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

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Fierce competitiveness between established and emerging major cities, such as Berlin, London, Shanghai and Sydney, has led to a pressure to excel as desirable locations for business, cultural activities, highly skilled migrants and tourists. At the same time, the…

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This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical…

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So you want to make sales on the internet. You have purchased everything the "gurus" send to you in email and you are getting nowhere. Here at last is a long hard look at what it takes to be successful on the internet. It is all about salesmanship and…

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They advertised soft drinks on fruit and underwear on sidewalks. They employed Ed Koch to bring Snapple to the American heartland. They even used Imelda Marcos to sell Kenneth Cole shoes. Advertising innovators Jon Bond and Richard Kirshenbaum have come up with…

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First published in 1991. Routledge is an imprint of Taylor & Francis, an informa company.

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This detailed, systems theory approach to successful public relations management is the first to apply management by objectives to public relations practice. Citing actual managerial practices of more than 150 public relations organizations, the text focuses on…

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This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation:…

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A groundbreaking guide to making one of marketing's most important resources more effective When kids in a Nabisco focus group told researchers that they always separated their Oreos before they ate them, the researchers recommended that the company develop a…

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A clash between the ideology of growth and the growth of ideas, between control and creativity, between measurement and the immeasurable, between predictability and the fickle muses of inspiration in engulfing our boardrooms.   In this scathing swipe at the…

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Few of us realize how many of our modern comforts we owe to advertising. This fascinating volume provides a history of early American advertising, in a pre-regulation age when all manner of schemes thrived in an advertising free-for-all. As well as examining…