{"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":999.99,"currency_code":"GBP","in_stock":false}],"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":"the-blessings-of-paid-advertising-discover-the-industry-expert-tips-for-maximizing-roi-on-a-tight-advertising-budget-9780957579187","title":"The Blessings of Paid Advertising DISCOVER The","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e","brand":"LasGeorges Publications","offers":[{"title":"Default Title","offer_id":48737919664471,"sku":"9780957579187","price":17.57,"currency_code":"GBP","in_stock":false}]},{"product_id":"key-marketing-metrics-9781292360867","title":"Key Marketing Metrics","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eNeil T. Bendle\u003c\/strong\u003e is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He holds a PhD from the Carlson School of Management, University of Minnesota, and an MBA from Darden. He has been published in journals such as Marketing Science and the Journal of Consumer Research.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003ePaul W. Farris\u003c\/strong\u003e is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously he was on the faculty of the Harvard Business School and worked in marketing management for Unilever.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003ePhillip E. Pfeifer\u003c\/strong\u003e is Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct\/interactive marketing. 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For its 10th anniversary Naomi Klein has updated this iconic book.By the time you're twenty-one, you'll have seen or heard a million advertisements. But you won't be happier for it.This is a book about that much-maligned, much-misunderstood generation coming up behind the slackers, who are being intelligent and active about the world in which they find themselves. It is a world in which all that is alternative' is sold, where any innovation or subversion is immediately adopted by un-radical, faceless corporations. But, gradually, tentatively, a new generation is beginning to fight consumerism with its own best weapons; and it is the first skirmishes in this war that this abrasively intelligent book documents brilliantly.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e‘The Das Kapital of the growing anti-corporate movement’ Guardian\u003c\/p\u003e           \u003cp\u003e‘A riveting, conscientious piece of journalism and a strident call to arms. Packed with enlightening statistics and extraordinary anecdotal evidence, “No Logo” is fluent, undogmatically alive to its contradictions and omissions and positively seethes with intelligent anger.’ Sam Leith, Observer\u003c\/p\u003e           \u003cp\u003e‘A fascinating ride through the history of marketing…Klein brilliantly humanises “No Logo” with fascinating personal stories, her voice firm but never preachy, her argument detailed but never obscure.’ Alex O’Connell, The Times\u003c\/p\u003e           \u003cp\u003e‘Naomi Klein brilliantly charts the protean nature of consumer capitalism, how it absorbs radical challenges to its dominance and turns them into consumer products.’ Madeleine Bunting, Guardian\u003c\/p\u003e           \u003cp\u003e‘A sharp and very timely book … A couple of chapters in, your mind is already reeling … convincing and necessary, clear and fresh, calm but unsparing’ Guardian\u003c\/p\u003e           \u003cp\u003e‘A manifesto and a call to arms that sometimes reads like an Orwellian nightmare’ Financial Times\u003c\/p\u003e","brand":"HarperCollins Publishers","offers":[{"title":"Default Title","offer_id":48863837815127,"sku":"9780007340774","price":10.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780007340774.jpg?v=1722269254"},{"product_id":"fascinate-revised-and-updated-9780062206480","title":"Fascinate Revised and Updated","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"This is a transformative work, a beautifully written book that will forever change the way you see the world. 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Okay, two lifetimes.\" -- Richard Laermer, author of Forecast 2011 and Full Frontal PR \"This slight but practical work packs a big punch.\" -- Publishers Weekly \"As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book...\" -- Richard Pachter, Miami Herald","brand":"HarperCollins Publishers Inc","offers":[{"title":"Default Title","offer_id":48864069091671,"sku":"9780062206480","price":17.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780062206480.jpg?v=1722270242"},{"product_id":"the-business-of-aspiration-how-social-cultural-and-environmental-capital-changes-brands-9780367554408","title":"The Business of Aspiration How Social Cultural","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cem\u003eThe Business of Aspiration\u003c\/em\u003e is about how consumers' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy.\u003c\/p\u003e\u003cp\u003eIn the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. 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Marketers will learn to shift their brand narrative and competitive strategy, to create and distribute new brand symbols, and to ensure that their brandâs products and services create both monetary and social value.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003e\"What is most inspiring and impressive about Ana’s writing is her ability to uncover such diverse and unique insights from across a wide range of terrain – be it creative, cultural, culinary, digital or fashion. She then succinctly translates these multi-layered insights into fresh perspectives and concrete strategic frameworks that can be applied globally by brands.\"\u003c\/strong\u003e - \u003ci\u003eRori DuBoff, Managing Director, Innovation and Strategy, Accenture Interactive\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"What Ana captures in this book is a sea change of human behavior that is shifting the market. If the last age of brand thinking was about monetizing old symbols of status, the coming age will make moral value highly profitable, and it's all here in these pages.\u003cem\u003e The Business of Aspiration\u003c\/em\u003e is simultaneously a look into the future of business as well as the heart of today's consumer: the kind of intel any strategist or brand owner is always searching for.\" \u003ci\u003e- Jasmine Bina, Founder and CEO of Concept Bureau, and Creator and Host of the Unseen Unknown Podcast\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"If there's anyone who knows what makes the consumer tick, it is Ana Andjelic. This book is a distillation of her wisdom on how brands must move the needle to match the shifting values of aspiration, desire and transparency.\" - \u003ci\u003eMickey ALAM KHAN, Editor-in-Chief, Luxury Daily\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"Ana Andjelic has written a must-read primer for marketers, brand owners, entrepreneurs and everyone else interested in business transformation…read this book - and learn from one of the smartest brains in marketing today.\" -\u003ci\u003e Tony King, Founder and CEO of King \u0026amp; Partners\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"Real stories about real products that create meaningful relationships with consumers still matter. And the consumers' needs are constantly evolving. They always have. but so many brands forget this. Or they think that faking it works too. It doesn’t. This book dives deep into the subject and offers unique insights.\"\u003c\/strong\u003e - \u003cem\u003eSimon Collins, Founder and CEO of WeDesign, Founder of Fashion Culture Design, and former Dean of School of Fashion at the Parsons School of Design\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"Ana Andjelic is able to see through the noise of trends and focus on the bigger story which are the elemental things that connect people, which is what branding is about.\"\u003c\/strong\u003e\u003cem\u003e - Sam Valenti IV, Founder and CEO of Ghostly International\u003c\/em\u003e\u003c\/p\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003e\"What is most inspiring and impressive about Ana’s writing is her ability to uncover such diverse and unique insights from across a wide range of terrain – be it creative, cultural, culinary, digital or fashion. She then succinctly translates these multi-layered insights into fresh perspectives and concrete strategic frameworks that can be applied globally by brands.\"\u003c\/strong\u003e - \u003ci\u003eRori DuBoff, Managing Director, Innovation and Strategy, Accenture Interactive\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"What Ana captures in this book is a sea change of human behavior that is shifting the market. If the last age of brand thinking was about monetizing old symbols of status, the coming age will make moral value highly profitable, and it's all here in these pages. \u003cem\u003eThe Business of Aspiration\u003c\/em\u003e is simultaneously a look into the future of business as well as the heart of today's consumer: the kind of intel any strategist or brand owner is always searching for.\" \u003ci\u003e- Jasmine Bina, Founder and CEO of Concept Bureau, and Creator and Host of the Unseen Unknown Podcast\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"If there's anyone who knows what makes the consumer tick, it is Ana Andjelic. This book is a distillation of her wisdom on how brands must move the needle to match the shifting values of aspiration, desire and transparency.\" - \u003ci\u003eMickey ALAM KHAN, Editor-in-Chief, Luxury Daily\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"Ana Andjelic has written a must-read primer for marketers, brand owners, entrepreneurs and everyone else interested in business transformation…read this book - and learn from one of the smartest brains in marketing today.\" -\u003ci\u003e Tony King, Founder and CEO of King \u0026amp; Partners\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"Real stories about real products that create meaningful relationships with consumers still matter. And the consumers' needs are constantly evolving. They always have. but so many brands forget this. Or they think that faking it works too. It doesn’t. This book dives deep into the subject and offers unique insights.\"\u003c\/strong\u003e - \u003cem\u003eSimon Collins, Founder and CEO of WeDesign, Founder of Fashion Culture Design, and former Dean of School of Fashion at the Parsons School of Design\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"Ana Andjelic is able to see through the noise of trends and focus on the bigger story which are the elemental things that connect people, which is what branding is about.\"\u003c\/strong\u003e\u003cem\u003e - Sam Valenti IV, Founder and CEO of Ghostly International\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"There is no one better equipped to help brands navigate the ever-shifting aspirational economy than Ana. With her signature wit and candor, Ana combines years of experience, keen intuition and an unfailing ability to see two steps ahead of the curve to provide the type of insights that can transform a business and a mindset alike.\"\u003c\/strong\u003e\u003ci\u003e - Steve Dool, Head of Brand Partnerships, Depop\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\"Brands across categories, take note. This book comes at the perfect time, when consumers have heightened awareness of brands’ values and tone deaf moves, and are making the conscious choice to wear brands they’re proud to support. This book acts as the ultimate guide to resetting priorities to be in step with the behavior of modern consumers, who have moved on from flaunting wealth and status to showing they have a conscience. They know that, based on their fashion choices, they could be seen as clueless and shallow or, as Ana says, woke. It’s a difference of wearing a Dolce \u0026amp; Gabbana logo or tagging an outfit of the day with #Gannigirls. Now is the time brands should be cleaning up their processes, checking in on their values and strengthening their community. Depending on the brand, this will serve as a checkpoint for priorities or a necessary wake-up call.\"-\u003cem\u003e Jill Manoff, Editor-in-Chief, Glossy\u003c\/em\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction: The Modern Aspiration Economy 1. To Hack Growth, Brands Have to Hack Culture First 2. Three Models of Social Influence 3. Why Taste Communities are the Future of Marketing 4. Mimicry as Taste: Why Cultural Sameness is a Matter of Social Design 5. The 4Cs: Brand Strategy Meets Aspiration Economy Conclusion: Coronavirus Killed the Modern Aspiration Economy. What Comes Next?\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":48864507265367,"sku":"9780367554408","price":32.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780367554408.jpg?v=1791379197"},{"product_id":"101-things-i-learned-in-advertising-school-9780451496713","title":"101 Things I Learned in Advertising School","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e","brand":"Crown","offers":[{"title":"Default Title","offer_id":48864616350039,"sku":"9780451496713","price":14.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780451496713.jpg?v=1722272738"},{"product_id":"the-adweek-copywriting-handbook-9780470051245","title":"The Adweek Copywriting Handbook","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe Adweek Copywriting Handbook covers every aspect of the copywriting process in simple and easy-to-understand steps for young advertising professionals and old pros alike. Starting at the very beginning of the process, the book shows copywriters how to get prepared to write on a product before moving on to the act of writing itself.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword: The Sugarman Legacy \u003ci\u003eRay Schultz \u003c\/i\u003exv\u003c\/p\u003e \u003cp\u003eAcknowledgments xix\u003c\/p\u003e \u003cp\u003eIntroduction: The Origin of This Book 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection One: Understanding the Process\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 9\u003c\/p\u003e \u003cp\u003e1. General Knowledge 11\u003c\/p\u003e \u003cp\u003e2. Specific Knowledge 15\u003c\/p\u003e \u003cp\u003e3. Practice, Practice, Practice 23\u003c\/p\u003e \u003cp\u003e4. The Purpose of All the Graphic Elements of an Ad 27\u003c\/p\u003e \u003cp\u003e5. The First Sentence 31\u003c\/p\u003e \u003cp\u003e6. Creating the Perfect Buying Environment 35\u003c\/p\u003e \u003cp\u003e7. Resonating with the Reader 39\u003c\/p\u003e \u003cp\u003e8. The Slippery Slide 45\u003c\/p\u003e \u003cp\u003e9. Assumed Constraints 55\u003c\/p\u003e \u003cp\u003e10. Seeds of Curiosity 59\u003c\/p\u003e \u003cp\u003e11. Copy as Emotion 65\u003c\/p\u003e \u003cp\u003e12. Selling the Concept, Not the Product 71\u003c\/p\u003e \u003cp\u003e13. The Incubation Process 77\u003c\/p\u003e \u003cp\u003e14. How Much Copy Should You Write? 81\u003c\/p\u003e \u003cp\u003e15. The Art of Personal Communication 87\u003c\/p\u003e \u003cp\u003e16. The Copy Sequence 93\u003c\/p\u003e \u003cp\u003e17. The Editing Process 101\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Two: Understanding What Works\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 111\u003c\/p\u003e \u003cp\u003e18. Powerful Copy Elements Explained 113\u003c\/p\u003e \u003cp\u003e19. The Psychological Triggers 131\u003c\/p\u003e \u003cp\u003e20. Selling a Cure, Not Prevention 193\u003c\/p\u003e \u003cp\u003e21. 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":"an-autobiography-9780471180029","title":"An Autobiography","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eA unique personality...   \"Ogilvy, the creative force of modern advertising. \" --The New York Times  \"Ogilvy's sharp, iconoclastic personality has illuminated the industry like no other ad man's. \" --Adweek. .   an acclaimed author.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eSweet Master.\u003cbr\u003e \u003cbr\u003e I Become a Chef in Paris.\u003cbr\u003e \u003cbr\u003e New York and Hollywood.\u003cbr\u003e \u003cbr\u003e Secret Service.\u003cbr\u003e \u003cbr\u003e A Very Large Rural Monastery.\u003cbr\u003e \u003cbr\u003e Fame and Fortune.\u003cbr\u003e \u003cbr\u003e The Light at the End of the Tunnel.\u003cbr\u003e \u003cbr\u003e A Forest Full of Surprises.\u003cbr\u003e \u003cbr\u003e List of Clients.\u003cbr\u003e \u003cbr\u003e Index.","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864645284183,"sku":"9780471180029","price":28.49,"currency_code":"GBP","in_stock":false}]},{"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}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471189626.jpg?v=1782124477"},{"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":41.25,"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":16.14,"currency_code":"GBP","in_stock":true}]},{"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":"mad-men-bad-men-what-happened-when-british-politics-met-advertising-9780571312382","title":"Mad Men  Bad Men What Happened When British","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eHow did a bunch of unelected, unaccountable admen end up running British politics?\u003c\/p\u003e\u003cp\u003eSam  Delaney wanted to find out  more about the strange relationship between British politics and  advertising. What happened when a rag-tag band of scruffs and smart-arses invaded Westminster, sprinkling creative fairy dust over earnest politicians? How much did snappy slogans and simplistic soundbites influence election results and even government policies? \u003c\/p\u003e\u003cp\u003eSam decided to talk to the people at  the heart of it: Alistair Campbell, Peter Mandelson, Tim Bell, Maurice  Saatchi, Norman Tebbit, Neil Kinnock - and many  more.  Everything is here  - the moment Margaret Thatcher met the  Saatchi brothers, the famous 'Labour Isn't Working' poster and the  infamous 'Demon Eyes' campaign. Here, too, are the stories they didn't  want you to hear: the man who snorted coke in Number 10, the fist-fights  in Downing Street, the all-day champagne binges in Westminster. \u003c\/p\u003e\u003cp\u003eDark, revealing and frequent\u003c\/p\u003e","brand":"Faber \u0026 Faber","offers":[{"title":"Default Title","offer_id":48865114718551,"sku":"9780571312382","price":11.24,"currency_code":"GBP","in_stock":false}]},{"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":"web-copy-that-sells-the-revolutionary-formula-for-creating-killer-copy-that-grabs-their-attention-and-compels-them-to-buy-9780814432518","title":"Web Copy That Sells The Revolutionary Formula for","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e    \u003cp style=\"margin-top:\"\u003e \u003cfont color=\"black\"\u003e\u003cspan\u003eWith the rise of social networks, “Twitterized” attention spans, and new forms of video content, the techniques that worked in crafting attention-grabbing, clickable, and actionable online copy a few years ago are simply not as effective today. Thoroughly revised, the third edition of \u003ci\u003eWeb Copy That Sells \u003c\/i\u003egives readers proven methods for achieving phenomenal success with their online sales and marketing efforts. They will learn to:\u003c\/span\u003e\u003c\/font\u003e \u003c\/p\u003e \u003cp style=\"line-height:\" class=\"MsoNormal\"\u003e \u003cspan\u003e\u003cfont color=\"black\"\u003e \u003c\/font\u003e\u003c\/span\u003e \u003c\/p\u003e \u003cp style=\"line-height:\" class=\"MsoNormal\"\u003e \u003cspan\u003e\u003cfont color=\"black\"\u003eUse psychological tactics that compel Web surfers to buy \u003c\/font\u003e\u003c\/span\u003e \u003c\/p\u003e \u003cp style=\"line-height:\" class=\"MsoNormal\"\u003e \u003cspan\u003e\u003cfont color=\"black\"\u003e• Create effective, highly-targeted Facebook ads \u003c\/font\u003e\u003c\/span\u003e \u003c\/p\u003e \u003cp style=\"line-height:\" class=\"MsoNormal\"\u003e \u003cspan\u003e\u003cfont color=\"black\"\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e CONTENTS \u003c\/p\u003e \u003cp\u003e Foreword xix \u003c\/p\u003e \u003cp\u003e Acknowledgment xxiii \u003c\/p\u003e \u003cp\u003e Introduction to Third Edition xxv \u003c\/p\u003e \u003cp\u003e 1 GETTING STARTED: THE DYNAMICS OF \u003c\/p\u003e \u003cp\u003e WEB SELLING 1 \u003c\/p\u003e \u003cp\u003e Three Fundamental Rules for Writing Web Copy That Sells 3 \u003c\/p\u003e \u003cp\u003e Rule 1: Don’t Make Your Website Look Like an Ad 3 \u003c\/p\u003e \u003cp\u003e Rule 2: Stop Readers Dead in Their Tracks 7 \u003c\/p\u003e \u003cp\u003e Rule 3: Capture E-Mail Addresses 9 \u003c\/p\u003e \u003cp\u003e The First Look 11 \u003c\/p\u003e \u003cp\u003e Web Copy Dos and Don’ts 14 \u003c\/p\u003e \u003cp\u003e Reading on the Web 18 \u003c\/p\u003e \u003cp\u003e Words Tell, Emotion Sells 19 \u003c\/p\u003e \u003cp\u003e How to Become a Great Web Copywriter in Five Hours or Less 22 \u003c\/p\u003e \u003cp\u003e 2 A SIMPLE BLUEPRINT FOR WRITING KILLER WEB COPY 23 \u003c\/p\u003e \u003cp\u003e Creating the Blueprint: Five Simple Questions You Must Ask 25 \u003c\/p\u003e \u003cp\u003e Question 1: What Is the Problem? 25 \u003c\/p\u003e \u003cp\u003e Question 2: Why Hasn’t the Problem Been Solved? 26 \u003c\/p\u003e \u003cp\u003e Question 3: What Is Possible? 26 \u003c\/p\u003e \u003cp\u003e Question 4: What Is Different Now? 27 \u003c\/p\u003e \u003cp\u003e Question 5: What Should You Do Now? 27 \u003c\/p\u003e \u003cp\u003e The Anatomy of the Blueprint 27 \u003c\/p\u003e \u003cp\u003e Putting the Blueprint to Work: Five Easy Steps to Making Your \u003c\/p\u003e \u003cp\u003e Web Copy Sell 32 \u003c\/p\u003e \u003cp\u003e Step 1: Inject Emotion 33 \u003c\/p\u003e \u003cp\u003e Step 2: Add Bullet Points, Bonuses, Guarantee, and Close 35 \u003c\/p\u003e \u003cp\u003e Step 3: Add Credibility- Building Elements 38 \u003c\/p\u003e \u003cp\u003e Step 4: Add Psychological Devices and Involvement Devices 39 \u003c\/p\u003e \u003cp\u003e Step 5: Replace Rational Words with Emotional Words 40 \u003c\/p\u003e \u003cp\u003e Reinforcing the Framework: A Summary 43 \u003c\/p\u003e \u003cp\u003e 3 CRAFTING YOUR COPY 44 \u003c\/p\u003e \u003cp\u003e Constructing Your Web Copy 44 \u003c\/p\u003e \u003cp\u003e The AIDA Principle 45 \u003c\/p\u003e \u003cp\u003e The Unique Selling Proposition 46 \u003c\/p\u003e \u003cp\u003e Making an Impression: The First Paragraph 48 \u003c\/p\u003e \u003cp\u003e The Offer You Can’t Refuse 48 \u003c\/p\u003e \u003cp\u003e Testimonials: Effortless Selling 50 \u003c\/p\u003e \u003cp\u003e Talking About Money: How to Introduce the Price 54 \u003c\/p\u003e \u003cp\u003e The Minor- Purchase Technique 55 \u003c\/p\u003e \u003cp\u003e The Daily- Cost Technique 55 \u003c\/p\u003e \u003cp\u003e Keep on Selling: Writing the Order Form 56 \u003c\/p\u003e \u003cp\u003e The Money- Back Guarantee: A Deal Maker 57 \u003c\/p\u003e \u003cp\u003e The Close: Signing on the Dotted Line 58 \u003c\/p\u003e \u003cp\u003e The Call to Action 59 \u003c\/p\u003e \u003cp\u003e Get a Calling Card: The Opt- In Mechanism 59 \u003c\/p\u003e \u003cp\u003e How to Construct a Riveting Headline 63 \u003c\/p\u003e \u003cp\u003e What’s in a Headline? 64 \u003c\/p\u003e \u003cp\u003e The Building Blocks of Winning Web Headlines 66 \u003c\/p\u003e \u003cp\u003e Choosing Your Words: Tips, Terms, and Concepts 70 \u003c\/p\u003e \u003cp\u003e Words to Avoid in Your Web Copy 71 \u003c\/p\u003e \u003cp\u003e Words to Use in Your Web Copy 72 \u003c\/p\u003e \u003cp\u003e Dos and Don’ts of Web Copywriting 75 \u003c\/p\u003e \u003cp\u003e The Long and Short of It: How Long Should Web Copy Be? 81 \u003c\/p\u003e \u003cp\u003e How Well Does Your Website Sell? 83 \u003c\/p\u003e \u003cp\u003e Formula for Mathematically Measuring the Selling Quotient of \u003c\/p\u003e \u003cp\u003e Web Copy 83 \u003c\/p\u003e \u003cp\u003e 4 E-MAIL MARKETING: THE INTERNET’S KILLER APPLICATION 88 \u003c\/p\u003e \u003cp\u003e Traffic Conversion: Turning Visitors into Customers 88 \u003c\/p\u003e \u003cp\u003e Wagging the Website 89 \u003c\/p\u003e \u003cp\u003e Why Your E-Mail May Be More Important Than Your Website 90 \u003c\/p\u003e \u003cp\u003e The Frame- of- Mind Marketing Method for Writing E- Mails 93 \u003c\/p\u003e \u003cp\u003e Breaking the Sales Barrier 95 \u003c\/p\u003e \u003cp\u003e The Future of E-Mail Marketing 96 \u003c\/p\u003e \u003cp\u003e How to Make Sure Your E-Mail Is Delivered 97 \u003c\/p\u003e \u003cp\u003e How to Avoid Spam Blockers 98 \u003c\/p\u003e \u003cp\u003e Does Your E-Mail Test Positive as Spam? 102 \u003c\/p\u003e \u003cp\u003e How to Write E-Mail That’s Read 102 \u003c\/p\u003e \u003cp\u003e Seven Elements of E-Mails That Sell 103 \u003c\/p\u003e \u003cp\u003e Put the Competitive Edge into Your E-Mail Marketing 113 \u003c\/p\u003e \u003cp\u003e Adapt as Your Audience’s Frame of Mind Changes 114 \u003c\/p\u003e \u003cp\u003e Using E-Mail to Get Attention 115 \u003c\/p\u003e \u003cp\u003e What Really Works on the Internet Sometimes Doesn’t 118 \u003c\/p\u003e \u003cp\u003e SIG File: Your Online Business Card 119 \u003c\/p\u003e \u003cp\u003e How Your E-Mail Reputation Affects E- Mail Deliverability 120 \u003c\/p\u003e \u003cp\u003e 5 USING PSYCHOLOGY TO MOTIVATE PROSPECTS \u003c\/p\u003e \u003cp\u003e TO BECOME PURCHASERS 125 \u003c\/p\u003e \u003cp\u003e The “Reason Why” 126 \u003c\/p\u003e \u003cp\u003e The Zeigarnik Effect 126 \u003c\/p\u003e \u003cp\u003e The Cliffhanger 128 \u003c\/p\u003e \u003cp\u003e Hypnotically Persuasive Language 129 \u003c\/p\u003e \u003cp\u003e Embedded Commands 129 \u003c\/p\u003e \u003cp\u003e Presuppositions 130 \u003c\/p\u003e \u003cp\u003e Linguistic Binds 132 \u003c\/p\u003e \u003cp\u003e Reframing 134 \u003c\/p\u003e \u003cp\u003e The Appearance of Consistency 136 \u003c\/p\u003e \u003cp\u003e Contradictory Thinking 137 \u003c\/p\u003e \u003cp\u003e The Cyrano Effect 139 \u003c\/p\u003e \u003cp\u003e 6 THE ART OF CHANGING YOUR PROSPECTS’ MINDS 149 \u003c\/p\u003e \u003cp\u003e What Role Does Emotion Play in Mind Changing 154 \u003c\/p\u003e \u003cp\u003e The Three Principal Triggers of Mind Change 155 \u003c\/p\u003e \u003cp\u003e Emotional Resonance 156 \u003c\/p\u003e \u003cp\u003e Redefi nition 156 \u003c\/p\u003e \u003cp\u003e Resistance 157 \u003c\/p\u003e \u003cp\u003e The Trifecta Neuro- Affective Principle in Short Copy 165 \u003c\/p\u003e \u003cp\u003e 7 INCREASING SALES THROUGH THE USE OF \u003c\/p\u003e \u003cp\u003e INVOLVEMENT DEVICES 171 \u003c\/p\u003e \u003cp\u003e Involvement Devices and the Recovery Principle 179 \u003c\/p\u003e \u003cp\u003e 8 ONLINE MARKETING COMMUNICATIONS: IT’S WHAT YOU \u003c\/p\u003e \u003cp\u003e DO AFTER PEOPLE VISIT YOUR WEBSITE THAT COUNTS 184 \u003c\/p\u003e \u003cp\u003e The Opt- In Offer: Your Most Important Asset 185 \u003c\/p\u003e \u003cp\u003e Five Keys to an Opt- In Offer That’s Impossible to Refuse 187 \u003c\/p\u003e \u003cp\u003e Presenting the Offer 189 \u003c\/p\u003e \u003cp\u003e How to Write Irresistible Autoresponder E-Mails 189 \u003c\/p\u003e \u003cp\u003e Quick Primer on Autoresponders 189 \u003c\/p\u003e \u003cp\u003e Crafting Autoresponder E- Mails to Your Opt- In Prospects 190 \u003c\/p\u003e \u003cp\u003e Crafting Autoresponder E-Mails to Customers 191 \u003c\/p\u003e \u003cp\u003e How to Format Your E-Mails for Optimum Readability 192 \u003c\/p\u003e \u003cp\u003e How to Write Free Reports and Promotional Articles 192 \u003c\/p\u003e \u003cp\u003e Tips for Creating Search- Engine- Optimized Articles \u003c\/p\u003e \u003cp\u003e That Magnetize Hot Leads and Customers 194 \u003c\/p\u003e \u003cp\u003e Guidelines for Writing Newsletters and E- Zines 197 \u003c\/p\u003e \u003cp\u003e Tips for Creating “Monetizable” Content 199 \u003c\/p\u003e \u003cp\u003e The Anatomy of a Successful E- Newsletter 202 \u003c\/p\u003e \u003cp\u003e Guidelines for Writing Online Ads, Signature Files, and Banner Copy 206 \u003c\/p\u003e \u003cp\u003e Three Tips for Writing Online Ads 207 \u003c\/p\u003e \u003cp\u003e Writing Copy for Interactive Advertising Banners 209 \u003c\/p\u003e \u003cp\u003e 9 WEB COPYWRITING IN THE AGE OF WEB 3.0 \u003c\/p\u003e \u003cp\u003e AND BEYOND 211 \u003c\/p\u003e \u003cp\u003e Blogs 212 \u003c\/p\u003e \u003cp\u003e Social Bookmarking Sites 212 \u003c\/p\u003e \u003cp\u003e Social Networking Sites 213 \u003c\/p\u003e \u003cp\u003e How to Craft Highly Targeted Facebook Ads That Deliver \u003c\/p\u003e \u003cp\u003e Leads, Sales, and Profi ts 213 \u003c\/p\u003e \u003cp\u003e Authority Sites 216 \u003c\/p\u003e \u003cp\u003e Marketing via Online Videos 218 \u003c\/p\u003e \u003cp\u003e How to Create an Online Video That Drives Massive \u003c\/p\u003e \u003cp\u003e Traffi c to Your Website 221 \u003c\/p\u003e \u003cp\u003e How to Create High- Converting Video Sales Letters 224 \u003c\/p\u003e \u003cp\u003e How to Optimize Your Video for Search Engine Purposes 228 \u003c\/p\u003e \u003cp\u003e Uploading Your Video 230 \u003c\/p\u003e \u003cp\u003e Resources for Creating Your Video 232 \u003c\/p\u003e \u003cp\u003e How to Write Copy for Mobile Devices and the “Portable Web” 233 \u003c\/p\u003e \u003cp\u003e Optimizing Your Website for Mobile: What It Means 234 \u003c\/p\u003e \u003cp\u003e Guidelines on Optimizing Website Copy for Mobile 237 \u003c\/p\u003e \u003cp\u003e How to Write Copy for Infographics to Generate Free Website Traffi c 242 \u003c\/p\u003e \u003cp\u003e The Role of Copy in Creating Infographics 243 \u003c\/p\u003e \u003cp\u003e Case Study: UndergroundHealthReporter.com Portal Website 244 \u003c\/p\u003e \u003cp\u003e Additional Tips for Using Infographics for Online Marketing 250 \u003c\/p\u003e \u003cp\u003e The Benefi ts of Using Infographics in Your Content \u003c\/p\u003e \u003cp\u003e Marketing Strategy 251 \u003c\/p\u003e \u003cp\u003e 10 LAST BUT NOT LEAST: TYING IT ALL TOGETHER 253 \u003c\/p\u003e \u003cp\u003e Track It, Fix It: What to Do When Web Copy Is Not Working 254 \u003c\/p\u003e \u003cp\u003e Four Steps to Web Copywriting Success 257 \u003c\/p\u003e \u003cp\u003e Track Your Results 258 \u003c\/p\u003e \u003cp\u003e Two Degrees of Separation 260 \u003c\/p\u003e \u003cp\u003e 11 THE LUCRATIVE BUSINESS OF WEB COPYWRITING 263 \u003c\/p\u003e \u003cp\u003e How to Find Web Copywriting Clients 264 \u003c\/p\u003e \u003cp\u003e How to Contact Prospective Clients 267 \u003c\/p\u003e \u003cp\u003e What to Charge— And How to Ensure That Your Clients Pay You 269 \u003c\/p\u003e \u003cp\u003e Intellectual Property Licensing 270 \u003c\/p\u003e \u003cp\u003e Directory of Resources 272 \u003c\/p\u003e \u003cp\u003e Books and Courses 272 \u003c\/p\u003e \u003cp\u003e Resources for Creating Online Marketing Videos 273 \u003c\/p\u003e \u003cp\u003e Resources for Creating Infographics 273 \u003c\/p\u003e \u003cp\u003e Index 275 \u003c\/p\u003e\u003c\/font\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"HarperCollins Focus","offers":[{"title":"Default Title","offer_id":48865989230935,"sku":"9780814432518","price":16.14,"currency_code":"GBP","in_stock":true}]},{"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":999.99,"currency_code":"GBP","in_stock":false}],"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":"another-science-fiction-advertising-the-space-race-1957a1962-9780922233359","title":"Another Science Fiction Advertising the Space","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cdiv\u003eThe late 1950s and early ''60s were the golden age of science fiction, an era when the farthest reaches of imagination were fed by the technological breakthroughs of the postwar years. While science fiction writers expressed the dreams and nightmares of the era in pulp print, real-life rocket engineers worked on making space travel reality. The imaginations of many Cold War scientists were fed by science fiction literature, and companies often promoted their future capabilities with fantastical, colorful visions aimed at luring young engineers into their booming workforce. In between the dry articles of trade journals, a new visual vernacular sprang up. Aerospace industry ads pitched the idea that we lived in a moment where anything was possible — gravity was history, and soon so would be the confines of our solar system. \u003ci\u003eAnother Science Fiction\u003c\/i\u003e presents nearly 200 entertaining, intriguing, inspiring, and mind-boggling pieces of space-age eye candy.\u003c\/div\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"A brilliant tour through the iconography and literature of America's grandest corporate dreamtime, the Space Age.\" -William Gibson, author of Neuromancer and Pattern Recognition \"I wish I had this book when I started Mad Men. This is exactly what I look for, a concise visual-historical reference of mid-century advertising. Megan Prelinger has uniquely and beautifully taken us on a trip back to space.\" -Gay Perello, Prop Master for Mad Men \"Stupendous.\" -Jonathan Lethem, author of Motherless Brooklyn and The Fortress of Solitude \"To the author of this remarkable work must go well-deserved laurels for rescuing rocket\/space ad artwork from virtual obscurity. Megan Prelinger's book is a treasure that should find a worldwide readership of space historians, lovers of space art, and all who seek to understand the evolution of humanity's transition to a space-faring species.\" -Fred Ordway, former member of the Wernher von Braun rocket team and consultant to Stanley Kubrick for 2001: A Space Odyssey","brand":"Blast Books,U.S.","offers":[{"title":"Default Title","offer_id":48866186821975,"sku":"9780922233359","price":20.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780922233359.jpg?v=1791468696"},{"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":"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"}],"url":"https:\/\/bookcurl.com\/collections\/advertising.oembed?page=21","provider":"Book Curl","version":"1.0","type":"link"}