CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter
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photocopied, recorded or otherwise, without prior written consent from the publisher. Notice of Disclaimer: The information contained in this book is based on the author’s experience and opinions. The author and publisher will not be held liable for the use or misuse of the information in this book. Table of Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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ATRIA BOOKS New York London Toronto Sydney ATRIA BOOKS 1230 Avenue of the Americas New York, NY 10020 20827 N.W. Cornell Road, Suite 500 Hillsboro, Oregon 97124-9808 503-531-8700 tel 503-531-8773 fax www.beyondvvord.com Copyright © 2006 by TS Production Limited Liability Company THE SECRET and The Secret logo are trademarks or registered trademarks owned by or licensed to TS Production Limited Liability Company www.thesecret.tv All rights reserved. No part of this book may be
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attribute the work in the manner specified by the author, namely by citing his name, the book title, and the relevant page numbers (but not in any way that suggests that the book Logical Reasoning or its author endorse you or your use of the work). (2) Noncommercial You may not use this work for commercial purposes (for example, by inserting passages into a book that is sold to students). (3) No Derivative Works You may not alter, transform, or build upon this work. An earlier version of the book was
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THE POWER OF HABIT Duhi_9781400069286_2p_all_r1.j.indd i 10/17/11 12:01 PM Duhi_9781400069286_2p_all_r1.j.indd ii 10/17/11 12:01 PM HABIT W h y We D o W h a t We D o and How to Change It THE POWER OF CHARLES DUHIGG Random House e N e w Yo r k Duhi_9781400069286_2p_all_r1.j.indd iii 10/17/11 12:01 PM This is a work of nonfiction. Nonetheless, some names and personal characteristics of individuals or events have been changed in order to disguise identities
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MORE ADVANCE NOISE FOR QUIET “An intriguing and potentially lifealtering examination of the human psyche that is sure to benefit both introverts and extroverts alike.” —Kirkus Reviews (starred review) “Gentle is powerful … Solitude is socially productive … These important counterintuitive ideas are among the many reasons to take Quiet to a quiet corner and absorb its brilliant, thought-provoking message.” —ROSABETH MOSS KANTER, professor at Harvard Business School, author of Confidence and SuperCorp
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1-617-542-5942 Fax: 1-617-542-2652 Email: gnu@gnu.org Web: www.gnu.org GNU Press is an imprint of the FSF. Email: press@gnu.org Web: www.gnupress.org Please contact the GNU Press for information regarding bulk purchases for classroom or user group use, reselling, or any other questions or comments. Original artwork by Etienne Suvasa. Cover design by Jonathan Richard. Permission is granted to make and distribute verbatim copies of this book provided the copyright notice and this permission notice
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What Every Body is Saying An Ex-FBI Agent’s Guide to Speed-Reading People Joe Navarro FBI Special Agent (Ret.) with Marvin Karlins, Ph.D. To my grandmother, Adelina, whose withered hands lovingly molded a child into a man. —JOE NAVARRO To my wife, Edyth, who has blessed me with her love and taught me what it means to be a caring human being. —MARVIN KARLINS Contents Foreword: I See What Y ou’re Thinking Acknowledgments One Two Three Four Five Six Seven Eight Nine
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A Former Harvard Business School Admissions Board Member Reveals the Insider Keys to Getting In • Prepare your resume and professional record • Discover the differences between business schools • Top essay and interview strategies • Behind the scenes of the admissions process • Qualitative factors that can make you stand out • Application insights from insiders Chioma isiadinso, M.ed. former Admissions Board Member of Harvard Business School The Best Business Schools’ Admissions Secrets
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Linda: Less is More 16. Causes Trump Statistics 17. Regression to the Mean 18. Taming Intuitive Predictions Part III. Overconfidence 19. The Illusion of Understanding 20. The Illusion of Validity 21. Intuitions Vs. Formulas 22. Expert Intuition: When Can We Trust It? 23. The Outside View 24. The Engine of Capitalism Part IV. Choices 25. Bernoulli’s Errors 26. Prospect Theory 27. The Endowment Effect 28. Bad Events 29. The Fourfold Pattern 30. Rare Events 31. Risk Policies 32. Keeping Score 33. Reversals
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