{"title":"Advertising Books","description":"","products":[{"product_id":"copywrong-to-copywriter-a-practical-guide-to-copywriting-for-small-businesses-small-organisations-sole-traders-and-lone-rangers-9781914484735","title":"Copywrong to Copywriter: a practical guide to","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eIf you feel like you’ve got the wrong tone of voice, don’t understand the ins-and-outs of grammar, or just don’t feel confident writing about yourself without sounding like an idiot, read this book.\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eCopywriter Tait Ischia is brief and to the point in an interesting and engaging way. Which is exactly what you want the words on your website\/marketing stuff\/professional bio to be too, right? Feel confident in what you say and how you say it when you put fingers to the keyboard. Waffling on should really be reserved for weekend breakfast.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e‘A fantastic way to up your copywriting game and grow more confident in your ability to use the right words.’\u003c\/p\u003e -- Michael Bascetta, small business owner at Worksmith\u003cbr\u003e\u003cp\u003e‘Some of the best copywriting advice I’ve read. A great resource and a good read, too.’\u003c\/p\u003e -- Penny Modra, The Good Copy\u003cbr\u003e\u003cp\u003e‘[A]n engaging introduction to the world of social media content creating and copyrighting.’\u003c\/p\u003e * Reading, Writing and Riesling *\u003cbr\u003e\u003cp\u003e‘[T]his is an easy to follow introduction to copywriting by an accomplished Australian author that will provide a solid foundation that may lead to a deeper exploration down the track.’\u003c\/p\u003e * Carpe Librum *","brand":"Scribe Publications","offers":[{"title":"Default Title","offer_id":47850407100759,"sku":"9781914484735","price":9.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781914484735.jpg?v=1710613814"},{"product_id":"the-advertising-effect-how-to-change-behaviour-9780195593921","title":"The Advertising Effect How to Change Behaviour","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eWant to know how to influence other people''s behaviour?In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion). This is the ultimate insider''s guide, to the ultimate behaviour change industry - advertising.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePART 1: WHICH BEHAVIOUR TO CHANGE?; PART 2: CHANGING THE BEHAVIOUR; PART 3: BE GOOD","brand":"Oxford University Press Australia","offers":[{"title":"Default Title","offer_id":48732639887703,"sku":"9780195593921","price":27.84,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780195593921.jpg?v=1719997762"},{"product_id":"a-dictionary-of-marketing-9780198736424","title":"A Dictionary of Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eA Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003ea very helpful reference work for the marketing practitioner and student * Stuart Hannabuss, Reference Reviews *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eINTRODUCTION TO THE FOURTH EDITION; ACKNOWLEDGEMENTS; DEDICATION; A DICTIONARY OF MARKETING; APPENDICES","brand":"Oxford University Press","offers":[{"title":"Default Title","offer_id":48732773679447,"sku":"9780198736424","price":14.84,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780198736424.jpg?v=1719998338"},{"product_id":"marketing-9780198827337","title":"Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eVery Short Introductions: Brilliant, Sharp, InspiringMarketing is pivotal in today''s world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company''s offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation''s ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer''s purchasing habits. 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e1: The nature of marketing 2: Market research 3: Marketing segmentation, targeting and positioning, and the role of branding 4: Customer and buyer behaviour and the value proposition 5: Marketing promotions (communications) and social media 6: Price and managing channels 7: Product, new product development and service marketing 8: The changing nature of marketing Final reading Index","brand":"Oxford University Press","offers":[{"title":"Default Title","offer_id":48732799467863,"sku":"9780198827337","price":9.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780198827337.jpg?v=1719998449"},{"product_id":"tangled-goods-9780226820187","title":"Tangled Goods","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eA novel investigation of pro bono marketing and the relationship between goods, exploring the complex moral dimensions of philanthropic advertising.     The advertising industry may seem like one of the most craven manifestations of capitalism, turning consumption into a virtue. In Tangled Goods, authors Iddo Tavory, Sonia Prelat, and Shelly Ronen consider an important dimension of the advertising industry that appears to depart from the industry's consumerist foundations: pro bono ad campaigns. Why is an industry known for biting cynicism and cutthroat competition also an industry in which people dedicate time and effort to doing good?  Interviewing over seventy advertising professionals and managers, the authors trace the complicated meanings of the good in these pro bono projects. Doing something altruistic, they show, often helps employees feel more at ease working for big pharma or corporate banks. Often these projects afford them greater creative leeway than they normally have, a\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e“If the road to hell is paved with good intentions, Tavory et al. reveal that the path to heaven is paved with morally ambiguous and flexible ones. This book is a true pleasure to read, and it opens exciting paths for future research.” -- Hannah Wohl, author of Bound by Creativity: How Contemporary Art Is Created and Judged\u003cbr\u003e“The authors offer a subtle analysis of the practices of pro-bono advertising that opens a window into the social world of advertising and of corporate social responsibility, as well as a thoughtful and compassionate account of the human and moral dimension of life in business. This work is an original contribution to cultural sociology and the sociology of values and valuation.” -- Monica Krause, author of The Good Project: Humanitarian NGOs and the Fragmentation of Reason\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e1. Advertising for Good\u003cbr\u003e 2. Morality in Pro Bono Work\u003cbr\u003e 3. Good Work; or, The Gift of Unalienated Labor\u003cbr\u003e 4. The Elephant in the Field: Awards and Recognition\u003cbr\u003e 5. Curatorial Work: Managers and Organizational Pressures\u003cbr\u003e 6. Navigating Goods: Boundaries and Bridges\u003cbr\u003e 7. Evaluating Goods: Questions of Measurement\u003cbr\u003e 8. Tangled Goods\u003cbr\u003e Acknowledgments\u003cbr\u003e Appendix: Notes on Method\u003cbr\u003e Notes\u003cbr\u003e References\u003cbr\u003e Index","brand":"The University of Chicago Press","offers":[{"title":"Default Title","offer_id":48732927000919,"sku":"9780226820187","price":21.6,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780226820187.jpg?v=1719998979"},{"product_id":"the-challenger-customer-9780241196564","title":"The Challenger Customer","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eFrom the authors of the internationally-bestselling business classic \u003ci\u003eThe Challenger Sale\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e''A handbook of practices that will help you get into your customers'' heads, deliver good value, and win the sale'' Daniel H. Pink, author of \u003ci\u003eTo Sell is Human \u003c\/i\u003eand \u003ci\u003eDrive\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003e\u003ci\u003e---------------------------------------------------------------\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eIn \u003ci\u003eThe Challenger Sale, \u003c\/i\u003eMatthew Dixon and Brent Adamson overturned decades of conventional wisdom with a bold new approach to sales. Now they reveal something even more surprising: the highest-performing sales teams don''t focus on friendly, attentive customers. Instead, they target challenger customers.\u003cbr\u003e\u003cbr\u003eChallenger customers are sceptical, less interested in meeting and ultimately indifferent as to who wins the deal. But they also have the credibility, persuasive skill and will to challenge the status quo that will get a deal to the finish line far more often than customers who are easier t\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eA handbook of practices that will help you get into your customers' heads, deliver good value and win the sale * Daniel H. Pink, author of To Sell is Human and Drive *\u003cbr\u003eI love it. This book will set the tone for years of work to come. The CEB team has just added the HOW to the WHAT that we have all been searching for since we launched into the Challenger journey * Mitch Little, vice president, worldwide sales and applications, Microchip Technology Inc. *\u003cbr\u003eAn essential new way to think about the sale * Seth Godin, author, Linchpin *\u003cbr\u003eLays out a blueprint for how sales and marketing departments must rethink their approach to winning more business. What worked in the past is clearly having diminishing returns today and will likely lead to failure in the future * John Graff, vice president, corporate marketing, National Instruments *\u003cbr\u003e'Provides evidence-based insights and practical guidance for solving one of today's most pressing commercial challenges: complex decision making within customer organizations. It clearly shows what distinguishes the best sellers and marketing organizations from the rest * Pinder Sahota, general manager, Smith \u0026amp; Nephew *\u003c\/p\u003e","brand":"Penguin Books Ltd","offers":[{"title":"Default Title","offer_id":48732967076183,"sku":"9780241196564","price":15.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780241196564.jpg?v=1719999100"},{"product_id":"storynomics-story-driven-marketing-in-the-postadvertising-world-9780413778000","title":"Storynomics Story Driven Marketing in the","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eRobert McKee \u0026amp; Thomas Gerace's new book Storynomics translates the lessons of storytelling in business into economic and leadership success","brand":"Methuen Publishing Ltd","offers":[{"title":"Default Title","offer_id":48733746659671,"sku":"9780413778000","price":17.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780413778000.jpg?v=1720001493"},{"product_id":"the-brains-behind-great-ad-campaigns-9780742555518","title":"The Brains Behind Great Ad Campaigns","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eCatch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser ''Clydesdale and Dalmatian'' spots, the ''PEDIGREE'' Adoption Drive'' program, or the breakthrough UPS ''Whiteboard'' campaign.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eMargo Berman and Robyn Blakeman's book, The Brains Behind Great Ad Campaigns, is a much-needed one.  It's not a guide to developing concepts. It's not a book about copywriting or visual communication.  It's not a recipe for success. Nor is it a book about strategy, although all these topics are covered.  It's more about the underlying process that results in a great advertising campaign idea. What makes this book special and so helpful for a campaign class is that it covers the right topics, in the right amount, in the right sequence and with crystal-clear examples....The Brains Behind Great Ad Campaigns joins a host of other notable advertising books. What it does better than other is help students understand what it takes to develop better ideas and it sets the stage for other advertising creative how-to books. It is well written and well organized. It is an ideal book for an upper-level undergraduate advertising campaign or capstone course. It would also be relevant for upper-level journalism studies in public relations, Integrated Marketing Communication (IMC), strategic communication or marketing communications. * Journalism Studies *\u003cbr\u003eIn this didactic look at advertising, including plenty of fun examples from the American ad landscape, academics Berman and Blakeman compile a textbook-ready step-by-step guide to the advertising process. Taking readers through the nuts and bolts of ad creation, the authors are unafraid to start with the basics. . . . As an explication of advertising mechanics, from brainstorming to copywriting to strategizing and media usage, Berman and Blakeman have put together a thorough . . . primer that will familiarize would-be ad professionals with the discipline’s processes and principles. * Publishers Weekly, Web Exclusive Review December 2009 *\u003cbr\u003eThis is a remarkably comprehensive account of how advertising ideas, strategies, and campaigns come about. -- Edward de Bono, author of Six Thinking Hats\u003cbr\u003eThis book gives you a box seat view of the collaborative process needed to create outstanding campaigns including how-tos from some of the industry's superstars. And you'll see it also takes a village to raise an ad. -- Pippa Seichrist, president, Miami Ad School\u003cbr\u003ePacked with quotes from leading creatives, The Brains Behind Great Ad Campaigns is an engaging window on the creative process and the current role of research, strategy, and media specialists in big idea generation. The authors provide the real-world insight students need, and for both novices and those familiar with the ad industry, illustrate how agencies are adapting to today’s media environment. -- Janas Sinclair, University of North Carolina\u003cbr\u003eI think this is a much needed book for an Advertising Campaign Capstone class. It provides tangible, insightful, and relevant advice, while numerous examples bring all the material together. -- Craig Davis, Ohio University\u003cbr\u003e'A Perfect Marriage:' An invigorating and outstanding book that marries the business side of advertising with the creative development side. It defines the creative process for advertising students, that should be a must-read for all whether on the management or creative track. Through contemporary examples, many well known, the substantiation and melding of the left and right brain detail the results of such collaborations. The book really brings it all together, true integration. -- Tim Hendrick, San Jose State University\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eChapter 1 The Brains behind the Campaign: The Strategy and the Brief 2 Brainstorming: The Marriage of Visual and Verbal to the Strategy 3 Brainstorming: Techniques to Get to the Big Idea 4 How Campaigns Tell the Brand's Story 5 How Copywriters Approach Strategy Verbally 6 How Designers Approach Strategy Visually 7 Where Campaigns and Brands Go off Course 8 On-Strategy Campaigns That Spin Out 9 New Strategies for Old and New Media 10 Nuts and Bolts of Great Presentations","brand":"Rowman \u0026 Littlefield","offers":[{"title":"Default Title","offer_id":48736471384407,"sku":"9780742555518","price":28.5,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780742555518.jpg?v=1723810663"},{"product_id":"effective-advertising-9780761922537","title":"Effective Advertising","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eRecently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!\u003c\/strong\u003e\u003cbr\u003e\u003cbr\u003e\u003cem\u003eTellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book.\u003c\/em\u003e\u003cbr\u003e--Alan G. Sawyer, \u003cem\u003eUniversity of Florida\u003c\/em\u003e\u003cbr\u003e\u003cbr\u003e\u003cstrong\u003eEffective Advertising: How, When, and Why Advertising Works \u003c\/strong\u003ereviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. \u003c\/p\u003e  \u003cp\u003eThe first comprehensive book on advertising effectiveness, \u003cb\u003eUnderstanding Effective Advertising\u003c\/b\u003e reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as:\u003cbr\u003e\u003cbr\u003e* Advertising has a powerful influence on consumers and often generates consumer need\u003c\/p\u003e  \u003cp\u003e* The effects of advertising persist for decades\u003c\/p\u003e  \u003cp\u003e* If an ad fails initially, repetition will ensure its ultimate success\u003c\/p\u003e  \u003cp\u003e* Ads need only one to three exposures to succeed\u003c\/p\u003e  \u003cp\u003e* Advertising by argument is the most effective method\u003c\/p\u003e  \u003cp\u003e* The best ads are unique and original\u003c\/p\u003e  \u003cp\u003e* Advertising is very profitable\u003c\/p\u003e  \u003cp\u003eTellis then provides alternatives and establishes the following truths about advertising:\u003cbr\u003e\u003cbr\u003e\u003c\/p\u003e  \u003cp\u003e* Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile\u003c\/p\u003e  \u003cp\u003e* The effects of advertising are short-lived\u003c\/p\u003e  \u003cp\u003e* If ads are not initially effective, repetition will not make them more effective\u003c\/p\u003e  \u003cp\u003e* Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads\u003c\/p\u003e  \u003cp\u003e* Advertising by emotion may have the most effective appeal\u003c\/p\u003e  \u003cp\u003e* Templates can yield very effective ads\u003c\/p\u003e  \u003cp\u003e* Advertising is often unprofitable\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eEffective Advertising \u003c\/b\u003ewill be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e“Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book.”\u003c\/p\u003e -- Alan G. Sawyer\u003cbr\u003e\"Tellis offers incredible insight into understanding when, how, and why advertising works - all in fewer that 200 pages! Drawing from an extensive review of the literature, Tellis synthesizes results into a highly readable set of conclusions, focusing on advertising′s effects on behavior and sales \/ market share that result from initial and subsequent exposures.\" -- Choice\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e1.  EVALUATING ADVERTISI NG    IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS 2. SWEET,  SECRET WORKINGS OF ADVERTISING    MYTHS ABOUT ADVERTISING EFFECTIVENESS    TRUTH ABOUT ADVERTISING 3.  A GENERAL THEORY OF FIRMS′ ADVERTISING    WHY FIRMS ADVERTISE: THEORY OF ADVERTISING DEMAND    WHY BIG SUCCESSES ARE RARE: THEORY OF ADVERTISING EFFECTIVENESS    WHY FIRMS PERSIST WITH INEFFECTIVE ADVERTISING: THEORY OF ADVERTISING SUPPLY 4.  MEASURES OF ADVERTISING′S EFFECTIVENESS    DEFINITION AND CLASSIFICATION OF ADVERTISING VARIABLES    MODELS OF THE HIERARCHY OF EFFECTS 5.  RESEARCH DESIGNS TO ASSESS ADVERTISING EFFECTIVENESS    LABORATORY EXPERIMENT    FIELD APPROACH    HYBRID APPROACHES 6.  MARKET EFFECTS OF ADVERTISING INTENSITY    CLASSIFICATION OF STUDIES    FINDINGS ABOUT ADVERTISING WEIGHT    FINDINGS ABOUT ADVERTISING ELASTICITY    FINDINGS ABOUT AD FREQUENCY 7.  ADVERTISING′S DYNAMIC AND CONTENT EFFECTS    FINDINGS FROM MARKET STUDIES ABOUT ADVERTISING CARRYOVER    FINDINGS ABOUT ADVERTISING WEARIN AND WEAROUT    FINDINGS ABOUT AD CONTENT 8.  ADVERTISING AS PERSUASION    ROUTES OF PERSUASION    LOW INVOLVEMENT OR PASSIVE PROCESSING    REPETITION IN PERSUASION 9. ARGUMENT IN ADVERTISING    HOW ARGUMENT PERSUADES    AGRUMENT STRATEGY 10.  EMOTION IN ADVERTISING    HOW DO EMOTIONS WORK?    WHEN DO EMOTIONS WORK?    METHODS OF AROUSING EMOTIONS    ROLE OF SPECIFIC EMOTIONS 11.  ENDORESEMENT IN ADVERTISING    TYPES OF ENDORSERS    WHY ENDORSEMENTS WORK    WHEN TO USE ENDORSERS    STRATEGIC IMPLICATIONS    COLLECTION OF SINGLE SOURCE DATA","brand":"SAGE Publications Inc","offers":[{"title":"Default Title","offer_id":48737180942679,"sku":"9780761922537","price":103.55,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780761922537.jpg?v=1723811032"},{"product_id":"epica-book-31-9781350024717","title":"Epica Book 31","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe Epica Awards were created in 1987. Having originally focused on the Europe, Middle East and Africa region exclusively, the awards became global in 2012. Epica's aim is to reward outstanding creativity in communication disciplines and to help communication agencies, film production companies, media consultancies, photographers and design studios to develop their reputations beyond their national borders.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThe value of publications like this is enormous. The Epica Book helps us remember what was great and why it was great. -- Josef Miguel Sokoloff, President of the Lowe Global Creative Council Chief Creative Officer, UK.\u003cbr\u003e[Sets] standards for new thinking, for intelligent problem solving and for refreshing insights... 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Rating Your Writing Level 199\u003c\/p\u003e \u003cp\u003e22. Seven Steps to Writing Great Copy 203\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Three: Proving the Points—Ad Examples\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 209\u003c\/p\u003e \u003cp\u003e23. The Lazy Man’s Way to Riches 211\u003c\/p\u003e \u003cp\u003e24. A Fluke of Nature 219\u003c\/p\u003e \u003cp\u003e25. Lingerie for Men 227\u003c\/p\u003e \u003cp\u003e26. The More You Learn 233\u003c\/p\u003e \u003cp\u003e27. A More Stimulating Way 237\u003c\/p\u003e \u003cp\u003e28. Magic Baloney 239\u003c\/p\u003e \u003cp\u003e29. Pet Plane 243\u003c\/p\u003e \u003cp\u003e30. Mail Order Mansion 247\u003c\/p\u003e \u003cp\u003e31. Hungarian Conspiracy 251\u003c\/p\u003e \u003cp\u003e32. Vision Breakthrough 255\u003c\/p\u003e \u003cp\u003e33. Gold Space Chains 259\u003c\/p\u003e \u003cp\u003e34. Consumers Hero 263\u003c\/p\u003e \u003cp\u003e35. Nautilus Spelling Sale 267\u003c\/p\u003e \u003cp\u003eA Note: The Power of Your Pen 271\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Four: Utilizing Your Copywriting Skills\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 275\u003c\/p\u003e \u003cp\u003e36. Writing for Different Media 277\u003c\/p\u003e \u003cp\u003eEpilogue Some Final Thoughts 313\u003c\/p\u003e \u003cp\u003eAppendix A Assumed Constraints, Continued 317\u003c\/p\u003e \u003cp\u003eAppendix B Seeds of Curiosity, Continued 319\u003c\/p\u003e \u003cp\u003eAppendix C Summary of Axioms and Major Points 321\u003c\/p\u003e \u003cp\u003eAppendix D Recommended Reading 325\u003c\/p\u003e \u003cp\u003eIndex 327\u003c\/p\u003e \u003cp\u003eAbout the Author 337\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864622248279,"sku":"9780470051245","price":17.85,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470051245.jpg?v=1722272769"},{"product_id":"truth-lies-and-advertising-9780471189626","title":"Truth Lies and Advertising","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eJay Chiat, founder of the prestigious Chiat\/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it \"The best new-business tool ever invented.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eNo Room for the Mouse: The Failure to Involve Consumers in Advertising Communication.\u003cbr\u003e \u003cbr\u003e Silent Partners: Account Planning and the New Consumer Alliance.\u003cbr\u003e \u003cbr\u003e The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction.\u003cbr\u003e \u003cbr\u003e Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research.\u003cbr\u003e \u003cbr\u003e The Fisherman's Guide: The Importance of Creative Briefing.\u003cbr\u003e \u003cbr\u003e Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas.\u003cbr\u003e \u003cbr\u003e Serendipity: \"Got Milk?\" Acknowledgments.\u003cbr\u003e \u003cbr\u003e Bibliography.\u003cbr\u003e \u003cbr\u003e Index.\u003cbr\u003e \u003cbr\u003e Credits.\u003cbr\u003e \u003cbr\u003e About the Author.","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864645415255,"sku":"9780471189626","price":31.2,"currency_code":"GBP","in_stock":true}]},{"product_id":"scientific-advertising-9780486836058","title":"Scientific Advertising","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e","brand":"Dover Publications Inc.","offers":[{"title":"Default Title","offer_id":48864748208471,"sku":"9780486836058","price":8.07,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780486836058.jpg?v=1722273060"},{"product_id":"branded-interactions-9780500023709","title":"Branded Interactions","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThis illustrated, extensively updated guide focuses on branded interaction design (BIxD), the brand-oriented design of interactive applications.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e'Amasses a wealth of information and expertise to offer a working framework for any project' - New Design","brand":"Thames \u0026 Hudson Ltd","offers":[{"title":"Default Title","offer_id":48864756793687,"sku":"9780500023709","price":46.75,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780500023709.jpg?v=1722273100"},{"product_id":"creative-demons-and-how-to-slay-them-9780500024607","title":"Creative Demons and How to Slay Them","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eIntroduction\u003cbr\u003e Chapter 1: The Demon of Procrastination\u003cbr\u003e Chapter 2: The Demon of the Blank Page\u003cbr\u003e Chapter 3: The Demon of Doubt\u003cbr\u003e Chapter 4: The Demon of Convention\u003cbr\u003e Chapter 5: The Demon of Constraints\u003cbr\u003e Chapter 6: The Demon of Criticism\u003cbr\u003e Chapter 7: The Demon of Theft\u003cbr\u003e Chapter 8: The Demon of Accidents\u003cbr\u003e Chapter 9: The Demon of Failure\u003cbr\u003e Chapter 10: The Demon of Disappointment\u003cbr\u003e Epilogue\u003cbr\u003e Notes\u003cbr\u003e Further Reading\u003cbr\u003e Acknowledgments","brand":"Thames \u0026 Hudson Ltd","offers":[{"title":"Default Title","offer_id":48864758006103,"sku":"9780500024607","price":999.99,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780500024607.jpg?v=1722273104"},{"product_id":"hegarty-on-creativity-9780500517246","title":"Hegarty on Creativity","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eCreativity isn't an occupation, its a preoccupation. It is at the very core of what makes us human. Its also a fundamental challenge that everyone faces in the modern world, be they in business, in education or a struggling artist or musician. This book takes 50 provocations and themes that lie at the heart of creative thinking.","brand":"Thames \u0026 Hudson Ltd","offers":[{"title":"Default Title","offer_id":48864822821207,"sku":"9780500517246","price":10.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780500517246.jpg?v=1722273182"},{"product_id":"the-advertising-concept-book-think-now-design-later-9780500518984","title":"The Advertising Concept Book Think Now Design","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eInclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e'Invaluable' - Creative Review\u003cbr\u003e'Hands down the best creative advertising book I have ever read!' - Inspired Magazine\u003cbr\u003e'Sound advice for advertising creatives' - Communication Arts\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e1: Basic Tools; 2: The Strategy; 3: Print; 4: The Campaign; 5: The Tagline; 6: Generating Strategies \u0026amp; Ideas; 7: TV; 8: Ambient; 9: Interactive; 10: Social; 11: Copy; 12: Radio; 13: Integrated; 14: Execution; 15: Presenting \u0026amp; Selling Your Work; 16: The Student Book; 17: Conclusion","brand":"Thames \u0026 Hudson Ltd","offers":[{"title":"Default Title","offer_id":48864826655063,"sku":"9780500518984","price":21.25,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780500518984.jpg?v=1722273186"},{"product_id":"the-attention-merchants-9780804170048","title":"The Attention Merchants","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e","brand":"Random House USA Inc","offers":[{"title":"Default Title","offer_id":48865938669911,"sku":"9780804170048","price":11.25,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780804170048.jpg?v=1722276285"},{"product_id":"my-life-in-advertising-and-scientific-advertising-9780844231013","title":"My Life in Advertising and Scientific Advertising","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eGain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.","brand":"NTC Publishing Group,U.S.","offers":[{"title":"Default Title","offer_id":48866038055255,"sku":"9780844231013","price":12.34,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780844231013.jpg?v=1722276740"},{"product_id":"the-choice-factory-9780857196095","title":"The Choice Factory","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eBefore you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"This book is a Haynes Manual for understanding consumer behaviour. You should buy a copy - and then buy another copy to give to one of the 97% of people in marketing who are too young to remember what a bloody Haynes Manual is.\"- Rory Sutherland, columnist for The Spectator and Executive Creative Director, Ogilvy One. \"Most books in this area are academic and dry as dust. If you want to know how research and sociology can impact on real life in the real world, Richard's book will show you - using simple words and examples that real people can understand.\" - Dave Trott - creative director, author of Predatory Thinking and founder of three creative agencies. \"In a cacophony of overstatement, Richard Shotton possesses a melodious and balanced voice. In this short but powerful tome you can learn about how marketing actually does influence consumers. Or, for the more prosaic among us, how to get people to re-use towels, buy wine when German Oompah music is playing and select a broadband supplier by mentioning Charing Cross Station. The book also mentions me (all too briefly) which I also find enticing.\" - Mark Ritson, columnist for Marketing Week and Professor at Melbourne business school. \"At last someone has written a commonsense, practical guide to using behavioural science to sell things.  It is backed by lots of research and working examples drawn from the author's own experience and his encyclopedic knowledge of the industry.  In short, this is a classic advertising textbook in the making.\" --Steve Harrison, British copywriter, creative director and author. \"Actionable, memorable and powerful... Shotton has taken the jewels of behavioral economics and made them practical.\" - Seth Godin, author of `All Marketers are Liars'. \"Comprehensive, compelling and immensely practical, the Choice Factory brings the building blocks of behaviour change together in one place.\" - Richard Huntington, Chairman \u0026amp; Chief Strategy Officer, Saatchi \u0026amp; Saatchi  \"A top-class guide for those who want to put BE to work, rather than just illuminate their journey to work.\" - Mark Earls, author of 'Herd'. \"A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising. The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions.  Synthesizing a vast body of research, live experiments and numerous examples, he shows that there is a bias for every occasion and how to use them as tools to craft better communications.\" - Faris Yakob, author of Paid Attention. \"The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions - including your own.\" - Ian Leslie, author of 'Born Liars' and `Curious'. \"Richard delivers a wealth of cases proving the efficacy of working with, rather than against, the grain of human nature. This is catnip for the industry.\" - Phil Barden, author of 'Decoded: The Science Behind Why We Buy'. \"Richard Shotton's application of behavioural economics is bang on the button. This book is timely, insightful, fascinating and entertaining.\" - Dominic Mills, ex-editor of Campaign. \"If you're a marketer, understanding what really makes people tick - as opposed to what they might tell you - is vital. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science. Richard Shotton has read widely so that you don t have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. This is a delightful and indispensable read for anyone in marketing, particularly those early in their careers.\" -Tess Alps, Chair of Thinkbox, the UK's marketing body for commercial broadcasters. \"The Choice Factory is every bit as good as I hope I have managed to convey...Any marketers already sold on the value of behavioural science will find plenty here to encourage further optimism and confidence in its use.\" - John Hildrew, Rouser. \"Exceptionally easy to read and, then, to apply the lessons learned, I have seldom read such a useful business book.\" - Iain Robertson, Business Money magazine. \"I would therefore recommend this book to the whole marketing profession as it will enable us all to stand back and consider how we influence consumers to buy products or participate in market research. Well worth the read!\" - Alan Wilson, University of Strathclyde.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface Introduction The 25 Biases 1. The Fundamental Attribution Error 2, Social Proof 3. Negative Social Proof 4. Distinctiveness 5. Habit 6. The Pain of Payment 7. The Danger of Claimed Data 8. Mood 9. Price Relativity 10. Primacy Effect 11. Expectancy Theory 12. Confirmation Bias 13. Overconfidence 14. Wishful Seeing 15. Media Context 16. The Curse of Knowledge 17. Goodhart's Law 18. The Pratfall Effect 19. Winner's Curse 20. The Power of the Group 21. Veblen goods 22. The Replicability Crisis 23. Variability 24. Cocktail Party Effect 25. Scarcity  Ethics Conclusion  References Further reading  Index","brand":"Harriman House Publishing","offers":[{"title":"Default Title","offer_id":48866071150935,"sku":"9780857196095","price":13.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780857196095.jpg?v=1722276902"},{"product_id":"creative-blindness-and-how-to-cure-it-9780857197306","title":"Creative Blindness And How To Cure It","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eCreativity is all around us. Not in art galleries. But on the train, at work, in the street outside, and in schools, hospitals and restaurants. Creative vision exists wherever people are.\u003cbr\u003e\u003cbr\u003eIn this entertaining collection of real-life stories, Dave Trott applies his crystal clear lens to define what genuine creative vision looks like. It is problem solving, clarity of thought, seeing what others do not see, and removing complexity to make things as simple as you can.\u003cbr\u003e\u003cbr\u003eThe timeless lessons revealed here can be applied in advertising, business and throughout everyday life. By seeing things differently, you can think differently, and change the world around you.\u003cbr\u003e\u003cbr\u003eDave Trott shows you how.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eINTRODUCTION PART 1: CREATIVITY IN UNUSUAL PLACES PART 2. CREATIVE COMMUNICATION PART 3. CREATIVE IMPACT PART 4. PRACTICAL CREATIVITY PART 5. CREATIVE SURPRISES PART 6. CREATIVE ILLUSIONS PART 7. CREATIVITY IN REAL LIFE","brand":"Harriman House Publishing","offers":[{"title":"Default Title","offer_id":48866071806295,"sku":"9780857197306","price":13.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780857197306.jpg?v=1722276904"},{"product_id":"the-illusion-of-choice-9780857199744","title":"The Illusion of Choice","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe Illusion of Choice identifies the 161\/2 most important psychological biases that everyone in business needs to be aware of today - and shows how any business can take advantage of these  to win customers, retain customers and sell more.","brand":"Harriman House Publishing","offers":[{"title":"Default Title","offer_id":48866073346391,"sku":"9780857199744","price":13.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780857199744.jpg?v=1722276912"},{"product_id":"crossover-creativity-9780857199881","title":"Crossover Creativity","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIdeas don?t come from nothing. \u003cbr\u003e\u003cbr\u003eThey come from what is already inside people?s brains.\u003cbr\u003e\u003cbr\u003eAnd so it?s not true to say that people have ideas. \u003cbr\u003e\u003cbr\u003eIn fact, ideas have people.\u003cbr\u003e\u003cbr\u003eThe more you read, watch, observe and consume, the more fuel for ideas you have in your brain, and the more ideas will happen for you.\u003cbr\u003e\u003cbr\u003eIn this latest collection of stories about creativity in real-life situations, Dave Trott shows where great ideas have come from?as a guide for those who have to generate ideas in advertising, business, or the wider world.\u003c\/p\u003e","brand":"Harriman House Publishing","offers":[{"title":"Default Title","offer_id":48866073379159,"sku":"9780857199881","price":13.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780857199881.jpg?v=1722276912"},{"product_id":"creativity-for-sale-9780993540042","title":"Creativity For Sale","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e","brand":"Brand Nu Limited","offers":[{"title":"Default Title","offer_id":48866239873367,"sku":"9780993540042","price":16.14,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780993540042.jpg?v=1722277732"},{"product_id":"yes-50-scientifically-proven-ways-to-be-persuasive-9781416576143","title":"Yes 50 Scientifically Proven Ways to Be","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e","brand":"Free Press","offers":[{"title":"Default Title","offer_id":48866859581783,"sku":"9781416576143","price":999.99,"currency_code":"GBP","in_stock":false}]},{"product_id":"profit-over-privacy-how-surveillance-advertising-conquered-the-internet-9781517905057","title":"Profit over Privacy: How Surveillance Advertising","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eA deep dive into the political roots of advertising on the internet\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e The contemporary internet’s de facto business model is one of surveillance. Browser cookies follow us around the web, Amazon targets us with eerily prescient ads, Facebook and Google read our messages and analyze our patterns, and apps record our every move. In \u003ci\u003eProfit over Privacy\u003c\/i\u003e, Matthew Crain gives internet surveillance a much-needed origin story by chronicling the development of its most important historical catalyst: web advertising.\u003c\/p\u003e\u003cp\u003eThe first institutional and political history of internet advertising, \u003ci\u003eProfit over Privacy\u003c\/i\u003e uses the 1990s as its backdrop to show how the massive data-collection infrastructure that undergirds the internet today is the result of twenty-five years of technical and political economic engineering. Crain considers the social causes and consequences of the internet’s rapid embrace of consumer monitoring, detailing how advertisers and marketers adapted to the existential threat of the internet and marshaled venture capital to develop the now-ubiquitous business model called “surveillance advertising.” He draws on a range of primary resources from government, industry, and the press and highlights the political roots of internet advertising to underscore the necessity of political solutions to reign in unaccountable commercial surveillance.\u003c\/p\u003e\u003cp\u003eThe dominant business model on the internet, surveillance advertising is the result of political choices—not the inevitable march of technology. Unlike many other countries, the United States has no internet privacy law. A fascinating prehistory of internet advertising giants like Google and Facebook, \u003ci\u003eProfit over Privacy\u003c\/i\u003e argues that the internet did not have to turn out this way and that it can be remade into something better.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\"A surveillance-oriented internet was not inevitable. As Matthew Crain brilliantly documents, the data-obsessed web was manifested to appease and uphold the advertising beast. By untangling the historic strings of policy, politics, and financial interests, \u003ci\u003eProfit over Privacy\u003c\/i\u003e invites the reader to question why we've come to accept the panoptic internet we know today.\"—danah boyd, author of \u003ci\u003eIt’s Complicated: The Social Lives of Networked Teens\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"In this exceptionally insightful and important book, Matthew Crain presents a definitive history of the evisceration of internet privacy. Rooted in a deep understanding of the history of advertising markets and the political economy of finance, \u003ci\u003eProfit over Privacy\u003c\/i\u003e focuses readers' attention on the fundamental forces demanding ever more data about our lives. Although it tells a dark story, its accessible and lively prose makes it a pleasure to read—and provides the historical knowledge necessary to help future regulators avoid the many mistakes of the past.\"—Frank Pasquale, author of \u003ci\u003eNew Laws of Robotics: Defending Human Expertise in the Age of AI\u003c\/i\u003e\u003cbr\u003e  \u003c\/p\u003e\u003cp\u003e\"The book provides a fascinating look at the way that commercial and private interests and the companies and lobbyists representing them wonout over other interests, such as public ownership and public interests,in anumber of debates and processes largely in the United States that created the global internet  infrastructure  we  have  now... Anyone interested in online and digital spaces, surveillance practices, the history of internet companies,and discussions of public policy in the internet age should want to read \u003ci\u003eProfit Over Privacy.\u003c\/i\u003e\"—\u003ci\u003eSurveillance \u0026amp; Society\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"Revealing the emergence of a market logic that has placed individual surveillance at its core, this is a forceful and engaging book.\"—\u003ci\u003eLSE Review of Books\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"His writing skills, including his ability to make the sociopolitical complexities of political economy accessible and engaging for a broad audience, from undergraduates to business executives, are most impressive.\"—\u003ci\u003eInternational Journal of Communication\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"Brilliantly researched and thoroughly documented, the book argues that surveillance capitalism could not have existed outside of politics.\"—\u003ci\u003eTechnical Communication\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"In documenting the historical development of surveillance advertising, Crain makes a forceful argument against the status quo in favor of strong privacy laws.\"—\u003ci\u003eCollege \u0026amp; Research Libraries\u003c\/i\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eContents\u003c\/p\u003e\u003cp\u003eIntroduction\u003c\/p\u003e\u003cp\u003e1. The Revolution Will Be Commercialized\u003c\/p\u003e\u003cp\u003e2. A Framework for Global Electronic Commerce\u003c\/p\u003e\u003cp\u003e3. The Web Gets a Memory\u003c\/p\u003e\u003cp\u003e4. The Dotcom Bubble\u003c\/p\u003e\u003cp\u003e5. Surveillance Advertising Takes Shape\u003c\/p\u003e\u003cp\u003e6. The Privacy Challenge\u003c\/p\u003e\u003cp\u003e7. The Legacy of the Dotcom Era\u003c\/p\u003e\u003cp\u003eAcknowledgments\u003c\/p\u003e\u003cp\u003eNotes\u003c\/p\u003e\u003cp\u003eIndex\u003c\/p\u003e","brand":"University of Minnesota Press","offers":[{"title":"Default Title","offer_id":48867440230743,"sku":"9781517905057","price":19.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781517905057.jpg?v=1722283284"},{"product_id":"the-brand-book-an-insider-s-guide-to-brand-building-for-businesses-and-organizations-9781529420173","title":"The Brand Book: An insider’s guide to brand","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eWonderful book which I couldn''t put down. -\u003ci\u003e Charlie Marshall, CEO \u0026amp; Founder, Loaf\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eA healthy blast of brutally honest common sense. \u003ci\u003e- \u003c\/i\u003e\u003c\/b\u003e\u003ci\u003e\u003cb\u003eRory Sutherland, Vice Chairman, Ogilvy UK\u003c\/b\u003e\u003c\/i\u003e\u003cbr\u003e\u003cb\u003eThis needs to be in all marketing\/communication colleges. - \u003ci\u003eMalcolm Poynton, Executive Global Chief Creative Officer, Cheil Worldwide\u003c\/i\u003e\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eThe Brand Book\u003c\/i\u003e provides a straightforward and practical guide to the fundamentals of brands and branding, enabling anyone in business to create their own powerful brand. 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Prepare for the most astounding and fast-paced psychology book since \u003cem\u003eBlink \u003c\/em\u003eand \u003cem\u003ePredictably Irrational\u003c\/em\u003e.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e'Reading Adam Alter's book will change the way you look at our world.'\u003c\/p\u003e -- Dan Ariely, author of Predictably Irrational\u003cbr\u003e\u003cp\u003e'I've read lots of books about how the brain can be tricked and how the things we think we see are not necessarily the things we are looking at. 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It takes creativity, courage and cash to make that happen - and the principles outlined in this excellent book.\" * Ivan Pollard, Global CMO, General Mills *\u003cbr\u003e\"In this second book on 'Ueber-Branding', The authors provide a step-by-step approach on how to build brands that instil strong desires in customers.\" * Bernd Schmitt, Professor at Columbia Business School and author of \"Experiential Marketing\" *\u003cbr\u003e\"A well-curated practical guide for brand builders who understand the value of values. The thought-provoking 'Dream-Do-Dare' framework will help you define and operationalize your brand purpose in a way that elevates profit as well.\" * Virginie Helias, Chief Sustainability Officer, Procter \u0026amp; Gamble *\u003cbr\u003e\"Provides insightful guidance and inspiration not only on how to create a 'love brand', but how to maintain one.\" * Leonardo Chavez, Global Brand President, Kiehl’s Since 1851 *\u003cbr\u003e\"Standing out in a burgeoning panoply of branding literature is no mean feat. \u003cb\u003eSchaefer\u003c\/b\u003e and \u003cb\u003eKuehlwein\u003c\/b\u003e have done it again with Brand Elevation - a practitioner's road-map to curating brand desire and equity.\" * Deryck J van Rensburg, Dean, Pepperdine Graziadio Business School *\u003cbr\u003e\"An astute, practical and ethical guide to branding and marketing for companies willing to self-examine the best purpose of their enterprise, and cultivate long-term relationships with their customers on the basis of shared values and identity.\" * Vincent Stanley, Director of Philosophy, Patagonia, co-author of \"The Responsible Company: What We've Learned From Patagonia's First 40 Years\" and poet *\u003cbr\u003e\"Makes an incredibly complex marketing innovation clear to anyone: it provides the fundamentals to break down what gives a brand meaning and how to give inanimate objects animate characteristics.\" * Scott Galloway – Professor at NYU Stern School of Business, author of \"The Four\" and founder of L2Inc. and Section 4 *\u003cbr\u003e\"Explains perfectly how much the classical approach to marketing has changed and how small new brands - Ueber brands with a real story to tell - become so relevant. A must-read for everyone who wants to understand this recent development!\" * Felix Ahlers, CEO, FRoSTA AG *\u003cbr\u003e\"A highly relevant book for every business executive and marketing student, offering in-depth analyses, a hands-on how-to program, and rich case studies all in one. A unique and outstanding reference to deliver superior brand performance.\" * Glyn Atwal, Associate Professor, Burgundy School of Business and co-author of \"Luxury Brands in China and India\" *\u003cbr\u003e\"A must-read for any marketer wanting to elevate a brand - and that is almost everyone of us.\" * Erich Joachimsthaler, Founder and CEO, Vivaldi Group and author of \"Brand Leadership\" with David Aaker and of \"Hidden in Plain Sight\" *\u003cbr\u003e\"This book follows-up on JP and Wolf's first book with step-by-step instructions on how brand builders can go about elevating their brands and taking them 'ueber' - above and beyond the crowd of competitors.\" * Frédéric Fekkai, Executive Chairman and Founder, Frederic Fekkai \u0026amp; Co and Bastide *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\n\u003cli\u003eSection - ONE: RECAP – THE PRINCIPLES OF UEBER-BRANDINGTM;\u003c\/li\u003e\n\u003cli\u003eSection - 01: Principle 1 - Mission incomparable – Having a distinct, brand-guiding Mission;\u003c\/li\u003e\n\u003cli\u003eSection - 02: Principle 2 - Longing vs belonging – Balancing exclusivity and inclusion;\u003c\/li\u003e\n\u003cli\u003eSection - 03: Principle 3 - Un-selling – Mastering the art of seduction;\u003c\/li\u003e\n\u003cli\u003eSection - 04: Principle 4 - From Myth to meaning – Giving the brand soul;\u003c\/li\u003e\n\u003cli\u003eSection - 05: Principle 5 - Behold the product! Making your product manifest the Myth;\u003c\/li\u003e\n\u003cli\u003eSection - 06: Principle 6 - Living the dream – Letting the brand radiate from the inside out;\u003c\/li\u003e\n\u003cli\u003eSection - 07: Principle 7 - Growth without end – Balancing scaling and brand building;\u003c\/li\u003e\n\u003cli\u003eSection - TWO: HOW TO – SIX STEPS TO ELEVATE YOUR BRAND;\u003c\/li\u003e\n\u003cli\u003eSection - 08: Step 1 - Set Your Mission;\u003c\/li\u003e\n\u003cli\u003eSection - 09: Step 2 - Write Your Myth;\u003c\/li\u003e\n\u003cli\u003eSection - 10: Step 3 - Realize Your Dream;\u003c\/li\u003e\n\u003cli\u003eSection - 11: Step 4 - Live Your Dream;\u003c\/li\u003e\n\u003cli\u003eSection - 12: Step 5 - Find Your Ueber-Target;\u003c\/li\u003e\n\u003cli\u003eSection - 13: Step 6 - Ignite All Targets;\u003c\/li\u003e\n\u003cli\u003eSection - 14: Summing up – The Ueber-Branding Model;\u003c\/li\u003e\n\u003cli\u003eSection - THREE: LESSONS – UEBER-BRANDING IN ACTION;\u003c\/li\u003e\n\u003cli\u003eSection - 15: Case 1 - TerraCycle – From Mission to Myth to movement, or – How to ‘eliminate the idea of waste’;\u003c\/li\u003e\n\u003cli\u003eSection - 16: Case 2 - Acqua di Parma – The power of a mythical core, or – How to build your business and your equity simultaneously;\u003c\/li\u003e\n\u003cli\u003eSection - 17: Case 3 - Burt’s Bees – Growing an Ueber-Brand ground up, or – How purpose and profit can live in harmony;\u003c\/li\u003e\n\u003cli\u003eSection - 18: Case 4 - Starbucks – The renaissance plan, or – How to leap ahead by going back to quality and service;\u003c\/li\u003e\n\u003cli\u003eSection - 19: Case 5 - Airbnb – The importance of culture, or – How Airbnb found, launched and lives its purpose;\u003c\/li\u003e\n\u003cli\u003eSection - 20: Case 6 - Lakrids – Growth without end, or – How to scale a dream;\u003c\/li\u003e\n\u003cli\u003eSection - 21: Case 7 - YouTube – Platform or brand of the future, or – How to be one when you are many;\u003c\/li\u003e\n\u003cli\u003eSection - EPILOGUE: Crises – Times of Ueber-Opportunities;\u003c\/li\u003e\n\u003cli\u003eSection - 22: References and further reading;\u003c\/li\u003e\n\u003cli\u003eSection - 23: Index\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Kogan Page Ltd","offers":[{"title":"Default Title","offer_id":48868490281303,"sku":"9781789664669","price":31.34,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781789664669.jpg?v=1722288296"},{"product_id":"copywriting-is-30-or-so-thoughts-on-thinking-like-a-copywriter-9781838434304","title":"Copywriting Is...: 30-or-so Thoughts on Thinking","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eCopywriting is easy. 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The Copy Book","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIn 1995, the D\u0026amp;AD published a book on the art of writing for advertising. The then best-selling book remains an \u003cstrong\u003eimportant reference work \u003c\/strong\u003etoday—a bible for creative directors. \u003cstrong\u003eD\u0026amp;AD and TASCHEN\u003c\/strong\u003e have joined forces to bring you \u003cstrong\u003ean updated and redesigned edition of the publication\u003c\/strong\u003e. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a \u003cstrong\u003ework selection and essays by 53 leading professionals in the world\u003c\/strong\u003e, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes.\u003cbr\u003e\u003cbr\u003e The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter. This is not simply \u003cstrong\u003ea “must-have” book for people in advertising and marketing\u003c\/strong\u003e, it is also a “should-have” \u003cstrong\u003efor anyone who needs to involve or influence people\u003c\/strong\u003e, by webpage, on paper, or in person.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThe Copy Book convinced me that everyone in business should study the art of copywriting. * Fortune.com *","brand":"Taschen GmbH","offers":[{"title":"Default Title","offer_id":48869414535511,"sku":"9783836568524","price":17.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9783836568524.jpg?v=1722292645"},{"product_id":"mid-century-ads-40th-ed-9783836591478","title":"Mid-Century Ads. 40th Ed.","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eGleaned from thousands of images, this book offers the \u003cstrong\u003ebest of American print advertising \u003c\/strong\u003ein the age of the “Big Idea.” From the height of American consumerism, bold and colorful campaigns paint \u003cstrong\u003ea fascinating portrait of the 1950s and ’60s\u003c\/strong\u003e, as concerns about the Cold War gave way to the carefree booze-and-cigarettes capitalism of the Mad Men era.\u003cbr\u003e\u003cbr\u003e\u003cstrong\u003eDigitally remastered for optimum reproduction quality\u003c\/strong\u003e, the ads burst with crisp fonts and colors, as well as a sexy sense of possibility, beguiling their audience to buy everything from \u003cstrong\u003eguns to girdles, cars to toothpaste, air travel to home appliances\u003c\/strong\u003e. 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Updates bring strategy to life in today's digital and mobile society as new content addresses industry shifts, such as pandemic-prompted changes in consumer behavior and e-commerce, influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and current forms of branding and marketing for well-known brands like Target, Chanel, Amazon, Southwest, Netflix, Disney, ESPN, Apple, TikTok, Instagram, Adidas and Nike. You examine concepts in the context of advertising practice as you follow the processes of an advertising agency. Leading theory and practice keeps content relevant and applicable whether you are pursing business, marketing communication or advertising. MindTap digital resources further strengthen understanding.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePart I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY. 1. The World of Advertising and IBP. 2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations. 3. The History of Advertising and Brand Promotion. 4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion. Part II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION. 5. Advertising, Integrated Brand Promotion, and Consumer Behavior. 6. Market Segmentation, Positioning, and the Value Proposition. 7. Advertising Research. 8. Planning Advertising and Integrated Brand Promotion. Part III: THE CREATIVE PROCESS. 9. Managing Creativity in Advertising and IBP. 10. Creative Message Strategy. 11. Executing the Creative. Part IV: THE MEDIA PROCESS. 12. Media Planning Essentials. 13. Media Planning: Newspapers, Magazines, Television, and Radio. 14. Media Planning: Advertising and IBP in Digital, Social, \u0026amp; Mobile Media. Part V: INTEGRATED BRAND PROMOTION. 15. Sales Promotion, Point-of-Purchase Advertising, and Support Media. 16. 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