake might become a liability. Unfortunately, he attempts to write with cleverness and sarcasm. His style often gets in the way of the excellent points he makes. The points need no "I'm-as-hip-as-thou" embellishment. Chapters 26-28 are worth the price of the book alone. But he runs out of steam in the appendix. It truly is vestigial. In spite of his writing style the book is a must read.
Book Description
For a little over 2 cents a day, THE FRUGAL BOOK PROMOTER assures your book the best possible start in life. Full of nitty gritty how-to's for getting nearly free publicity, Carolyn Howard-Johnson shares her professional experience as well as practical tips gleaned from the successes of her own book campaigns. Carolyn Howard-Johnson is award-winning author of both fiction and nonfiction and former publicist for a New York PR firm and a marketing instructor for UCLA's Writers' Program. THE FRUGAL BOOK PROMOTER tells authors how to do what their publishers can't or won't and why authors can do their own promotion better than a PR professional.
Download Description
For a little over 2 cents a day, The Frugal Book Promoter assures your book the best possible start in life. Full of nitty gritty how-to's for getting nearly free publicity, Carolyn Howard-Johnson shares her professional experience as well as practical tips gleaned from the successes of her own book campaigns. Carolyn Howard-Johnson is award-winning author of both fiction and nonfiction and former publicist for a New York PR firm and a marketing instructor for UCLA's Writers' Program. The Frugal Book Promoter tells authors how to do what their publishers can't or won't and why authors can do their own promotion better than a PR professional.
Customer Reviews:
The Picture on the Puzzle Box.......2007-10-17
Putting a puzzle together is always easier when you have a picture on the cover of the box to help you see the final result. The Frugal Book Promoter provides that picture for authors who are serious about sharing their published works with others.
Much like a recipe book, I was hoping to glean two or three "recipes" I could use in promoting The Dream Catcher Tour without a huge monetary investment. I got many more than a few ideas from this book.
First of all, the wealth of websites referenced expand the value of this book many times. This gave me a lot of flexibility in going further down paths that interested me or applied to my book.
Second, the spin CHJ puts on mining your own computer hard drive for things you've already written and giving them a new purpose was enlightening for me. I see the value in recycling now.
I also thought the mix of practical ideas and longer discussions on why something does or does not work was an asset to this book. It took awhile for some ideas to grow on me - like building the "awards" page of my media kit before I even have an award - but as I thought about her comments, I realized that she was promoting the power of visualizing your success.
This book will prove useful to authors who recognize they own the primary responsibility for promoting their work.
REQUIRED READING FOR AUTHOR 101.......2007-10-15
Seriously, I found myself thinking, "Why didn't my publisher make me read a book like this BEFORE I signed the contract?" I believe if they had, both they and I would have seen a lot more sales. As the non-fiction author of That's Life with Autism: Tales and Tips for Families with Autism I don't write for my heath--I write in order to help others to cope with the challenges of raising children with special needs and improving their life situation. If no one knows about my book, no one will read it. If no one reads it, I have failed in my mission. That's why The Frugal Book Promoter is so important, it helps authors achieve their mission, whatever the book may be!
Using the techniques in The Frugal Book Promoter, I feel confident that I can begin reaching my target audience immediately and undo the damage I have done by being "just an author" and not a marketing specialist. By setting a personal goal of incorporating 2 techniques a day, and through steady and consistent effort, I look forward to watching my book sales grow.
Marketing Made Easy.......2007-09-26
Carolyn has provided an easy-to-follow guide for authors unfamiliar with promoting. Every first time author needs this book. Providing information from press kits to getting your name out, it can assist any author with starting a solid marketing plan.
A must-have for writers in every genre!
A Must Read For Any Author.......2007-09-08
I stumbled upon this little gem by chance, and boy I'm glad I did. This book has everything you need to successfully promote your book and then some. The author also saved the best for the very last chapter, titled "Success as a Motivator." If you think you already know it all, then buy this book just for that final chapter.
Great Tool!.......2007-08-10
It's pretty timely, I must admit. There are many ingenius ideas for the "poor man" to promote his book. You might not be the next Christopher Paolini after reading this book but if you can't get your name out there, you really need to question what it is you're doing!
This book is useful to anyone with anything to promote. Plain and simple.
Book Description
Literature, clothes, art, travel, decor, theatre, humor, comment, and entertainment...count on FLAIR to bring men and women of taste everywhere a new kind of magazine excitement.
Fifty years after it ceased publication, Flair is still one of the most talked-about and influential magazines ever created. It is remembered for its innovative design and production quality, its superb coverage of the arts, and its intuitive discovery of many artists and writers well before they achieved fame and fortune.
The Best of Flair is beautifully illustrated in full color and produced with all the innovative features of the magazine, including the best pieces from the original twelve issues and a selection of the famous die-cut covers, foldouts, and self-contained booklets. In print once again, The Best of Flair is a cultural event not to be missed.
Customer Reviews:
Fleur's flight of fancy........2002-07-14
These facsimile pages from the twelve issues of Flair are a celebration of Fleur Cowles zest for creativity in the arts. The 338 pages must have been a challenge for the Hong Kong printers, they had to cope with various foldout pages, die-cut holes, different paper stock and bind in several short pages, two concertina foldouts and five sixteen page booklets.
Sumptuous though the book is I feel that Flair is resting in its reputation. To my mind, having worked as a publication art director, the photos, typography and layouts are very conservative and do not show any particular innovative design. Other magazines and designers were much more creative in the fifties, 'Fortune' with Will Burtin, 'Glamour' with Cipe Pineless, 'Harper's Bazaar' with Alexey Brodovitch and 'Vogue' with Alexander Liberman. Certainly the covers with their die-cut holes (sadly only six of the twelve are included) and the bound in booklets were unique to consumer magazines at the time but I think that Flair should be remembered as a magazine concept rather than a magazine full of creativity.
Fleur Cowles writes a short piece about the origins of Flair (handwritten in gold on dark blue paper) but does not give enough detail (I believe each issue involved several printers and binders) and as there were only twelve issues a list of all the articles should have been included. Another reviewer has commented that the high price (reassuringly expensive?) and the cloth covered box the book comes in reflects snob appeal, I agree but I'm still pleased to have a copy.
The return of Flair.......2001-09-11
I first became acquainted with Fleur Cowles' revolutionary 'Flair' magazine during my childhood in the fifties. At that time the publication impressed me with its cultured blend of cosmopolitan sophistication and innovative design, although it didn't escape me that its pages also included a great deal of elitism, snobbery and self-congratulatory arrogance. Although I wasn't fortunate to keep any of the original issues, the magazine became a significant influence in the development of my literary and artistic tastes and in my life-long quest for beauty and elegance. For that I was grateful. So it was a joy to learn that a best-of compilation put together by Fleur Cowles herself had finally appeared. The original 1996 printing sold out before I could manage to acquire a copy and when Rizzoli recently published a second run I quickly got one. This edition has a foreword by writer-socialite Dominick Dunne. Now, is it really worth the rather steep price of [price]? Well... I think that for that kind of money the publishers could have managed to provide us with something much more substantial, for example: a slipcased set containing facsimile editions of all twelve original issues, rather than this comprehensive but ultimately limited look. A complete reprint would have given us the full impression of the range and period feel of a unique magazine, and at this price I think that they could have well afforded to do it. I understand that part of the reason for this expensive price tag is the snob appeal that has always been a part of the Flair mystique and that perhaps this offering is to be regarded as literary caviar for the more discerning (and well-off) among us. On the plus side I must say that the large-format book is lavishly printed, that the articles are indeed very well selected - containing not quite all but much of the best of the short-lived magazine - and that the presentation is very handsome indeed. Several of the covers are reproduced with their distinctive die-cuts and embossing and the book is housed in an elegant cloth-covered box. I still think it could have been more reasonably priced but there it is. Caviar lovers, enjoy it before it disappears again!
Grab it!.......2000-04-06
Get this book. Do anything you have to in order to own it. I paid $250 at the Art Institute of Chicago because I was afraid I would miss out...again. This is a collector's piece if you got the first edition. If not, don't hesitate. It is interesting, intriging, thought provoking, ahead of it's time....and not just for 'creative' types. Something good for everyone.
dazzling!.......1999-10-21
This is the most extraordinary book I've ever owned! I missed out when it was first published as a limited edition and I vowed that if it ever came back,I would grab one. Bravo to Rizzoli Publishers for re-issuing this hard-to-find classic!
Book Description
Start a steady stream of leads flowing into your business.
Trying to grow a business without a steady supply of fresh leads is like trying to drive across the country on a single tank of gas. With everything on your plate, who has time to chase after new leads?
Don't panic. Self-made millionaire Brad Sugars shows you why generating a constant flow of hot leads isn't nearly as complicated as you might think. Discover how to:
- Run killer print ads, radio campaigns, and mailings
- Form strategic alliances with suppliers and local businesses
- Use promotional offers and guarantees to set yourself apart from the herd
- Make sure your plans are cost-effective with a break even analysis
Get real results right now when you discover all that Instant Success has to offer!
Instant Advertising * Instant Cashflow * Instant Profit * Instant Promotions * Instant Referrals * Instant Repeat Business * Instant Sales * Instant Systems * Instant Team Building * The Business Coach * The Real Estate Coach * Successful Franchising * Billionaire in Training
Customer Reviews:
Don't Wait for Customers...Here's How to Get Them.......2007-06-25
Most business owners know how to do the work "IN" the business, so they sit and wait for the phone to ring or the next prospect to walk in the door. This book is absolutely jam-packed with simple, useful strategies that any business owner can use to get more qualified leads. What I found particularly helpful was the break-even analysis that enables anyone to make an informed decision about whether to engage an advertising campaign or not. There are also great tips on how to write ads for all media and how to set up strategic alliances and host beneficiaries. Read this book today, get more prospects tomorrow!
Leads made simple.......2006-01-15
The success of every business depends on the ability to generate new and qualified leads. Yet most small businesses often spend their time and money on methods that don't produce good results. This book is filled with excellent ideas and the process to implement them. The real life examples make it an easy read with good comprehension. It gave me the confidence to put them into action for my business.
Easy guide to generating leads..........2006-01-13
The most important factor of cashflow is the number of leads generated. The book covers easy to develop and implement marketing activities to generate more leads...
Get leads simply and effortlessly.......2006-01-04
Instant Leads explains the process through which entrepreneurs can grow their businesses by obtaining additional customers, an element of professional success that Sugars identifies as crucial.
Instant Leads begins by outlining the steps of Action International's Business Chassis, a schematic developed by Sugars that can be applied to businesses so that entrepreneurs can analyze their business piece-by-piece. Potential customers or "Leads" comprise the first part of the Business Chassis and as such, argues Sugars, are crucially important to the success of any business.
The business methods Sugars outlines in Instant Leads are drawn from the author's many years of professional success. Financially retired at 26, Sugars is a multi-million business mogul who assists, motivates, and trains hundreds of thousands of business professionals worldwide through books, DVDs, seminars, and Action International's team of business coaches.
Book Description
A treasure trove of tips on how to increase your income as a speaker--and keep your clients coming back for more
"This extraordinary book contains wonderful insights, ideas and strategies that you can apply immediately to be more successful as a speaker, trainer or consultant, than you ever thought possible."
--Brian Tracy, Speaker, Author of Goals!
"A must-read! Lilly Walters and the world of paid professional speaking--two names that go hand in hand. When you want ideas you can use today to increase your income in this industry, Lily is the one to ask!"
--Mark Victor Hansen, Co-creator, #1 New York Times bestselling series, Chicken Soup for the Soul, Co-author, The One-Minute Millionaire
"Lily has done it again! Another great tool to help anyone in the "experts industry" access the market and profit from it."
--Jack Canfield, Co- creator and co- author, Chicken Soup for the Soul
1,001 Ways to Make More Money as a Speaker, Consultant, or Trainer draws upon bestselling author Lilly Walters' lifetime of experience as a top speaker and consultant. She also combed through a recent survey of more than 7,000 speakers, consultants and trainers who were asked to describe their revenue-generating strategies. The result is a priceless compendium of sure-fire incomegenerating tips, tricks, strategies, and techniques that no speaker, consultant, trainer, or seminar leader will want to be without.
- More than 1,300 proven strategies to help speakers, trainers, and consultants to grow their incomes in any economic climate
- Includes the best practices of thousands of successful speakers, trainers, and consultants
- A quick-reference format featuring simple bulleted sentences categorized by topic
Customer Reviews:
1001 Ways to be a bit bored.......2007-08-26
I hate to say this since I have most of Lilly Walters' books and absolutely live by them in my consulting/speaking business, but this book held very few surprises or new ideas for me. For me, though, the best part and worth the price of the book was the Glossary of Terms. Totally invaluable.
you can't tell this book by its title.......2005-10-18
This book is a major rip-off. Its title leads you to believe you'll get ideas that you can immediately put into action to generate relatively immediate sales. Allow me to quote some random examples:
#385: Focus your marketing efforts on those companies and industries that can afford to pay for your services.
#393: Market to your best bets first--those you are fairly sure will buy.
#766: Keep a map of your country and world map with time zones, zip codes, and telephone area codes.
#1189: Get it in writing.
She even includes a couple of tips on what to do if you receive a suspicious parcel -- a bomb, I presume.
The bomb is this book. Her tips are not about making more money. They're about walking and chewing gum at the same time. It's a great book for rank beginners. But she should change the title. The only reason why it gets any star at all is because Amazon won't allow us to give zero stars. I suppose she gets a star for good spelling.
Public speaking your way to wealth.......2005-04-06
A terrific read. Lilly has compiled a detailed list of tips and tricks that would be helpful to anyone in the communication game. Experienced speakers will certainly find something in this book for them. I know i did, all that is left to do now is to public speak my way to wealth.
Great for Brainstorming Profitable Ideas.......2003-12-24
Lilly Walters has assembled a collection of terrific ways to create new income streams, get more bookings, generate publicity and more. The book is a series of short tips and ideas that got my brain popping. A quick perusal left my copy dotted with sticky notes marking pages containing ideas I can use now and in the future. I am currently working through the book, a section at a time, putting the tips into action.
Although absolute beginners may want more detail for some tips, wherever you are in your speaking career you will certainly find some gems to help you become a better, more successful (and profitable!) speaker. Beginners looking for more information should also read "Speak and Grow Rich" and other excellent books on building a speaking career.
Product Description
The Media Handbook provides a practical introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this third edition incorporates three new topics—consolidation, consumer control, and communication accountability—reflecting the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client. The Media Handbook includes: *numerous examples to provide a better sense of how media planning and buying work in the real world; *examples of research studies to give readers additional references for more in-depth information; *media terms defined when they are introduced, making readers more comfortable in subsequent discussions; and *a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system. This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
Customer Reviews:
Basic. Media........2007-10-10
If you have ever in your life taken a media course, there is no need to buy this book.
Book Description
CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals 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 moves 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 students the necessary tools to create winning advertising.
Customer Reviews:
A Necessary Resource for Communication, Advertising, PR, and Layout Design Majors!!!.......2007-03-02
I have had much success with this book. My professor is the editor of a widely read prestigious magazine, and she truly believes in this text. Our class has welcomed many guest speakers in the fields of Advertising, PR, and Design who all reviewed this text and found its contents to support what they practice in their professional work.
It does have some content that is slightly outdated, but with such rapid upgrades in software, this is expected. This will be one book from college I will not likely sell back!
It's a Keeper.......2003-01-17
I am a first year advertising student at Georgian College, Canada and we used this book for our copywriting class. Our teacher reccomended we keep it for future reference and that is what I will definetly do. This book was very easy to read and informative.
new edition out.......2000-08-11
NOT A REVIEW. The 7th edition of this book is out (August 2000)
Creative and interesting.......2000-05-10
I found this book to be creative interesting to the reader. Compared to ither books in the same field it's almost the best
Average customer rating:
- Must Read on Political Frames
- Fear of psychology
- The Sound of One Hand Clapping
- How to tilt public perceptions
- A book about the shadow, arguing for the importance of the substance
|
Talking Right: How Conservatives Turned Liberalism into a Tax-Raising, Latte-Drinking, Sushi-Eating, Volvo-Driving, New York Times-Reading, Body-Piercing, Hollywood-Loving, Left-Wing Freak Show
Manufacturer: PublicAffairs
ProductGroup: Book
Binding: Hardcover
 Communications
| Skills
| Business & Investing
| Subjects
| Books
Political Parties
| Politics
| Nonfiction
| Subjects
| Books
General
| Political Science
| Social Sciences
| Nonfiction
| Subjects
| Books
General
| Political Doctrines
| Political Science
| Social Sciences
| Nonfiction
| Subjects
| Books
Conservatism
| Political Doctrines
| Political Science
| Social Sciences
| Nonfiction
| Subjects
| Books
Linguistics
| Words & Language
| Reference
| Subjects
| Books
General
| Reference
| Subjects
| Books
All Deals
| Blowout Books
| Stores
| Books
Business & Investing
| Blowout Books
| Stores
| Books
Nonfiction
| Blowout Books
| Stores
| Books
Reference
| Blowout Books
| Stores
| Books
Similar Items:
-
Whose Freedom?: The Battle over America's Most Important Idea
-
Thinking Points: Communicating Our American Values and Vision
-
Going Nucular: Language, Politics. and Culture in Confrontational Times
-
WORDS THAT WORK: IT'S NOT WHAT YOU SAY, IT'S WHAT PEOPLE HEAR
-
Conservatives Without Conscience
ASIN: 1586483862 |
Book Description
A captivating and outraged account of "The Great Relabeling" of American language and thought, by the well-known "Fresh Air" commentator and author of Going Nucular
Geoffrey Nunberg breaks new ground with this fierce and funny narrative of how the political right has ushered in a new world order, aided unwittingly by the liberal media.
Democrats are well known for their "lousy bumper stickers," as Joe Klein puts it. As liberals wade through the semantics of "social security lockbox," "single payer," and other wonky locutions, the right has become harder, meaner and better at getting out the message: the estate tax became the more menacing "death tax" and a contentious education initiative was wrapped in the comforting (and memorable) blanket of "No Child Left Behind."
But Nunberg shows that the real story is more subtle than just a bumper sticker war. Conservatives' main goal wasn't to win voters over to their positions on healthcare, education, or the environment. They had a much more dramatic ambition. By changing the meaning of words like "values," "government," "liberal"; "faith," and "freedom," conservatives have shifted the political center of gravity of the language itself to the right. "Whatever our politics," Nunberg observes, "when we talk about politics nowadays, we can't help using language that embodies a conservative world-view."
Customer Reviews:
Must Read on Political Frames.......2007-01-05
This is a must read for anyone in America who cares about politics--which should be everyone! If you thought Lakoff insightful on the differences a frame can make, wait until you read Nunberg. I teach this stuff and know whereof I speak. Talking Right is one of those rare hybrids that's right for the classroom and right as a trade book for the typically older, post-college reader. I've ordered several copies for friends.
Fear of psychology.......2006-11-05
Well done for what it is, but Nunberg exhibits the classic fear of delving below the psychological surface. He seems to believe that the left will lose the common man even worse if it starts thinking psychologically about why it's losing him already. He disses Lakoff's look at policital metaphors and doesn't even bother to dis explanations that are even better, such as those of Alice Miller, Stephen Ducat, and Lloyd deMause. It frustrated me to no end as I read Nunberg advocate a return to the populist rhetoric of Truman and Clinton, hardly big winners. Truman's was a nortoriously narrow win, and Clinton's first election was a gimmie from a thrid-party candidate on the right. Nunberg seems to set his sights on the unlofty goal of 51% of the vote rather than a true strategy that will dismantle the psychological tricks the right plays on the populace like stroking their machismo, their fear, their weath fantasies, their need for scapegoats, etc.
Wake up and smell the psychological coffee, Nunberg. The right has.
The Sound of One Hand Clapping.......2006-11-04
We swim through words like fish swim through water. Metaphors are accepted as reality by many. Legends become gospil truth. This books was an informative and fun view at a very important (not just politically) subject. And now, at last, I know where the word "pinko" came from and what it means.
How to tilt public perceptions.......2006-10-22
"Talking Right" by Geoffrey Nunberg is a timely analysis of the lopsided and dysfunctional status of U.S. political discourse. Mr. Nunberg is a linguistics professor who explains how the Republican Party's privileged relationship with the media has helped to define the political narrative, which in turn has effectively tilted public perceptions to the political Right. However, by deconstructing the manner in which the Right's political language has been frequently served up as a smokescreen to obscure its radical neoconservative agenda, the author helps us understand how the political Left can present an alternative discourse that could resonate with the vast majority of Americans. Assiduously researched and cogently argued, this thoughtful, nuanced and highly readable text should interest a wide audience.
Mr. Nunberg presents a brief history of the neoconservative movement to recount how language has been deployed in order to associate particular words and phrases with politically-charged meanings. For example, the phrase 'cultural elite' was introduced by Vice President Dan Quayle in 1992 and succeeded in connecting Hollywood entertainment with sectors of the public who might have felt apprehension about social change. Indeed, Mr. Nunberg points out that since the 1960s the Republican Party has adroitly manufactured and magnified the importance of Pat Buchanan's 'culture war' in a way that has convinced large blocs of the working class to vote against its own material interests. Unfortunately, as liberals are reduced to a snobbish and out-of-touch caricature of the consumer culture imagination, Mr. Nunberg contends that the Democratic Party has failed to articulate a meaningful narrative of its own to inspire the faithful or to define the Party's mission.
Nonetheless, Mr. Nunberg believes that the Democrats can yet prevail if it dares to once again speak truth to power. Mr. Nunberg cites Bill Clinton's highly effective narrative about the powerless versus the powerful during the 1992 campaign as an example of how a message can resonate with an increasingly insecure working class beset with economic grievances. To that end, the author goes on to argue that in the wake of the Bush administration's disastrous policies (including preemptive war, fiscally irresponsible tax breaks and reckless environmental rollbacks), liberals have an excellent opportunity to articulate a new popular narrative of working-class struggle in the pursuit of economic justice and equality.
I highly recommend this important book to everyone, and especially to those interested in media and politics.
A book about the shadow, arguing for the importance of the substance.......2006-10-17
Government, John Dewey famously said, is the shadow cast by big business over society. And political language, Geoffrey Nunberg argues in Talking Right, is the shadow cast by government. Democrats, he points out, seem to think language has a talismanic power, that if only they can find the right catch phrase or slogan, they can pull people over to their side. "Liberal" must become "progressive", "family values" must become "valuing families". There's an intellectual cleverness to such stunts, and as a Berkeley linguist, Nunberg must want to believe in them. But he doesn't. The words, he explains, are just a side-effect of the larger political situation. Dewey explained that attempts to change the shadow will have no effect without a change in the substance, and Nunberg heartily agrees.
It's hard to see how it could be otherwise, but Democrats have suffered from a stubborn literalism in political discourse: thinking they can beat the charge of big government by launching programs cutting down on bureaucratic waste, thinking they can reclaim the issue of values by pointing to their love of tolerance and fairness, thinking they can dodge the charge of latte-sipping by donning a hunting cap and rifle. In reality, the issues go much deeper: big government is an attack on the notion that government can do good, values refers to a feeling of national morals run amok, and the latte-sipping charge is an attempt to distract voters from bigger issues of class. Nunberg even chastises his colleague George Lakoff for assuming that the current packages of political positions have any deeper meanings, rather than just being accidents of history.
Nunberg is an essayist--his commentaries for NPR's Fresh Air are a national treasure--and his style, while eminently readable, doesn't translate well to a long book, where his points get lost in a field of anecdotes. But beneath all the stories about how conservatives eat more brie and liberal used to be a mantle claimed by everyone, Nunberg's point is a familiar one: if the Democrats want to win, they must begin telling full-throated populist stories about how the economic elite are capturing the wealth of our country and how we need government to take it back. The point is no less true for being popular, and it's heartening to find that investigation from yet another perspective yields the same conclusions.
Books:
- Phrases That Sell : The Ultimate Phrase Finder to Help You Promote Your Products, Services, and Ideas
- Planned Giving: Management, Marketing, and the Law (Wiley Nonprofit Law, Finance, and Management Series)
- Positioning: The Battle for Your Mind
- Principles of Marketing (Principles of Marketing)
- Principles of Marketing (Principles of Marketing)
- Principles of Marketing (Principles of Marketing)
- Professional Practice for Interior Designers, 3rd Edition
- Professional Practice for Interior Designers, 3rd Edition
- Professional Practice for Interior Designers, 3rd Edition
- Public Relations Kit for Dummies
Books Index
Books Home
Recommended Books
- Writing Effective Use Cases
- Problem Solving for Oil Painters: Recognizing What's Gone Wrong and How to Make It Right
- Fretboard Roadmaps - Blues Guitar: The Essential Guitar Patterns That All the Pros Know and Use
- El Arte de la Guerra: de la Sabiduria Oriental a la Excelencia Occidental
- Information Systems Today: Why IS Matters
- Principles and Practice of Phytotherapy: Modern Herbal Medicine
- London Bridges
- Accounting IBD
- Game Theory and the Social Contract, Vol. 2: Just Playing
- Eccentricities of the Animal Creation
Words that Sell, revised and expanded edition
More Words That Sell
The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells
Words That Sell
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time
