Business Marketing And Advertising

Cases in Direct Marketing (NTC Business Books)

2012-02-17T14:45:00.001-08:00

"Cases in Direct Marketing" is a treasure house of actual company experiences. This wide-ranging collection of 23 cases will expand your understanding of direct marketing's capacity to revolutionize every phase of business, from product development to making sales. Every case takes you beyond the basics and tests your problem-solving skills.

Amazon Sales Rank: #4106276 in Books Published on: 1996-01 Original language: English Binding: Paperback 157 pages

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Comparing And Contrasting Marketing Assumptions And Advertising Strategies in Japan And the United States: Case Studies

2012-02-16T14:00:00.001-08:00

This study explores the practice and dynamics of advertising in the second largest democratic economy in the world - Japan. The work examines advertising practices through seven case studies, dramatically framed by individual vignettes written in the style of the Japanese business novel. The case problems and chosen solutions illustrate successful Japanese adaptations of advertising from around the world in addition to advertising practices that are culturally unique to Japan.

Amazon Sales Rank: #7162167 in Books Published on: 2006-02-16 Format: Illustrated Original language: English Binding: Hardcover 142 pages

Review "Dr. Helgert has taken on an imposing task to examine and explain major marketing paradigms that took place in the Japanese business market between 1987 and 1997. Even greater in accomplishment, the author coupled his long established personal knowledge of Japan's culture, politics, language, religion, economic structure and institutionalized marketing practices with significant new research..." - Professor Merten A. Tilley, University of Phoenix" About the Author Dr. Helgert is Associate Professor of Communications at Grand Valley State University in Allendale, Michigan.

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The Unofficial Guide to Marketing Your Business Online

2012-02-15T13:45:00.001-08:00

In this companion to his Wall Street Journal bestseller The Unofficial Guide to Starting a Business Online, Jason Rich offers both traditional and online business owners an array of powerful online advertising and marketing techniques--along with suggestions for using the Internet to enhance public relations. The book includes interviews with other online marketing and advertising experts and shows you how to:Use the Web as a powerful advertising and marketing toolPromote a traditional business onlineWrite effective online newsletters and press releasesAvoid the common mistakes of online advertisingUse traditional advertising and marketing techniques to get people onlineCreate a realistic budget for online-based promotions

Amazon Sales Rank: #3632771 in Books Published on: 2000-12-01 Original language: English Number of items: 1 Binding: Paperback 278 pages

Review If you're looking for the inside scoop on doing business in the ever-changing World Wide Web, you should read this book. -- Kathy Juhl, Director of Catalog Sales and Marketing, American Nurseryman Publishing Co.This is the book to buy if you want sound advice on how to promote your business online. -- Jim McCann, CEO, 1-800-FLOWERS.COM From the Back Cover The inside scoop...for when you want more than the official line!"This is the book to buy if you want sound advice on how to promote your business online." ?Jim McCann, CEO, 1-800-FLOWERS.COM"This is a great resource for small business owners?or anyone considering their first-time leap into Cyberspace. If you're looking for the inside scoop on doing business in the ever-changing World Wide Web, you should read this book." ?Kathy Juhl, Director of Catalog Sales and Marketing, American Nurseryman Publishing Co.The top 5 ways The Unofficial Guide to Marketing Your Business Online can help you reach your customers in cyberspace!Expert tips on using the Web as an effective marketing tool.Proven techniques for writing dynamic press releases that get you free publicity for your business.Insider strategies for avoiding the common mistakes people make when buying online advertising.Traditional marketing techniques to get people online and to your Web site.Guidance in creating a realistic budget for online-based marketing, advertising, and publicity. About the Author About the Author Jason R. Rich (jr7777@aol.com; www.jasonrich.com), 33, is a freelance writer, author, and newspaper and magazine columnist. Jason has written a number of books on business-related issues, including The Unofficial Guide to Starting a Business Online (IDG Books, 2000) and The Unofficial Guide to Earning What You Deserve (IDG Books, 1999); Job Hunting for the Utterly Confused (McGraw-Hill, 1998); Great Resumes (Learning Express, 2000); and First Job, Great Job: America's Hottest Business Leaders Share Their Secrets (Macmillan, 1996/iUniverse, 2000). For the Sunday Boston Herald newspaper, Jason writes a weekly column covering all aspects of the job search process. He also contributes career-related feature articles to National Business Employment Weekly, the Wall Street Journal's Managing Your Career, and other national publications. Jason is the president of Teen Talk Communications and Teen Talk Management, Inc., and is one of the country's leading experts on video games, computer games, and interactive entertainment, having authored or contributed to over two dozen best-selling computer and video game strategy guides. His articles have also appeared in Disney Adventures, the Chicago Tribune, ESPN Magazine, GameWeek, Beckett's Pokémon Collector, and Parents' Choice. In 1988, Jason created the Celebrity Teen Talk nationally syndicated newspaper column. Jason was also a contributing producer and feature host of the weekly, Peabody Award—winning "Kid Company" radio show (WBZ-AM 1030), and the associate producer of the four-time Emmy Award—winning "Kids Talk Sports" television show. Aside from his writing, Jason currently manages the pop "boy band" known as B-Factor.

Most helpful customer reviews 2 of 2 people found the following review helpful. Excellent Book By Heidi Kaucher The Unofficial Guide to Market Your Business Online is a great book to help get your started business online. With all the internet changes and computer updates, marketing online can be difficult, but with the help of this book you still be able to know the internet inside and out. This book talks about how to use banner advertising, press releases and media kits online. It also gives you helpful hints to have an edge over competition, such as having a message board, email lists and a visitors poll. Not only does this book list helpful hints, but it also lists common mistakes that have happened to others in the past. This book can be very helpful for anyone who is not familiar with the ins and outs of the internet. See all 1 customer reviews...

Dictionary of Marketing Terms (Barron's Business Guides)

2012-02-14T13:30:00.001-08:00

More than 4,000 marketing-related terms and definitions cover a wide array of topics. Among them are print production, radio, TV, and outdoor advertising, internet marketing, direct marketing, market research and testing, pricing, marketing legislation, and much more. Here's a fact-filled reference guide for small business owners, internet marketers, advertising artists and copywriters, media analysts, business students, sales and marketing managers, and others seeking to understand marketing concepts and applications.

Amazon Sales Rank: #265597 in Books Published on: 2008-07-01 Original language: English Number of items: 1 Dimensions: 1.14" h x 4.21" w x 7.03" l, .93 pounds Binding: Vinyl Bound 608 pages

Most helpful customer reviews 1 of 1 people found the following review helpful. great product By Ellen Novar As a marketing professor I'm going to require majors/minors to buy and keep it. It has an abundance of advertising and marketing terminology and it's a very compact book. 1 of 2 people found the following review helpful. Concise Reference for Managers and Marketers By Tony DaGiau This is a handy desk reference for marketing folks and the people who work with them. And a great value. Definitions are concise and well-written (but the trade-off is they are sometimes incomplete). Good coverage of trade terms (but marketing academics and researchers might want to look elsewhere). 0 of 1 people found the following review helpful. Really Useful Tool Book By Paris Huang It is a very useful tool book, for a marketing professional, a business student, or anyone who is interesting in marketing. Almost every term can be found in this book, and has a clear, simple and sufficient explaination. See all 3 customer reviews...

In Defense of Advertising: Arguments from Reason, Ethical Egoism, and Laissez-Faire Capitalism

2012-02-13T13:15:00.001-08:00

"In Defense of Advertising is a theoretical defense based on the philosophy of Ayn Rand and the economics of Ludwig von Mises. It argues that the proper foundations of advertising are reason, ethical egoism, and laissez-faire capitalism. Its theme is that the social and economic criticisms of advertising are false because they are based on a false philosophic and economic world view. Only an alternative world view can refute the charges and put forth a positive moral evaluation of advertising¿s role in human life. The author defends advertising because it appeals to the rational self-interest of consumers for the rationally selfish, profit-making gain of the capitalists."

Amazon Sales Rank: #1408120 in Books Published on: 2007-01-02 Original language: English Number of items: 1 Dimensions: .67 pounds Binding: Paperback 204 pages

Review ". . . In Defense of Advertising is a very enjoyable and intellectually stimulating read. Not only does the book provide a number of powerful practical arguments, truly indispensable for anyone trying to take a hard-hitting stand against the opponents of marketing, but it also puts the somewhat neglected discussion of advertising in the very forefront of the battle for a free market economy. . . . [The book] has passed the [test of time] quite successfully." -- Journal of Ayn Rand Studies, Spring 2008". . . a highly sophisticated theoretical thesis . . . [that] stimulates the reader to reflect on many social, economic, and moral issues." -- Sourthern Business and Economic Journal, October 1995". . . an important advancement in the theory of advertising and its relationship to society." -- Journal of Consumer Affairs, summer 1995"A unique, well-crafted, and timely book defending the existence of advertising to its many and varied critics." -- Journal of the Academy of Marketing Science, spring 1995"I was surprised at how much enlightening content Kirkpatrick was able to pack into a short book . . . In Defense of Advertising gives us, perhaps for the first time, a proper moral not merely `practical' justification for advertising, just as Ayn Rand did for capitalism and egoism . . . This is a book well worth reading--one that fully lives up to its advertised claims." -- The New Individualist, June 2007"Scholarly . . . easy to read . . . rich with information and supported by numerous references." -- ForeWord Magazine, May-June 2007

Most helpful customer reviews 8 of 8 people found the following review helpful. A Comprehensive and Fundamental Defense of Advertising By George Reisman This book constitutes a thoroughgoing philosophic analysis and defense of virtually all aspects of advertising. It traces the criticisms made of advertising to false philosophic and economic doctrines, such as determinism and the theory of pure and perfect competition. It defends advertising against such accusations as that it is coercive and monopolistic, creates artificial needs, and erects barriers to entry. The intellectual foundations of these and practically all other accusations against advertising are laid bare and Prof. Kirkpatrick carefully develops the foundations and substance of the replies to them. In the process, he sets forth the very important positive role of advertising and demonstrates its actual benevolence. This is an essential book for anyone seriously interested in understanding and defending the role of advertising in a free market. It should be of exceptional interest to Objectivists, inasmuch as it is largely inspired by the ideas of Ayn Rand. 1 of 1 people found the following review helpful. Should Be Required Reading For Advertising Professionals By Reading It All Mr Kirkpatrick states the case for the role of advertising in a logical, reasonable and intellegent manner. This book should be required reading in every advertising classroom in the country. When I picked up this book I never expected to discover a professional that so passionately defends the importance of the postive role of advertising in a free-market system. Well written and an easy read. 0 of 0 people found the following review helpful. A Case For The Virtue of Advertising By Barry Linetsky In this book, business professor Jerry Kirkpatrick argues that advertising is an effective and necessary method of salesmanship, and that the principles of salesmanship should define the standards and principles of effective advertising. For this reason, advertising is a valid and beneficial tool of entrepreneurs that must be informative and persuasive to be effective. Advertising communications is an important mechanism through which consumers gain information about ways to satisfy and achieve the values they seek, and therefore serves a positive and beneficial role in society. Kirkpatrick's arguments are not directed towards those who dislike any particular ad for its low-brow qualities, but rather aimed high to refute those who stand against advertising per se, on principle. The book addresses important key questions such as: - What is the nature of advertising? - Is persuasive advertising wasteful or harmful? - Does advertising benefit consumer interests or is it anti-consumer? - Should some people determine which products are beneficial to advertise and which are not? - Does advertising create unnecessary market instability and unwarranted competitive pressures, or are these attributes inherent benefits of market competition? - Does advertising unnecessarily increase prices thereby `exploiting' workers and consumers, or does it ultimately lower prices by increasing sales and reducing per unit costs, thereby benefiting workers and consumers? The arguments presented by Kirkpatrick form a basic and fundamental philosophic and economic defense of advertising aimed at refuting those who argue that advertising per se is wasteful, coercive, and generally pernicious. This book is not directed towards practitioners who seek advice on how to improve their advertising. It doesn't provide advice on how to create more effective marketing communications beyond defining the purpose of advertising. It is unfortunate that it may be difficult for many practitioners of advertising and marketing to understand Kirkpatrick's devastating critique of the various arguments put forth by advertising's enemies. That's because the refutation of such criticisms requires the application of higher level philosophic and

The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns

2012-02-12T13:00:00.001-08:00

Focusing on a concept that is rapidly integrating into the daily lives of consumerslocally, nationally, and globallythis handbook presents a detailed examination of mobile marketing. Based on 20 years of experience in the field, this reference proves that this cost-effective strategy can be used successfully by businesses of any size. Beginning with a simple test to determine a firm’s readiness to go mobile, this guide also includes preliminary questions, an accessible program for creating a dynamic campaign, advice on how to avoid making common mistakes, and the most current online resources for mobile marketers. With easy-to-follow tips on building stronger consumer relationships and strategies such as text messaging and social networking, this resource will help any company put their message in the palms of customers’ hands.

Amazon Sales Rank: #632758 in Books Published on: 2009-01-19 Original language: English Number of items: 1 Dimensions: .1 pounds Binding: Paperback 218 pages

Review This book is desperately needed. --Tomi Ahonen About the Author Kim Dushinski is a mobile marketing consultant and the owner of Mobile Marketing Profits. She leads hands-on workshops, speaks at conferences, and is active in internet marketing both for her company and on behalf of her clients. She lives in Lakewood, Colorado.

Most helpful customer reviews 8 of 8 people found the following review helpful. Great Introduction to Mobile Marketing By Frank Salvatore If you're looking to learn about mobile marketing - I highly recommend buying this book, it provides a great introduction to mobile marketing. And where Kim can't get in depth on certain topics, she provides resources that you can utilize to get more information. She provides great information on how to determine if your target demographic aligns well with the mobile crowd and whether or not it is worth pursuing. She provides great demographic hints related to both culture and age that I wasn't aware of. Also, she effectively presents all the different players that need to come into play for a successful mobile marketing campaign - like short code providers, aggregators, text message companies and more. You can't just start a mobile campaign without having your ducks in a row, and Kim tells you what you need to consider before starting. Although I have created mobile websites in the past, I hadn't considered all of these factors when it came to effectively marketing a mobile website. The only reason I'm giving this boof 4 stars instead of 5 is because I thought it was a bit light on content in some areas - especially related to mobile search. Since this is the area that most interests me I would have liked more insight about pay-per-call, click-to-call, and examples of campaigns that actually had success. I would have liked to have seen screenshots of AdWords for setting up a mobile campaign and how ads look on a mobile browser. I would have liked to have seen the Google mobile search interface - and I am curious why Google mobile search defaults to web results instead of mobile (at least for me). But I do realize that I'm being a bit nitpicky and that in order to do all of this for each content area would have resulted in a 2000 page book. Overall, if you're interested in mobile marketing, I highly recommend this book. While it can't get into the depth I would like in certain areas, it provides a fantastic jumping off point as well as links to plenty of resources to get the answers that you need. 8 of 9 people found the following review helpful. Lack of extended examples By K. Burgin This book left me wanting a lot more. A volume like this would shine if there were detailed and extended examples of campaigns that worked well, and not so well. Why did some succeed and others fail - that's what we learn from. There are some short case studies, but nothing goes into detailed and extended metrics or enough ROI information. 4 of 4 people found the following review helpful. Good Book for a Mobile Marketing Beginner By Veronica Robbins This is the first book I have read on mobile marketing, and I read it AFTER I started my business' first mobile marketing campaign. It was very useful in helping me understand the "lay of the land" in the mobile marketing world, explaining the different types of mobile marketing, legal issues, and integrating mobile campaigns with social networking. The online resource guide was very helpful, and even though I bought the book with text messaging marketing in mind, I ended up with a bunch of other ideas that I have since put into practice. My only disappointment was that I wanted even more detail on some topics, but I'm sure that's because I'm just at the beginning of my journey in this area. I recommend this book to anyone who is even thinking about mobile marketing. See all 12 customer reviews...

Outdoor Advertising The Modern Marketing Force

2012-02-11T12:45:00.001-08:00

Many of the earliest books, particularly those dating back to the 1900s and before, are now extremely scarce and increasingly expensive. We are republishing these classic works in affordable, high quality, modern editions, using the original text and artwork.

Amazon Sales Rank: #3361550 in Books Published on: 2008-10-06 Original language: English Number of items: 1 Dimensions: .1 pounds Binding: Paperback 240 pages

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Managing Business Interfaces: Marketing and Engineering Issues in the Supply Chain and Internet Domains (International Series in Quantitative Marketing)

2012-02-10T12:30:00.001-08:00

Amiya Chakravarty is a big name in production manufacturing and Josh Eliashberg is a huge name in marketing. This is one of the first books that examines the interface of Marketing and Production, with the chapters written by well-known people in the field. Hardcover version published in December 2003.

Amazon Sales Rank: #2090864 in Books Published on: 2005-03-29 Original language: English Number of items: 1 Dimensions: 1.25 pounds Binding: Paperback 352 pages

From the Back Cover Within companies and organizations there is an increased emphasis on making different functional areas work together seamlessly. These developments have led to an increased emphasis on research and practice in business that integrate the functional areas within and between business entities. The research community has recognized the importance of addressing these different, and often conflicting, business perspectives. This has led to research streams that address issues characterizing the domain of business interfaces. These include the benefits of coordination, new product development, product portfolio management, supply chain coordination, and partnerships and collaboration in the Internet space. MANAGING BUSINESS INTERFACES: Marketing, Engineering, and Manufacturing Perspectives provides state-of-the-art summary as well as new thoughts, in managing business interfaces. Through eleven invited chapters it brings together the latest developments in leading edge research related to new product development, supply chain management, e-business operations, and field studies. The book is organized into four parts: —New Products and Existing Product Portfolio Management: Chapter Authors: Richard M. Franza & Cheryl Gaimon; and Juin-Kuan Chong, Teck-Hua Ho and Christopher S. Tang —Supply Chain Coordination: Chapter Authors: Candace A. Yano & Stephen M. Gilbert; Ganesh Iyer and V. Padmanabhan; and S. Chan Choi, Lei Lei, and Qiang Wang —Interfaces in the Internet Space: Chapter Authors: Richard Steinberg; T.C.A. Bashyam & Uday S. Karmarkar; and Amiya K. Chakravarty —Field Studies and Real-World Evidence: Chapter Authors: Akhilesh Bajaj, Sunder Kekre, & Kannan Srinivasan; K. Ravi Kumar & George C. Hadjinicola; and Uday S. Karmarkar & Milind M. Lele

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BrandSimple: How the Best Brands Keep it Simple and Succeed

2012-02-09T11:45:00.001-08:00

In an era of mixed media messages, in which brands are extended to the breaking point and complex marketing theories compete for attention, it is more difficult than ever to create effective brands. Allen Adamson offers a refreshingly simple solution: Bring back the basics of good branding and ensure success. Build a brand on a good idea that you test. Make sure the design and message of your brand fits the brand's true meaning, and stay away from unnecessary and complicated strategies. Drawing on his years of experience working with some of the world's top brands, from GE to IBM, Adamson shows how to communicate with customers and make your brand resonate. He also gives a behind-the-scenes look at his work with traditional names like Maxwell House as well as newcomers like JetBlue and iPod, explaining what they do right--and wrong.

Amazon Sales Rank: #30080 in Books Published on: 2007-08-07 Released on: 2007-08-07 Original language: English Number of items: 1 Dimensions: .65" h x 6.28" w x 9.16" l, .61 pounds Binding: Paperback 256 pages

From Publishers Weekly True to such observations as "Simple trumps everything," Adamson boils down his 25-plus years of experience in brand development to provide six clear steps to understanding what makes a good brand. Along the way, the current managing director for Landor Associates (a firm within Young & Rubicam) discusses how to sync branding signals with the "brand idea" to serve a company's business strategy. Using examples such as Apple and FedEx, he explains how the brand idea can be turned into an internal rallying cry so that the message is reinforced in the packaging and employees pass it along to current and potential customers. Throughout, he provides a dynamic first-person commentary on the thought process and activities that went into creating and repositioning iconic brands like American Express, HBO and eBay, though it can be odd in cases where he wasn't personally involved. Unlike other branding gurus, Adamson doesn't celebrate the industry's mystique and keeps his discussion jargon-free. The charts and graphs are immediately understandable and the exercises doable. The result is an unusually readable how-to book that will help anyone involved with branding understand what works and why. (Oct.) Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. Review "In a world of information overload and lack of trust in major institutions, the power of a simple idea conveyed through branding is more important than ever."--Richard Edelman, President & Chief Executive Officer, Edelman Worldwide

Most helpful customer reviews 42 of 47 people found the following review helpful. Chock full of stuff you can use to make you better at your job By Tony Gomes Being the founder of a creative consultancy, I face the difficult challenge of differentiating my client's products and services everyday. Most of the books I've read on this topic are rather theoretical and, therefore, not very useful. Allen Adamson's "BrandSimple" is quite the opposite. It is chock full of stuff I can use to make me better at my job. It illustrates how a simple brand idea can cut through the clutter like a hot knife through butter. It also provides valuable techniques to help you get there. Real life case studies from clients such as GE, FedEx and Baby Einstein beautifully illustrate the points made in the book. I would recommend it to both marketing professionals and students alike. In fact, I have put "BrandSimple" on the required reading list for the graduate course I teach at Columbia University. 44 of 50 people found the following review helpful. BrandSimple warrants serious attention By Ira Mayer Books about brands and branding come across my desk all the time. All are well-intentioned, most have some wisdom to impart, many are simplistic, and few have the focus or wide enough range of experience to warrant serious attention. Allen Adamson's "BrandSimple" warrants serious attention. Adamson is Managing Director of Landor Associates, one of the pioneers in brand development that is part of the Young & Rubicam family. With brand (Lever) and ad agency (Ogilvy & Mather, Ammirati & Puris, DMB&B) experience, and client involvement at Landor alone with Citigroup, Diageo, IBM, P&G and Pfizer, among others, Adamson is in a position to provide an insider's perspective. And he delivers one. "BrandSimple" combines theory and case study to amply illustrate the book's subtitle: "How the best brands keep it simple and succeed." The anecdotes are fascinating and instructive, and the descriptions of some of the tools available to brand marketers open new ways of evaluating brand performance. (OK, it's a little self-promoting --others have similar tools to Y&R's BrandAsset Valuator and Landor's Brand Journey mapping. But Adamson gives clear explanations of these and other processes. Understanding them will help any reader approach a brand, or the process of branding, better.) The highlights are in the details. The almost off-hand observation that, "When a brand has a higher degree of relevance than differentiation, the brand has become a commodity." Common sense to a brand professional? Of course. But how often do we overlook common sense when caught up in the day-to-day crunch? Adamson also pointedly differentiates between a brand, and branding -- the latter being "how you go about establishing your brand's differentiated meaning in people's minds. . . the transmission of the idea" that defines the brand itself. Branding has to do with logos, packaging, and so on. The BrandSimple concept has to do with clearly defining that differentiated meaning in the first place -- the critical step too many brand managers don't fully appreciate. Adamson poses series of questions throughout the book that constitute a must-have checklist for any brand marketer. To take them out of context here would make them sound simplistic. Take my word, when used properly, those questions will help you define your brand, your marketing objectives and your success on a whole new plane. (As published in the e-letter Mayer On Marketing, 11/1/06; copyright 2006 EPM Communications, Inc.) 33 of 40 people found the following review helpful. Inspiration for coming up with a simple brand idea By Lulu Raghavan One of the most challenging (and sometimes quite frustrating) aspects of branding is coming up with the big idea on which everything is based. This big idea needs to meet a long list of criteria including being differentiated, relevant, applicable to internal and external audiences,

Using Qualitative Research in Advertising: Strategies, Techniques, and Applications

2012-02-08T11:00:00.001-08:00

Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this book includes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers.

Amazon Sales Rank: #457331 in Books Published on: 2002-03-19 Original language: English Number of items: 1 Dimensions: .34" h x 6.12" w x 8.98" l, .47 pounds Binding: Paperback 152 pages

About the Author Eric Haley is Professor in the Department of Advertising at the University of Tennessee, Knoxville. He received his Ph.D. from The University of Georgia in 1992. He teaches a variety of advertising courses and a doctoral seminar in qualitative research. He is an active research consultant helping national clients with custom research information needs. His publications have appeared in the Journal of Advertising and the Journal of Current Issues and Research in Advertising.Ronald E. Taylor is Professor and Director of the School of Advertising and Public Relations at the University of Tennessee, Knoxville. He earned an A.B. in Journalism at the University of North Carolina at Chapel Hill and M.S. in Advertising, and Ph.D. in Communication at the University of Illinois at Urbana-Champaign. He has taught a course in qualitative research methods at Tennessee for the past 15 years. Dr. Taylor is interested in European advertising and advertising regulation. He has lectured in France and conducted research in France, Belgium, and Spain.Margaret A. Morrison is Professor in the School of Advertising and Public Relations at the University of Tennessee, Knoxville. She received her Ph.D. from The University of Georgia in 1996. She has taught classes in media planning, account planning, qualitative research, and advertising campaigns at Tennessee since 1995. Her work has appeared in various outlets such as Journal of Advertising Research, Journal of Advertising, Journal of Current Issues and Research in Advertising, and American Journal of Public Health.Kim Sheehan is Assistant Professor at the University of Oregon's School of Journalism and Communication. She received the Ph.D. from the University of Tennessee in 1998. Her teaching and research interests include online consumer behavior and research methods, and advertising creative strategy. Her research has appeared in Journal of Advertising, Journal of Advertising Research and the Journal of Public Policy and Marketing. Excerpt. © Reprinted by permission. All rights reserved. INTRODUCTION Advertising, as you’ve probably noticed, surrounds every facet of your life. Indeed, industry estimates suggest that more than $480 billion will be spent on advertising in 2001, with over half of that in the United States alone (Coen, 2001). That translates into millions of ads, all vying for the attention of consumers. In some instances, advertisers are looking for the attention of very specific, targeted groups of consumers (e.g., adults aged 25-54 who are liberal, recycle regularly, entertain at least twice a month, and have minimum household incomes of $75,000). In other instances, targeted audiences may be more general (e.g., working moms). Regardless of the target, marketers have become very savvy in using research to create messages that are relevant, timely, and motivating to the audience they want to reach. This is a book about how to use a particular type of research—qualitative research—to inspire great advertising. Qualitative research “refers to the meanings, concepts, definitions, characteristics, metaphors, symbols, and descriptions of things” (Berg, 1989, p.2). It is an approach to research that uses a variety of methods and involves an interpretive, naturalistic approach to whatever is the focus of study (Denzin & Lincoln, 1994). Its greatest utility is in discovering underlying meanings and patterns in relationships. The character of qualitative research makes it and its associated methods extremely useful for uncovering complex consumer insights that can lead to successful advertising. In writing this book, we’ve tried to adopt a consumer perspective. That is, we’re convinced that great advertising comes only from an understanding of consumers’ want and needs. And, in order to understand those wants and needs, the consumer needs to be consulted and integrated at virtually every step of the research process. In short, the strategies and techniques outlined in this book are based on something called an account planning “philosophy.” We’ll talk about this philosophy in just a moment. We wrote this book for several different audiences. Primarily, account planners will find this book a valuable resource, particularly given the few formal training programs that are around today. In a national U.S. survey of account planners that we conducted, only 45% of respondents reported that they had received formal on-the-job training (55% didn’t receive any formal training), and 95% reported receiving only informal on-the-job training. Less than half of respondents reported receiving training in qualitative research methods. Qualitative methods was one of the most cited areas by planners when we asked them, “In what areas do you feel you need more training?” Yet our survey also uncovered that qualitative methods are commonly used by account planners. Given that account planners are often involved in qualitative research but receive little training in how to use qualitative methods, we saw the need for a book that planners can turn to as they go about the difficult task of trying to develop consumer insights. Of course, account planners aren’t the only ones who might find value in this book. Others who might find this book helpful include research suppliers who, given their relationship with account planners, want to understand the role of qualitative research a bit better; advertising agencies, who will find it a useful addition to the reference libraries; and training programs and universities offering classes in advertising.

Sports Marketing and the Psychology of Marketing Communication (Advertising & Consumer Psychology)

2012-02-07T10:45:00.001-08:00

Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area. It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: *sponsorship from several different perspectives--the major force in sports marketing; *ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and *licensing--using the sale of items, such as t-shirts to increase profit and marketing.

Amazon Sales Rank: #2443342 in Books Published on: 2005-07 Original language: English Number of items: 1 Dimensions: .96" h x 6.12" w x 9.00" l, 1.34 pounds Binding: Paperback 440 pages

Experiential Marketing: A Practical Guide to Interactive Brand Experiences

2012-02-06T10:30:00.001-08:00

Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. Consumers feel little emotional connection with these brands, and if they are persuaded to buy it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying--fast.To gain lasting customer loyalty, brands must give something back. In the new century, the relationships between brands and their target audiences are being revolutionized by "experiential" marketing tactics.Experiential Marketing looks at the experiential marketing era, which focuses on giving target audiences a brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, communications which are designed to bring brand personalities to life.This book demonstrates how experiential marketing fits in with the current marketing climate and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners and marketing students.

Amazon Sales Rank: #953391 in Books Published on: 2009-03-28 Original language: English Number of items: 1 Dimensions: .97" h x 6.52" w x 9.42" l, 1.46 pounds Binding: Hardcover 272 pages ISBN13: 9780749452759 Condition: New Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

Review "Smilansky has been able to look across the Atlantic and Pacific for her case study material and draws on this very well.... nicely presented and clearly written." - Field Marketing

Most helpful customer reviews 1 of 1 people found the following review helpful. A must for those in charge of their business' marketing By Midwest Book Review Experience is something invaluable, and this applies heavily to marketing as well. "Experiential Marketing: A Practical Guide to Interactive Brand Experiences" is a look at the growing value of experience in marketing, using past experiences and evidence as the foremost focus in advertising. Many minds on the topic feel this train of thought will grow in the coming years, and the enlightened approach will pay off better to early adopters. "Experiential Marketing" is a complete and comprehensive guide to the subject, a must for those in charge of their business' marketing. See all 1 customer reviews...

Industrial Marketing Strategy

2012-02-05T09:45:00.001-08:00

Develop customer-focused, market-driven strategies for today's competitive marketplace. . .Industrial Marketing StrategyWidely regarded as a classic text in the field, Industrial Marketing Strategy, Third Edition shows you, as a practicing manager, how to develop the marketing strategies your business needs to succeed in a rapidly evolving global marketplace. This important book covers: * The basic concepts of customer analysis, buying behavior, buyer-seller relationships, market segmentation and targeting, and positioning * Proven, concrete, strategic management techniques--rather than a rote enumeration of the functions and institutions of industrial marketing * Guidelines for implementing the value proposition through distribution and marketing communications * The role of marketing in the broader context of business and corporate-level strategic planning * Special sections on product development, national account management, customer service, information technology, and price signaling

Amazon Sales Rank: #1136674 in Books Published on: 1995-05-01 Original language: English Number of items: 1 Dimensions: 1.06" h x 6.07" w x 9.01" l, 1.11 pounds Binding: Paperback 384 pages

From the Back Cover Develop customer-focused, market-driven strategies for today's competitive marketplace. . .Industrial Marketing StrategyWidely regarded as a classic text in the field, Industrial Marketing Strategy, Third Edition shows you, as a practicing manager, how to develop the marketing strategies your business needs to succeed in a rapidly evolving global marketplace. This important book covers: The basic concepts of customer analysis, buying behavior, buyer-seller relationships, market segmentation and targeting, and positioning Proven, concrete, strategic management techniques—rather than a rote enumeration of the functions and institutions of industrial marketing Guidelines for implementing the value proposition through distribution and marketing communications The role of marketing in the broader context of business and corporate-level strategic planning Special sections on product development, national account management, customer service, information technology, and price signaling About the Author FREDERICK E. WEBSTER, Jr., is Charles Henry Jones Third Century Professor of Management at the Amos Tuck School of Business Administration at Dartmouth College. An active consultant for many leading firms throughout the United States and abroad, he is also the author of Market-Driven Management: Using the New Marketing Concept to Create a Customer-Oriented Company (Wiley), among other publications. He is also a trustee of the Marketing Science Institute and a past director of the American Marketing Association.

Most helpful customer reviews 21 of 23 people found the following review helpful. Probably the standard work on industrial marketing today. By A Customer Frederick Webster's 3rd ed. of Industrial Marketing Strategy offers a comprehensive review of business-to-business marketing. This is an excellent overview for the business executive and the general marketing practitioner. The sections on buying behavior and buyer-seller relationships are a good review of those processes that influence customers to buy. The book is a rational academic review of the marketing process. Unfortunately, Webster, like most books on the subject, does not address the irrational aspects of the industrial customer's behavior. All-in-all this is still the most comprehensive single volume review of industrial marketing currently available. Warren D. Smith, CPC. Venture Marketing Inc. ventmktinc@aol.com 2 of 2 people found the following review helpful. Old and Academic, yet recommendable By CLAUDIO SAAVEDRA GONZALE I have read this book many times for many years. I mean the 3rd edition. I can only state this: 1. Style: descriptive, non authoritative, academic. My concern is that the practitioner might never get too far reading due to the writing style. 2. Content: For today, the book is outdated. Webster made a major revision of the theoretical literature during the 70s-80s to write this book. One wishes that another academician as thorough as F. Webster could write an updated version. The indexed content of the book is comprehensive and complete. That is, the practitioner will find all the topics necessary to manage his/her department. 3. The cons: by the time it was written, very little research was available on industrial segmentation, value-based pricing, B2B branding and of course, industrial communicational marketing. 4. The pros: reader might find the Sales Force, Company inter relation and Industrial Customer Behaviour the best chapters of the book. Yet, I strongly advice to complement the Sales Force content with Jim Hlavacek's and John Coe's insights. Claudio Saavedra, MBA., PhD Professor of Industrial Marketing Santiago - Chile [...] See all 2 customer reviews...

Global Advertising, Attitudes, and Audiences (Routledge Advances in Management and Business Studies)

2012-02-04T09:15:00.001-08:00

Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and audience protest. The psychological process wherein consumers actively make sense of advertising and branding and integrate them with living is fundamentally important in thinking about their responses to product sold on screen. This wide-ranging book draws on forty years of media and marketing theory to present a precise perception of that process, a seven stage model of 'moments' in media marketing reception. Local understandings of global branding and marketing content traveling—often from West to East—is the main focus of Global Advertising, Attitudes and Audiences. Drawing from diverse reception studies of creative consumption, Tony Wilson develops a philosophical psychology of purchasing, testing theory against shared consumer responses in online blogospheres and offline interviews. Successive chapters interpret reception of banking, fast food, national, telecommunications and university global branding by Chinese, Indian and Islamic Malay consumers in multi-cultural Malaysia, an Anglophone gateway to S.E. Asia. These studies are used to illustrate how people view the 'worlds' constructed by product branding.

Amazon Sales Rank: #3497274 in Books Published on: 2010-10-21 Original language: English Number of items: 1 Binding: Hardcover 182 pages

About the Author Tony Wilson is Associate Professor in the Faculty of Economics and Business at University Malaysia Sarawak and Associate Research Fellow in the Global Cities Institute Globalization and Culture Program, Royal Melbourne Institute of Technology. He is the author of five monographs on audience - consumer studies including, Watching Television: Hermeneutics, Reception and Popular Culture (1993, 1995) and Understanding Media Users: From Theory to Practice (2008, 2009). He is currently reconnoitering cultural horizons of East/West consumption in Malaysia, the anglophone gateway to S.E. Asia.

Advertising and Integrated Brand Promotion

2012-02-03T08:45:00.001-08:00

O'Guinn/Allen/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E places the reader in the midst of today's fast-paced, exhilarating world of advertising -- demonstrating how good advertising is the result of hard work and careful planning. The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results.

Amazon Sales Rank: #28283 in Books Published on: 2011-02-16 Original language: English Number of items: 1 Dimensions: 4.12 pounds Binding: Hardcover 693 pages

About the Author Thomas C. O'Guinn is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Thomas has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.Chris Allen is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. His research has investigated the influence of affect and emotion in decision-making and persuasive communication. Other published work has examined consumption issues in diverse domains such as determinants of household spending, motives for blood donation, fostering energy conservation, and the effects of news reporting on consumers' attitudes. It has appeared in numerous journals and compilations, including JCR, JMR, JM, JPP&M, JBR, Journalism Quarterly, Journal of Advertising, Harvard Business Review, Advances in Nonprofit Marketing, and Handbook of Consumer Psychology. Chris has served on the editorial review boards for JCR, JCP, JM and JA, and has been a frequent reviewer for programs such as the Ferber Award, and the AMA/Howard, ACR/Sheth, and MSI Dissertation Competitions. He has also served as program administrator for P&G's Marketing Innovation Research Fund--a funding source for dissertation research. He received his Ph.D. in Marketing and Consumer Psychology from Ohio State.Richard J. Semenik is Professor of Marketing and former Dean of the College of Business at Montana State University-Bozeman, as well as founder and Executive Director of the College's Center for Entrepreneurship for the New West. Before coming to Montana State, Rich served as head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. He also has co-founded two companies. With expertise in marketing strategy, advertising, and branding, he has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije Universiteit in Amsterdam, the Netherlands, and a visiting scholar at Anahuac Universidad in Mexico City, Mexico. His research has appeared in the Journal of Advertising, Journal of Consumer Research, and Journal of International Advertising, as well as the proceedings of the American Marketing Association and Association for Consumer Research conferences. He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM, Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank, Printingforless.com, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum and the Industry Relations Board of the American Academy of Advertising. He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from The Ohio State University.

Most helpful customer reviews 2 of 2 people found the following review helpful. This is a textbook? By Bon Bon This isn't written like your ordinary textbook at all. It's informative and entertaining all at once. I've read plenty of dry academic textbooks in my life. This one breaks the mold. The author boldly chucks humor here and there. Each chapter reveals current trends and controversies within the marketing/advertising/business world. This book offers: -loads of current color ad's -bold print terms to know (quick way to learn insider jargon) -footnoted listings of author's sources (if inclined to look up) -quick glance chapter objectives at beginning -chapter summary at end (easy to reference when studying) It's loaded with enough information for a newbie to demystify the advertising world. I'd recommend adding it as a reference book in your library even if you're not into advertising. It offers insight for entrepreneurs wanting to gain knowledge about how advertising firms work before you go looking for one to research, design, and carry out your advertising goals. 0 of 1 people found the following review helpful. Low price, high quality By Lyn09Z I am very pleased with this book. I paid about $10 for it when i would have had to pay $170 for it at my bookstore. The book is in great condition, almost like new! It took a while to ship, though. 0 of 1 people found the following review helpful. Great Condition By Nicolas The book came faster than I was expecting. It is in great condition, plus it was sold at a great price! See all 10 customer reviews...

Excellence in Advertising, Second Edition (Chartered Institute of Marketing)

2012-02-02T08:15:00.001-08:00

While many books on advertising are written by people whose experience of the industry is either limited or else rather distant in time, Excellence in Advertising, has been created by a group of people who are directly involved in the business currently and are at the very top of their profession. The first edition of this book, published in 1997, proved to be a huge success both in the UK and internationally. This new edition is substantially updated and enlarged - with new authors added and new subjects covered.The cast list of authors, headed by Leslie Butterfield as editor and contributor, reads like a veritable Who's Who of advertising and marketing: John Bartle, Steve Henry, Professor Peter Doyle, Mike Sommers and now also Richard Hytner, Tim Broadbent, Tim Pile and others.Together their contributions present an authoritative view on what constitutes best practice in a wide range of key areas that are the context for the creation of effective advertising:Building successful brandsStrategy developmentThe analysis and interpretation of qualitative research Creative briefing Media strategyAND NEW IN THIS EDITION:Managing relationshipsEvaluating advertisingLoyaltyShareholder valueTotal communication strategyCombining state-of-the-art thinking and practical advice, this book will be of value to those who use advertising to build brands, those who study advertising and its role and to those actively engaged in producing excellence in advertising on a daily basis.Leslie Butterfield is Chairman of Partners BDDH, the agency he founded in 1987. He is one of the UK advertising industry's most respected strategists, and a regular contributor to advertising conferences and publications. He was Chairman of the IPA's Training and Development Committee from 1989 to 1997 and is now a Council Member and Fellow of the IPA. Up-to-date and thoroughly revisedRetains one of the most prominent author teams in this sectorBroadened to take account of the marketing as well as advertising sectors

Amazon Sales Rank: #1072378 in Books Published on: 1999-10-26 Original language: English Number of items: 1 Dimensions: .69" h x 6.24" w x 9.18" l, 1.11 pounds Binding: Paperback 304 pages

About the Author Leslie Butterfield is CEO of the strategic brand consultancy Butterfield8, founder of agency Partners BDDH and a fellow of the IPA.

Most helpful customer reviews 1 of 5 people found the following review helpful. Superb collection of articles by current UK ad practitioners By David Guerrero AS the intro says, most people who write books on advertising are either out of the business or not exactly top of their craft.This book brings together leading names such as Steve Henry and Jim Kelly who share their thoughts on various industry trends.Jim Kelly's guide to surviving a pitch alone is worth the price. See all 1 customer reviews...

Architect's Essentials of Marketing (The Architect's Essentials of Professional Practice)

2012-02-01T08:00:00.001-08:00

Easy access to crucial marketing information for design professionalsFind the concise, practical business information you need right now in the Architect's Essentials of Professional Practice Series. These authoritative guides quickly make you an instant expert on the best business practices crucial for success in today's design and construction professions. Each portable, affordable, user-friendly volume gives you:* Authoritative advice from leading national figures* Flip-and-find access to critical business information* Bulleted lists and callout boxes for quick reference* Clear, insightful explanations of complex business topicsFor design firms that want to take control of their marketing plans and increase business, Architect's Essentials of Marketing is the single-source guide with all the answers. Through concise, step-by-step instructions, it illuminates all aspects of creating a winning marketing strategy and covers how to leverage a variety of marketing tools and resources. Valuable, real-world guidance from an industry-leading marketing professional addresses how to manage the business development cycle to acquire clients and build your business.Packed with field-tested tips and techniques that can be implemented right away, Architect's Essentials of Marketing is an essential go-to guide for architects, landscape architects, urban designers, and interior designers.

Amazon Sales Rank: #613434 in Books Published on: 2004-09-17 Original language: English Number of items: 1 Dimensions: .80" h x 5.40" w x 8.40" l, .75 pounds Binding: Paperback 288 pages

From the Back Cover Easy access to crucial marketing information for design professionalsFind the concise, practical business information you need right now in the Architect’s Essentials of Professional Practice Series. These authoritative guides quickly make you an instant expert on the best business practices crucial for success in today’s design and construction professions. Each portable, affordable, user-friendly volume gives you:Authoritative advice from leading national figuresFlip-and-find access to critical business informationBulleted lists and callout boxes for quick referenceClear, insightful explanations of complex business topicsFor design firms that want to take control of their marketing plans and increase business, Architect’s Essentials of Marketing is the single-source guide with all the answers. Through concise, step-by-step instructions, it illuminates all aspects of creating a winning marketing strategy and covers how to leverage a variety of marketing tools and resources. Valuable, real-world guidance from an industry-leading marketing professional addresses how to manage the business development cycle to acquire clients and build your business.Packed with field-tested tips and techniques that can be implemented right away, Architect’s Essentials of Marketing is an essential go-to guide for architects, landscape architects, urban designers, and interior designers. About the Author DAVID KOREN is Marketing Director for Gensler’s 250-person New York office where he is responsible for marketing strategy, strategic alliances, market research, and public relations. Koren is co-chair of the marketing committee of the AIA New York chapter and is an active member of the Society for Marketing Professional Services.

Most helpful customer reviews 9 of 9 people found the following review helpful. MUST READ FOR SUCCESS By Daniel C. Lakatos Divided into three convenient parts, Architect's Essentials of Marketing is extremely informative and easily digestible. Part I: Marketing Strategy, Part II: The Business Development Cycle, Part III: Marketing Tools and Resources. Similar to the best professors I had in college, author, David Koren is passionate and to the point. The material is presented in a well-written, upbeat and positive tone. Explanation of major points is supported by easy-to-understand tables and diagrams. In addition to the valuable insights found in the main text, margins throughout the book are packed with short thought provoking sidebars. Architect's Essentials of Marketing is a must-read for any individual or firm serious about building long-term success. Heck, this book would help professionals in any field. 4 of 4 people found the following review helpful. Architect's Essentrials of Marketing By Annamarie Kovacik An excellent read for anyone involved in marketing professional services. It is highly applicable to all the AEC disciplines and a useful tool and checklist not only for the marketing and business development professionals but the principals involved in marketing their firms also., See all 2 customer reviews...

The 33 Ruthless Rules of Local Advertising

2012-01-31T07:45:00.001-08:00

This book was created for the 90 percent of small business owners who reportedly are dissatisfied with the results they get from local advertising. If followed, these rules, among them don’t ask your customer what brought them in, demand absolute accountability, and sell something more profitable than a low price, will broaden the customer base and enhance the bottom line. Specific growth objectives for advertising expenditures and the development of a system of absolute advertising accountability make this book distinctive. Business owners will learn to use advertising money wisely for maximum profitability.

Amazon Sales Rank: #172205 in Books Published on: 1999-01-01 Original language: English Number of items: 1 Dimensions: .1 pounds Binding: Paperback 199 pages

About the Author Michael Corbett has 35 years of experience working with small businesses, both as an owner, local advertiser and as an advertising agency owner. He lives in Jupiter, Florida.

Most helpful customer reviews 43 of 44 people found the following review helpful. Probably The Best Book Ever Written On Local Advertising By Marty Mehan, PA If you had to choose only one book on advertising, take it from me, this one is it.I think this book should be on the shelf and in the hands of every business owner who uses local media. There isn't anything close to this information from anything I've read. It's more than common sense, it's crucial sense. If you pair this with the copy ideas of Roy Williams (The Wizard of Ads) you'll have the most important references available today for advertisers. Not since "Positioning" has there been a more powerful look at how to make advertising work; what to do, what to avoid doing. I have made many mistakes common to most advertisers and I now understand why Michael Corbett says over 90% of local advertisers are not happy with their results. If I only had this information 20 years ago I'd have saved myself countless wasted dollars. If you have anything to do with advertising, selling it, buying it, teaching it, and you don't have this book....you have an impotent advertising arsenal. 22 of 22 people found the following review helpful. Read This Book Before Your Competition Does! By D. DeBruler This book is almost too good to share. If you're a business owner, you won't want to talk about it at those Chamber of Commerce meetings - or anywhere else your competitors are hanging out! I write local advertising copy everyday, and what Michael Corbett provides as answers in "33 Ruthless Rules...", are the questions every media sales representative should be asking potential clients. In turn, if local business managers put these 33 Rules into practice, they'll know what what want, when they want it, and how to get it from their local advertising plan. In less than 200 easy-to-read pages, you'll discover all you need to gain and strengthen your grip on any local market.This book should be required reading for Marketing Students, Media Sales Reps, and definitely for local business owners and managers. 15 of 15 people found the following review helpful. Excellent Handbook for local Advertisers By A Customer This book is an excellent resource for any business owner. The authors give you a step by step approach to advertising, including how to choose the right medium and what information should be included in your ads. Also, they give you solid advice on the elements you need in your total marketing plan. If you follow the advice in this book your business will be a success. See all 28 customer reviews...

eBay's Secrets Revealed: The Insider's Guide to Advertising, Marketing, and Promoting Your eBay Store - With Little or No Money

2012-01-30T07:30:00.001-08:00

This book is for those already operating on eBay who want to know how to make more money using online auctions. You will learn the secrets that have made a new breed of entrepreneurs very wealthy. Uncover closely guarded strategies for selling products like the pros on eBay. You will learn dozens of methods to automate your business including inventory, preventing fraud, payments, accounting, taxes, and fulfillment; learn new ways to find products and get positive feedback. This book contains marketing tricks that will help you to create interest in your product, tips about taking photos, managing e-mail, and shipping. You will also learn pricing strategies, creative methods of writing powerful ad copy that really sells, how to obtain products below wholesale, and ways to make your business work smarter while decreasing your work load. This is your resource guide for knowing just what products are in demand, how to attract lots of bids on every single auction, how to create stunning listings that grab attention, and how to bring back customers again and again. You can eliminate eBay headaches and drive bidders to your auction listings. Get started today and discover secrets for increasing your auction sales, customers, traffic, and much more!

Amazon Sales Rank: #1178716 in Books Published on: 2007-04-20 Original language: English Number of items: 1 Dimensions: .73" h x 6.09" w x 8.88" l, 1.03 pounds Binding: Paperback 288 pages

Review This book is the yellow brick road to eBay success. I only wish this information had been available when I started selling on eBay. The step-by-step, specific information is solid. Implementing its solutions will allow you to carve out your own eBay niche. --Erin Snyder Dixon; eBay PowerSeller

Most helpful customer reviews 5 of 6 people found the following review helpful. A Very Thorough Resource By Jean M. Wensink If you are starting an eBay business or are looking for ways to improve your existing business, then this book is for you. EBay Secrets Revealed: The Insider's Guide to Advertising, Marketing and Promoting your eBay Store- With Little or No Money leads the reader through the process of setting up an online store. It offers hints to attract customers, keep customers coming back and making a profit. Even if you have little marketing experience, the clear, concise information is sure to make a positive difference in your profits and business career. The book is divided into distinct chapters with additional headings throughout the chapter to make it easier to reference. Testimonials from experienced eBay sellers show how the information can be applied in the real world of the internet. A myriad of topics are covered including packaging, security, payment, photography and inventory. The glossary of eBay terms is very helpful in clarifying vocabulary. In all, this book is a thorough resource that every eBay seller should own and refer to often. 6 of 8 people found the following review helpful. eBay's Secrets Revealed By Colleen Braun eBay's Secrets Revealed by Dan W. Blacharski I laughed the first time a buyer sent me postage stamps for a payment. I returned the stamps and told them I accepted money orders or payment through pay pal. She did not laugh. She wrote a negative comment about the transaction and then filed a complaint against me. The litigation lasted for months and I was frustrated and confused. For several years I struggled with my site on eBay. I learned a few tricks on my own through trial and error. Many powerful eBay sellers were reluctant to pass along any of their secrets. My site was floundering. I decided this enterprise was not for me. If only Dan W. Blacharski's book, `eBay's Secrets Revealed' was available to me way back then, my business would have been a success. In the very first chapter Dan discusses name recognition. This is an extremely important concept in eBay auctions. Studies show that consumers feel comfortable with items and locations that are familiar. Dan's information contains simple information regarding keywords that a first time seller may not even consider. The in depth chapter on accounting and taxes can literally save your business. Dan takes a step by step approach on how to succeed in your eBay business. Make no mistakes eBay is a business and a livelihood for many individuals. Dan lets you know about security, customer service, fraud, payment methods and everything one needs to know to be a success in this burgeoning enterprise. Even the images you post reflects whether this item will be looked at and possible purchased. Chapter 10 states the importance of positive feedback. This is not something you can shrug off. It can mean quitting your day job or failure. If terms like, second chance, reserve price, buy it now, absentee bid and insertion fee are foreign words to you, purchase this book. This book can direct a novice, inform a buyer and lead an entrepreneur to success. The money invested in this book will ensure an easy and attainable transition in the art of selling on eBay. This information can also be applied to any other business project. After reading Dan's book, `eBay's Secrets Revealed' I feel confident to once again try my hand at selling and buying on eBay. I give this book a rating of 5. 8 of 11 people found the following review helpful. Great reference for eBay Sellers! By Word Nerd Joining the ranks as an eBay seller requires more than just a nifty product. It takes a keen understanding of the system, from the inside out. Dan W. Blacharski's "eBay's Secrets Revealed" takes you on a complete tour of eBay from the moment you set up shop to the positive feedback in the end. In this book, you will learn everything you need to know about starting and

Persuasive Advertising: Evidence-based Principles

2012-01-29T07:15:00.001-08:00

This book translates knowledge about persuasion into evidence-based principles. Useful knowledge about persuasion has been obtained over the last 100 years from the experience of advertising experts and from empirical studies in advertising and other fields including psychology, consumer behavior, law, mass communication, politics, and propaganda.The principles in Persuasive Advertising provide understandable and easy-to-access guidance for all types of advertising. Including still media such as print and Internet, and motion media such as TV, streaming video, Internet, and radio. They also apply to other types of persuasive communications such as management reports, speeches, and press releases.Wharton School Professor J. Scott Armstrong spent over 16 years on this book. In recent years, he was assisted by Gerry Lukeman, Chairman Emeritus of Ipsos-ASI and Sandeep Patnaik, Research Director at Gallup and Robinson. Altogether, more than 80 people contributed to Persuasive Advertising by obtaining relevant studies, analyzing data, editing and reviewing, and surveying researchers to ensure that the book correctly summarizes their findings.Persuasive Advertising summarizes findings from about 3,000 empirical studies and 50 books. It also presents new findings from previously unpublished studies. .Along with the AdPrin Audit software on AdPrin.com, Persuasive Advertising enables advertisers as well as agencies to quickly and inexpensively identify ways to improve ads – or to determine which of a set of ads will be most effective. For example, it typically requires about an hour for an experienced user to obtain a persuasiveness index for a print ad along with a list of ways to improve the ad.,By using these principles, advertisers can improve their creativity and effectiveness.This book is supported by the AdPrin.com site: http://advertisingprinciples.com/

Amazon Sales Rank: #99783 in Books Published on: 2010-06-15 Released on: 2010-06-15 Original language: English Number of items: 1 Dimensions: 1.30" h x 6.40" w x 9.40" l, 1.85 pounds Binding: Hardcover 350 pages

Review “I highly recommend this book to marketing and advertising professionals, educators, and researchers in these fields, and indeed anyone seeking to understand the myriad ways advertising affects our behaviors and choices… Persuasive Advertising is the handbook on effective advertising.” —Denise M. Rousseau, Carnegie Mellon University, Interfaces“Professor Armstrong’s groundbreaking book is a must-read for anyone in the advertising business. In today’s hyper-connected world, getting consumers’ attention, much less persuading them, has never been more challenging. Persuasive Advertising provides the insights, research and marketplace proof to truly master the art of persuasion. All effective advertising starts with understanding consumers and what motivates them. This book provides a powerful and comprehensive compilation of those consumer truths. Buy this book. It’s marketing gold.”—Linda Kaplan Thaler, CEO & Chief Creative Officer of The Kaplan Thaler Group, Best-selling coauthor of The Power of Nice and The Power of Small

Most helpful customer reviews 0 of 0 people found the following review helpful. Outstanding By Michael Weagley This book is outstanding. I have recommended it to my friends who own businesses. Armstrong, a professor at Wharton, hints in the book that he was trying to create an improved, updated, more scientifically sound version of Ogilvy on Advertising. He succeeded. What I like: -The writing is concise and interesting. -His principles are surprising. -He describes the principle, then cites research and case studies that solidify the principle in your mind. E.g., Downy first didn't follow the principle. Then Downy changed the ad to follow it, and found that 20% more people remembered the ad, and those people had 30% higher buying intentions. -He values methodologically sound science. Where a principle is not supported by studies yet, he'll say something like, "This principle is only received wisdom in the advertising industry. It deserves closer study." I rely heavily on this book while writing copy for my business's website. I can't recommend it highly enough. 0 of 0 people found the following review helpful. My Source of Inspiration By Kai This book has summarized findings of many researches into different principles. Not only can this book teach me how to advtertise effectively but also can it help me in my life. When I encounter difficulties, I often get some inspirations by reading this book. This book gives me inspirations to solve my daily-life problems. 0 of 0 people found the following review helpful. Perfect one-stop resource for existing research on advertising By mjtamminen J. Scott Armstrong's Persuasive Advertising is dream come true for people interested in learning about driving persuasiveness in advertising. The book summarises all trustworthy and accurate research on advertising, and presents them through 194 principles of advertising with conditions on when each one is applicable. The book is also valuable for advertising professionals who can combine their creative processes with research into what characteristics can drive recall and credibility. A pleasant read that is also very easy to refer back to later. Highly recommended for everyone involved or studying advertising. See all 6 customer reviews...

How to Market, Advertise and Promote Your Business or Service in Your Own Backyard

2012-01-28T07:00:00.001-08:00

Create a successful and affordable marketing campaign for your local small business using the tips and detailed 10-point, step-by-step method in How to Market, Advertise and Promote Your Business or Service in Your Own Backyard. Discover tried and true tactics that produce results without wasting your time and money, even if you only have access to a small budget and minimal resources. Using this handy and practical guide, you can gain access to information about incorporation, web design, search engine marketing, positioning, and sales management.

Amazon Sales Rank: #1035487 in Books Published on: 2008-06-10 Original language: English Number of items: 1 Dimensions: 9.11" h x .71" w x 5.81" l, .73 pounds Binding: Paperback 272 pages

From the Back Cover Real-world marketing and advertising advice for your small businessWhen it comes to promoting your business, one size doesn't fit all. What works for the world's biggest companies probably isn't the right fit for your local small business. You need to get the word out, but you don't have the time or the money to waste on ineffective and expensive tactics.Finally, there's a straightforward, down-to-earth game plan for small business owners like you. This handy guide presents a wealth of effective tactics and ideas specifically designed for small businesses in small markets. Utilizing tons of real examples and simple, straightforward explanations, successful small business owner Tom Egelhoff presents a proven ten-step plan that gives you maximum impact at minimum cost.You'll discover how to:Design a marketing plan that's perfect for your local marketPosition your business for growth and successExecute your plan and evaluate the resultsMaster the principles of small-town advertisingBring in more customers than you know what to do with!Specifically designed for small businesses with ten or fewer employees, this is the only in-depth guide that reveals the secrets of super-successful small-town marketing. If you want more bang for your buck, more customers in your store, and more dollars in your pocket, this is the place to start. About the Author Tom C. Egelhoff is an internationally known speaker and authorwith thirty-two years of small business know-how. His seminars and workshops on marketing and advertising have helped thousands of small business owners become more profitable and successful. His Web site has received as many as four million visitors in a year. For more information, please visit www.smalltownmarketing.com.

Most helpful customer reviews 1 of 1 people found the following review helpful. a solid, informative reference on marketing and advertising By CashSenderdotcom On the surface, this book seems like it is best suited for people operating a small business in a local, small community, and if your business is anything but that, this book is not for you. But that would be a glaring mistake as this easy to read book is packed with super informative information on marketing and advertising that applies to any business, large or small, brick and mortar to online. The author gives very valuable information on where to advertise, the different advertising mediums, pros and cons, various rules of the trades, frequency, exposure, reach, ad positioning, ad design, yellow pages, newspapers versus magazines, radio, TV, online, which is better for which type of businesses and a whole lot more. For me, this book was a high quality refresher of my intro to marketing class at university, all compressed into a quick, few hours of reading. For these reasons, I recommend the book particularly for smaller businesses. If you are running the marketing department of a large multinational company, this book would be under-powered for your needs. But if you are starting a local business or an online business that needs to draw a customer base from the bricks and mortar world, you will certainly learn some very valuable information from reading this book. 0 of 0 people found the following review helpful. Great book for small business owners By J. Latour Tom Egelhoff's book on "How to Market, Advertise and Promote Your Business or Service in Your Own Backyard" is a great book for small business owners looking for an edge in marketing, advertising, and new ideas and tips. The book is only 272 pages long and has 16 chapters of great information for small business owners. Here is a quick rundown of each chapter. Chapter 1 addresses small town USA marketing and provides advice on how to find the right expertise to get your business going. Chapter 2 is about building your business resume. Chapter 3 addresses your strengths, weaknesses, opportunities, and threats to your business (affectionately known as SWOT). Chapter 4 talks about sales forecasting and myths about selling. Chapter 5 tells you about your customers and how to find more of them for your business - mostly by analyzing your market. Chapter 6 talks about creating an effective marketing plan. Chapter 7 is about how to position your business and it provides great examples of how other companies do it. Chapter 8 is all about creating an advertising plan in your own backyard (city, town, and village). Chapter 9 tells you how to sell your message and a basic summary of your advertizing. Chapter 10 gives you an outline and a plan on how to develop your marketing calendar. Chapter 11 tells you how to execute your plan. Chapter 12 asks you if your plan is working. Chapter's 13-16 addresses small town success, advertising, and promotion and how to do it better. Egelhoff provides an additional 115 tips of information for the small business owner in the back of the book. Some of them include the following tips: 1. Know who your customers are 2. Promote with Postcards 3. Create a surveyIf you are small business owner, this book is for you. It is even good for the big business reader as well. This is a great book that offers good advice on how to market, advertise and promote your business in your own city, town, or village (reviewed on Inteljim.com) See all 2 customer reviews...

Changing the Channel: 12 Easy Ways to Make Millions for Your Business (Agora Series)

2012-01-27T06:45:00.001-08:00

An all-encompassing guide to making the most from multi-channel marketingWritten in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits.Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.Discusses how to create successful marketing campaigns by using a mix of different marketing channelsOffers some smart ways to track customer buying habits with a database that covers all marketing channelsHelps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitchesWith this book as your guide, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve the bottom line of your business.

Amazon Sales Rank: #679606 in Books Published on: 2010-03-08 Original language: English Number of items: 1 Dimensions: .84" h x 5.54" w x 8.80" l, .74 pounds Binding: Paperback 285 pages

From the Inside Flap To attain and sustain success in today's dynamic business environment, it's no longer enough to be good at just one type of marketing. While you may already be making money using just one marketing channel, expanding into additional channels—especially the Internet—will help you attract prospective customers and increase your company's potential revenue. The fact is, if you're only using one channel, you're likely leaving millions of dollars on the table and in danger of losing the customers you already have.Authors Michael Masterson and MaryEllen Tribby understand the importance of multi-channel marketing. Through their combined fifty-nine years of firsthand business experiences—working with companies such as Agora Inc. and their Early to Rise e-newsletter, as well as other distinct products—they know what it takes to increase business success. And now, with Changing the Channel, they share their invaluable insights with you.Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels—explaining how each one works and addressing the challenges you might face should you choose to use them. Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.Once you gain a firm understanding of what these channels are all about, you'll discover how to create successful marketing campaigns with them and learn how to analyze test results to optimize their effectiveness. Along the way, Masterson and Tribby offer you some smart ways to track customer buying habits with a database that covers all marketing channels, and help you avoid the temptation of trying to sell your customers every time you contact them—a mistake that could hurt you in the long run.If you're ready to grow your company, your customer base, and your profits, adopting a multi-channel approach to marketing today will guarantee success tomorrow. And with this book as your guide, you'll quickly discover how marketing your ideas, services, or products across multiple channels can help develop and deepen customer relationships as well as improve your bottom line. From the Back Cover Praise for Changing The Channel"Changing the Channel is a valuable ally for any business owner willing to go beyond the 'same old' marketing in their industry. Tribby and Masterson draw on their own experience at Agora, one of the direct marketing giants of our age, to show you not only what to do, but how to do it. Get yourself a copy of Changing the Channel, a quiet corner, and a couple of highlighters—you'll discover dozens of simple actions you can take to grow your business beyond what you thought possible."—Howie Jacobson, PhD, author of AdWords For Dummies"I just finished reading Changing the Channel, and all I can say is WOW! This is the only book I've ever come across with an easy-to-understand, yet comprehensive approach to leverage both offline and online channels (a combination that is often confusing, even to the most celebrated marketing gurus). This book is a must-read for anyone and everyone who has anything to do with marketing that must deliver real results to the bottom line."—Rich Schefren, CEO, Strategic Profits"What Michael and MaryEllen have done here is to crystallize decades of classic marketing and online wisdom and experience into a practical, easy-to-repeat formula that anyone in business—from a small startup to a large corporation—can follow and produce and measure their results. An excellent book that inspires action. Applying the principles in the final chapter alone is enough to revolutionize any online business."—David Cross, Senior Internet Consultant, Agora Publishing"If you want to put your business on the fast track, Changing the Channel is a must-read. Michael Masterson and MaryEllen Tribby lay down a clear and proven road map to greater success. In Changing the Channel, they outline many ways of reaching prospects, building relationships, and maximizing customer lifetime values. Changing the Channel is a must-read for all entrepreneurs."—Lou Betancourt, Publisher, StreetAuthority.com About the Author Michael Masterson has developed a loyal following of more than 450,000 subscribers with Early to Rise (www.EarlyToRise.com), an e-newsletter published by Agora Inc. Throughout his remarkably successful business career, Masterson has been involved in two businesses that grew beyond $100 million, two more that exceeded $50 million, and at least a dozen that surpassed the $10 million mark. He is also the author of the New York Times, Wall Street Journal, and Amazon.com bestsellers Ready, Fire, Aim; Seven Years to Seven Figures; Automatic Wealth; and Automatic Wealth for Grads . . . and Anyone Else Just Starting Out (all published by Wiley), and Confessions of a Multi-Millionaire. Subscribe to Michael Masterson's daily e-zine at www.EarlyToRise.com.MaryEllen Tribby has over twenty years of publishing and business experience, most notably in direct marketing, and is currently CEO and Publisher of Early to Rise. She was responsible for quadrupling sales and profits within her first fifteen months there. Tribby is also the founder and Executive Publisher of Investor's Daily Edge and Total Health Breakthroughs, ETR's sister publications.

Most helpful customer reviews 21 of 23 people found the following review helpful. Changing Channels for Changing Times By Dave Carpenter I so enjoyed author Michael Masterson's last book, "Ready...Fire...Aim," that I have been eagerly awaiting this book. Alas, this book is very different...and that is not necessarily bad....as it primarily takes on the writing style of co-author MaryEllen Tribby, whose articles in the outstanding daily ezine, "Early to Rise," I enjoy for their high factual content. Michael is a wonderful philosopher on life, MaryEllen more the server of great info. I was in the mood for some philosophy from Michael, and instead got a treatise on the importance of using multiple channels of communication to promote ones business - a subject extremely important in view of the rapid deterioration in the economy. I am grateful for the surprise. The authors have taken a challenging subject and covered it masterfully. The subject is challenging because each communication channel is worthy of a book, in and by itself. In fact, each of the channels has been treated singularly as a book many times over. One of the strengths of this book is that the authors have put all the channels under one roof so as to emphasize the importance of using multiple channels in communicating with buyers who are experiencing information overload. Another strength of the book is the frequent use of short stories to illustrate entrepreneurs having success with one or more of the channels. The stories have just the right balance between solid information and brevity. And, the subjects of the stories are people with whom, in many cases, I have first-hand experience with their success. That is, the stories are of entrepreneurs who are really making it happen (in contrast to the hype that fills many areas of the internet). The only real weakness in the book is not of the authors' making. Like many other authors are about to have happen, the book was written for another time, a time when all manner of businesses were flourishing. With the lead time between completing a book and getting it published, many a book will be coming out over the next couple of months somewhat out of context. In the case of this book, I actually believe that current challenging times make the authors' advocacy of using smart channel selection all the more important. In fact, if the same book had a title along the lines of "Changing Channels, Tune-up Your Marketing Communications for Changing Times" the book would be flying off the shelves. Regardless of the title, this book should fly off the shelves as every entrepreneur, and in fact every business person, needs to quickly rethink his or her selection and use of marketing communication channels. This book is an excellent book for starting such rethinking. Easily deserving of five stars...even as I await Michael Masterson's next philosophical book, hopefully one about these challenging times. 8 of 8 people found the following review helpful. Good intro into multi channel marketing By David C. Bush This book is more of an into into multi channel marketing than it is a "how to" manuel. After reading the book a non-marketing person will have a wonderful direction to be pointed in, although a lot more information will be needed if one is to implement any action. All in all a great review of a tough subject, but not a solution to using the synergy such a system could provide. 6 of 6 people found the following review helpful. This book is FULL of useful information! By A. Lile I am almost done reading this book and I have to say that I've learned more from it than from anything else I have read about marketing your business. I used to CRINGE when I thought about marketing my business, because I used to think it meant that I had to go out and call people up. I own a video production company and I also offer a service for small businesses called Social Network Marketing. The chapter on Social Network Marketing in this book is

Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books)

2012-01-26T06:30:00.001-08:00

A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business. He identifies the dos and don’ts and uses real-world examples to prove his points. If you make pitches for new business, this is the perfect book for you.

Amazon Sales Rank: #51190 in Books Published on: 2006-10-30 Original language: English Number of items: 1 Dimensions: 9.17" h x 1.03" w x 6.46" l, 1.05 pounds Binding: Hardcover 288 pages

Review "...pitching is a necessary evil, and here Steel dispenses his wisdom on how to come through the other side" (The Drum, October 17th 2008) From the Inside Flap "What is the most moving, compelling, and ultimately persuasive argument you ever heard? I'll bet that very few people think of an argument they heard in a conference room presentation."During his phenomenal twenty-year career in advertising, Jon Steel has won more than ninety percent of the new business he has pitched, winning multi-million dollar contracts from clients like Nike, Sony, Pepsi, Porsche, and Hewlett-Packard. Now this professional "pitching coach" for one of the world's largest marketing communication conglomerates shares his secrets. Steel explains how you really create presentations that win hearts, minds, and new business. He also draws on intriguing presentation examples from the real world—including the O. J. Simpson trial, Bill Clinton's presidential debates, the speeches of Sir Winston Churchill and Dr. Martin Luther King Jr., and even his own marriage proposal to his wife. Steel identifies the "presentation crimes" committed every day across the business world and the pillars on which all successful presentations are built. He discusses audience psychology, the importance of listening, and how to use real-world examples to make points more powerfully. Perfect Pitch covers every aspect of the pitch process, from assembling a presentation team to rehearsals and the preparation of compelling leave-behind documents. A must-read for advertising and sales professionals, this book is a should-read for anyone who makes pitches of any sort—from sales professionals to Realtors who list and sell houses to business executives who want to seal deals. The book ends with an inside look at London's successful dark horse bid for the 2012 Olympics—a perfect pitch. From the Back Cover Praise for Perfect Pitch"Good ideas are so frequently undermined by bad presentations that it is almost tragic. Steel not only understands the art of persuasion, he cuts a swath through the bad habits that dominate so much of business communication. This is an absolute must-read for anyone whose success hinges on the ability to get others to act on an idea."—Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide"If you're in sales—and who isn't these days?—you need this book. Steel is felt by many to be among the finest new business presentation architects in the last twenty years. His book represents pearls of wisdom from a master."—David Verklin, CEO, Carat Americas"I have seen Jon Steel present on several occasions and I'm happy to report that he writes as well as he presents. I recommend this book to anyone who has to engage and persuade an audience for a living."—Simon Clift, Chief Marketing Officer, Unilever PLC"In our business we live and die by the quality of our work and the quality of our new business presentations. Now, Steel has written the bible on presentations. I'm patiently waiting for him to write the other bible we all need."—Mike Hughes, President and Creative Director, The Martin Agency

Most helpful customer reviews 14 of 14 people found the following review helpful. The lost art of presentations By Gareth Kay I have to disagree with the previous review. Perfect Pitch is a powerful call to arms to the lost art of presentation writing and, more importantly, making compelling arguments. It made me realize some bad habits I've fallen into which need correcting and the need to take back control from technology. I think the most powerful point in the book is the need to build the two minute argument for any presentation before you fire up PowerPoint. 9 of 9 people found the following review helpful. Re-discovering the art of engaging storytelling By Amelia Torode Jon Steel is a rare breed of truly smart, creative thinkers. Though originally from an advertising background, The Perfect Pitch is by no means simply an "advertising book." It is a book about ideas and how to sell them, regardless of your business. Jon believes that in business we all too often hide behind boring Powerpoint slides as it is easier to simply read from a slide than it is to step out and actually engage with your audience. He believes in finding an active insight from which to base the strategy and thinking and from there, developing an engaging and motivating story. Essentially in a pitch situation you have a limited period of time to connect with your audience and involve them in the story you are telling. It's not about animated slides or embedded video links. William Goldman, the scriptwriter, has a very similar premise in Adventures In the Screen Trade. He too talks about the critical importance of the pitch (in his case, pitches for movies) Goldman highlights the importance of finding the hook that captivates and motivates your audience. Having had the pleasure of working with Jon, in fact on one of the pitches that he references in the book, it is fair to say that he practises what he preaches. The advice he gives is refreshingly free from jargon and rooted in simple common-sense that sometimes we can forget. This book is an essential tool for anyone who is ever in pitch situations with their clients. 18 of 21 people found the following review helpful. More than an anti-powerpoint rant By Phome It would be easy to dismiss (or embrace) Jon Steel's book as a tirade against powerpoint. To say that at worst it's nothing more than a tirade against the poor use of a presentation tool (actual clip art died around the same time as the Queen Mother didn't it?) and that at best that it's an intelligent attack on a tool that has changed the way that we think. Both arguments miss the point. Yes turning Winston Churchill's best speech into PowerPoint is the highlight of this book but it's one point amongst many. What this book seems to me to be about is creating the space, time and atmosphere needed to think. Whether that means taking a sledgehammer to your blackberry or your officemates to a baseball game the message remains the same - you win business when you have better ideas than other people; and you have better ideas than other people when you allow your subconscious to do some of the work. Yes the book occasionally meandors, but then so do the best brains. Yes it draws on personal experience, yes it works its way through some seemingly unconnected thoughts, returning to connect only some of them - but then isn't that the central argument in the book. It's the curious mind that wins the day. So whilst this isn't a bullet pointed, Donald Trump-esque WIN. AT. ALL. COSTS. BY. DOING. IT. THE. BILLIONAIRE. WAY. ! ! ! ! kind of book it is a kinder, gentler, more human, more nuanced and ultimately more insightful peek behind the curtain of big business and what it takes to get the people with the big bucks to buy your ideas. Perfect Pitch may not be the book that thrusting young American execs may think that they need, it won't be on the shelves of any of the 'contenders' on The Apprentice - which is why so many of their ideas will be as

CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone

2012-01-25T05:45:00.001-08:00

FACT: Your brain is being controlled-and you don't even know it. Because if you think the ads you're seeing today are just pretty pictures with nice, creative copy, you're mistaken. Truth is, you are being powerfully influenced by dozens of proven scientific principles of advertising psychology... little-known techniques of consumer persuasion that go completely unnoticed by the buying public. And they're causing you-and millions like you-to spend enormous amounts of money every day on countless products and services. But what are these principles? How do they work? And how can you use them in your own advertising?Prepare yourself for a unique learning experience as author Drew Eric Whitman takes you on a wild, roller-coaster ride through the streets of New York's famed Madison Avenue and teaches you the specific psychological techniques that today's top copywriters and designers use to influence the masses... and how you can use them to rapidly increase your sales, no matter what you sell.In 207 fast-moving pages, Whitman teaches you dozens of well-guarded secrets that he learned during his 25+ years in the ad business, including:*60% of people read only your headline and what to do about it*Captions under photos get 200% greater readership than non-headline copy*Ads with sale prices draw 20% more attention* To double your ad's attention-getting value, you must enlarge it 400%*Four-color ads are up to 45% more effective than black and white*Prices ending in "95" are less effective than those ending in "99"*The psychology of size... page positioning... typefaces... pricing...social proof... and color*How to make people believe what you say*How to persuade people to respond*Effective tricks for writing psychologically potent headlines*What mistakes to avoid at all costs*What you should always/never do in your ads*Expert formulas, guidance, tips and strategies*And much more.

Amazon Sales Rank: #27886 in Books Published on: 2008-11-03 Original language: English Number of items: 1 Dimensions: .60" h x 5.90" w x 8.70" l, .65 pounds Binding: Paperback 208 pages

Review "CASHVERTISING is a virtual blueprint for persuading the consumer mind. It's fast, fun, and a must-read for businesses in all industries." --Roger Dawson, author of Secrets of Power Negotiating"Wow! Simply the most powerful advertising toolkit I've ever seen. Gives you instant access to hundreds of proven techniques and priceless psychological insights, presented with verve and humor. Whitman knows his craft inside out, and he's clearly done his homework...I only wish his book had been around when I was starting out! Buy it and save yourself years of trial and error." --Richard Bayan, author of Words That Sell"The author has surveyed the broad field of salesmanship and distilled it down to a series of principles, secrets, and response-boosting techniques in a well-organized, entertaining, and easy-to-read format. Whether you are a newbie or veteran, Drew Eric Whitman's CASHVERTISING is a reference you will turn to again and again." --Robert W. Bly, author of The Copywriter's Handbook About the Author Drew Eric Whitman (a.k.a. "Dr. Direct") is known internationally as a dynamic consultant and trainer who smashes old advertising myths like a china-shop bull. Teaching the psychology behind the response for more than 23 years, he worked for the direct-marketing division of the largest ad agency in Philadelphia, was senior copywriter for the country's leading direct-to-the-consumer insurance company, and associate copy chief for catalog giant Day-Timers. His work has been used by companies ranging from small retail shops to giant, multi-million dollar corporations, including: the Advertising Specialty Institute, American Legion, Amoco, and Texaco. His intensive AdPOWER! Clinic teaches business people how to use consumer psychology to boost the effectiveness of their ads, brochures, sales letters, Websites, and more.

Most helpful customer reviews 36 of 37 people found the following review helpful. The Michael Jordan of Ad Psychology Books By Compay I have developed several hundred websites over the last decade, optimized them for Google, and have literally made millions for my clients. I'm always looking for a new edge in advertising, for myself and for my clients. Ca$hvertising offers that edge. I was skeptical when I noticed that the book had only five-star ratings, I wondered if the reviews were fake. By the time I was halfway through the second chapter, I realized that this book absolutely delivered. Whether your focus is on print ads, or in web promotion like myself, Ca$hvertising breaks down WHY people respond to certain ads. Once the author explains why people buy, he offers ideas on how you can make those people your customers. Whitman explains exactly how you can tap into the desires that all humans are naturally born with. These aren't theories or assumptions, he backs these techniques up with concrete psychological studies. The second chapter, on the 17 principles of consumer psychology, is worth its weight in gold. All humans are born with a built-in set of desires, and the author explains exactly how you can tap into them. While most of the book is geared towards print advertising, I found that a great deal of it could be applied towards internet marketing. Plus, the guy is downright funny, and the book is written in a conversational tone that makes you forget that you're actually learning something. Let me cut to the chase. Every day that you don't own this book, you're losing money. Buy this book today, and it will teach you how to persuade people to pay for your product or service. 10 of 10 people found the following review helpful. Practical, timeless By kerrjac Don't be turned off by the book's cheesy title or cover. Whitman's advice is top-notch. I run a small startup, and I frequently browse marketing books and websites, hoping to give it an edge. It's easy to come across marketing advice, but it's surprisingly hard to find good advice. Authors frequently hop on trends, tout new advertising mediums, or simply apply techniques from their favorite companies. Whitman's approach favors the fundamentals. Ca$hvertising synthesizes a large body of marketing research, and it provides a framework for applying these findings. The framework is focused on the customer, and what he or she is thinking. The book is a best-practices manual for how to win people's attention and get them to act. The writing is accessible, and as Whitman's voice comes through, you find yourself thinking about advertising differently. Where other books might have you come up with marketing plans or play around on, say, Adwords, Ca$hvertising gets you to focus on the right aspects of your message. The book consists of many advertising tips and trick-of-the-trade. It covers practical questions that you might (or should) find yourself asking, such as what colors to use and how to anchor your message. The bulk of the book goes over these in a list-like fashion. But Ca$hvertising is much more than a random collage of tips, research, and examples/anecdotes. As I got accustomed to Whitman's point of view, I began to see how his advice stems from a coherent and useful framework, and in a very short time I began to think more critically about marketing. Whitman further excels at summarizing a large body of research in a concise, accessible, and even entertaining manner. He lets you know when an issue is all but settled, or when it's complex and controversial; and where relevant, he points you to further sources. Marketing books tend to be filled with 'radical' advice, and further complicating things, many large companies and popular marketing campaigns are also pretty radical and out there. It's easy to think that simply by being extreme and hoping on the latest fad you can be successful as well. But there are two sides to every correlation - and even though every

Kotler on Marketing: How to Create, Win, and Dominate Markets

2012-01-24T05:30:00.001-08:00

Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

Amazon Sales Rank: #541208 in Books Published on: 1999-04-21 Released on: 1999-04-21 Original language: English Number of items: 1 Dimensions: 9.40" h x 1.10" w x 6.40" l, 1.04 pounds Binding: Hardcover 272 pages

Amazon.com Review For more than three decades, Philip Kotler has been the authority on marketing for business grad students around the world. (His seven textbooks on various aspects of the topic are available in 18 languages in 58 countries, for example, while his seminal Marketing Management is considered the most widely used volume among all MBAs.) Even with all these publications, and a consultation/seminar practice aligned with firms such as AT&T, IBM, Michelin, Shell, and Merck, Kotler never committed to paper his popular theories concerning the ways in which executives and their managers should approach their real-life marketing programs. Until, that is, Kotler on Marketing. Comprehensive yet clear, this new compendium finally synthesizes Kotler's vast experiences and proven ideas into a single accessible resource. Three meaty initial sections address a series of strategic, tactical, and administrative concerns, ranging from identifying opportunities and building brand equity to utilizing outside intelligence and evaluating performance. A brief fourth part titled "Transformational Marketing" offers Kotler's perspective on "the revolutionary impact on the marketplace and marketing practice of the new technologies ... and new media" including the Internet, fax machines, sales-automation software, cable TV, videoconferencing, and "personal newspapers." --Howard Rothman From Publishers Weekly If you want to learn marketing, you have to come to Kotler. He is both a pioneer of modern marketing and the leading popularizer of the field. His Principles of Marketing is ubiquitous in business schools throughout the world and he has two other textbooks for advanced classes. Now he gives readers a new way to tap his vast knowledge. The book covers the full range of marketing management and, of course, addresses Internet marketing. Readers won't find the mathematical depth or theoretical rigor that make Kotler's textbook an unpleasant surprise to students expecting an easy course. In fact, this book assumes readers will have a good deal of business experience. It's a terrific capsule of Kotler's marketing savvy. The most significant drawback is that Kotler shows only positive models of successful marketing. This is fine for illustrating general principles and techniques, but it doesn't teach the judgment required to tell good applications from foolish ones. The upshot is that uncritical readers may discover that a little learning is a dangerous thing. Despite these qualifications, this is a fine book on marketing for a general audience. Copyright 1999 Reed Business Information, Inc. From Library Journal Kotler, the S.C. Johnson Distinguished Professor of Marketing at the Kellogg Graduate School of Management at Northwestern University, has been writing tremendously popular marketing texts since 1969. Here he has synthesized the materials from his textbooks and marketing seminars to produce a compact and readable review of marketing theory and practice that will allow the reader a quick and thorough overview of the field. Kotler (The Marketing of Nations, LJ 8/96) also has a useful appendix on characteristics and strategies for marketing in various types of business. Notes listing references for further study are included, and a subject index is promised. The text is practical and thorough yet remarkably readable and digestible. As a result, this title belongs on the shelf of every business executive as well as entrepreneurs and small business people.ALittleton M. Maxwell, Business Information Ctr., Univ. of Richmond, VACopyright 1999 Reed Business Information, Inc.

Most helpful customer reviews 22 of 22 people found the following review helpful. The Maestro of Marketing speaks again� By Jill Clardy Kotler's latest book is a great refresher course on marketing in the new millennium. The organization and prose of the book make it an enjoyable read, not at all academic and stuffy. We're using it as a textbook in an MBA Marketing Strategy course, and it is comprehensive and insightful as to the new challenges of marketing. The book is organized into four parts:Part One: Strategic Marketing - including sections on building profitable businesses through world-class marketing; using marketing to understand, create, communicate and deliver value; identifying market opportunities and developing targeted value offerings; developing value propositions and building brand equity.Part Two: Tactical Marketing - developing and using market intelligence; designing the marketing mix; acquiring, retaining and growing customers; designing and delivering more customer value.Part Three: Administrative Marketing - planning and organizing for more effective marketing; evaluating and controlling marketing performance.Part Four: Transformational Marketing - adapting to the new age of electronic marketing.Whether you read the book from cover to cover, or add it to your reference library and just read specific sections, you will find it full of useful theories, practical advice and many current examples. 40 of 44 people found the following review helpful. Philosophy, psychology, psience and the pfuture By Michael Gering Philosophy, psychology, psience and the pfuture Kotler on Marketing, by Philip KotlerFuture prosperity, we are told, revolves around generating demand and not around cutting costs. For this reason, marketing is perhaps the primary challenge of any good management team. The marketing executive is routinely expected to target a market, position a product, match features to benefits, select channels, and establish the pricing policy. In addition he or she allocates and primes the sales force, manages the brand, and manages category profitability. Indeed, it has been said, that the best training for a future marketing director is a short spell as CEO.Professor Kotler is often regarded the world's foremost marketing authority. He has been writing textbooks over four decades and his eight hundred and fifty-page book, Marketing Management, is widely referred to as the bible. In Kotler on Marketing, he takes the reader through a whirlwind tour of the marketing discipline. Marketing is more than "selling with a college degree". Rather it supplements selling, using strategic tools, such as segmentation, and tactical tools, which help match benefits to needs. As Dilbert says, the most important segment is the `stupid rich', and if you sell enough units there, then you develop economies of scale and can sell to the `stupid poor', the segment "where the real volume is". The book has four chapters on strategic marketing which teach us how to build value and deliver brand equity. It then has four chapters on tactical marketing which teach us to design the marketing mix, and two chapters on administrative marketing, which involves planning, organising, evaluating and controlling. It has a further section on transformational marketing, looking at trends and predicting the essential marketing issues of the future.Management textbooks are well known for their acronyms and alliterative lists, the three R's, the four P's, and the seven S's to name a few. This book is contains many such lists from winning marketing practices, to an updated version of the four P model, as well as the five generic value propositions. Each chapter has questions at the end to help the manager "apply the content to his company's situation", and there is an appendix at the end looking at success strategies of marketing in different industries.Jane Gephart, editor of the Sloan Management review, asks her contributors if they can write an

Multichannel Marketing: Metrics and Methods for On and Offline Success

2012-01-23T05:00:00.001-08:00

No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.

Amazon Sales Rank: #158915 in Books Published on: 2008-04-28 Original language: English Number of items: 1 Dimensions: .68" h x 7.37" w x 9.15" l, .98 pounds Binding: Paperback 312 pages

From the Back Cover Bridge the Online-Offline Chasm and Achieve Measurable SuccessNo longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line.This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics. Learn how to:Develop better marketing programs and get the data to prove itTap into the secrets of online, direct, and brand marketersApply proven techniques to build loyalty and grow lifetime valueCreate actionable customer profiles to determine the best sales opportunitiesOptimize online-offline advertising programs to get the best ROIMeasure online and offline lift in your marketing programsSelect the right metrics for your specific needs—from online to direct to brand marketing, and moreCollect measurements and report on customer behavior across channels About the Author Akin Arikan is a Senior Segment Manager for Internet marketing at Unica, where he is responsible for ensuring customer satisfaction with Unica's web analytics and Internet marketing solutions. Clients with case studies in this book include AIRMILES, Best Buy, Vodafone, and Wachovia. Akin is an award-winning industry speaker, frequent contributor to magazines, and blogger (www.MultichannelMetrics.com).

Most helpful customer reviews 15 of 16 people found the following review helpful. Groundbreaking book on multichannel marketing metrics! By Daniel Waisberg In this book, Akin Arikan walks us through the whole process of measuring online and offline activities using Web Analytics. He presents both theoretical advices and live examples of how his theories have been (can be) applied. As a Web Analyst and an online marketer I look forward to adding the methods presented in the book to my repertoire. The jargon alerts alone are worth the read. The book is very well written and should be required reading for marketers and analysts on the web. The interaction between online and offline is becoming more and more important, and companies must understand how to integrate all their marketing efforts. I warmly recommend reading this book. 6 of 7 people found the following review helpful. Extermely engaging book on Multichannel Marketing By D. Stephen As the online and the offline worlds collide from a marketing perspective, practitioners need to be fully prepared to leverage the wealth of opportunities this creates. The Multichannel Maketing book is targeted to this exact cause. As an online marketer myself, I found this book extremely engaging and useful as we delve into combining our online and offline marketing efforts. Since the only way to prove that our marketing efforts are paying off is measure, measure, measure, the measurement and metrics section of this book gave me a good grounding on what I need to do in terms of metrics. Overall, it's a great book, especially if you are looking at multiple channels to achieve your marketing goals. 3 of 3 people found the following review helpful. Vu, Thuy-Lieu By T. Vu Multichannel Marketing by Akin is a book to read for those who are interested in learning how to efficiently measure online and offline marketing channels - geared toward the specific situation. He provides multiple scenarios that are realistic and applicable. Akin paints the picture in your mind then he helps you through the analytical tactics step by step. What closed the deal was the jargons he highlighted for each concept he drew for the readers to see. Akin reveals a fine point which is if marketing is all about the customer then it is inevitable that the metrics should be customer-centric as well. He divides his book into three parts and focuses on each aspect. It is amazing that interrelated relationship in marketing channels is initiated from a simple connection of technology and marketing a few years ago. Multichannel Marketing begins, continues, and ends with multiple examples and clearly defines what "measuring marketing" was and is today. How cleaver is it to be able to predict precisely what consumers will do? Reading chapter 2 will answer that question! He shows us why and how we could integrate the metrics and methods to analyze the consumer which in turn will identify the perfect marketing strategy. I would recommend this book to new born marketers, career changers (to marketing), "the IT guy" and any one who's plain curious about consumer behaviors. See all 11 customer reviews...

Maxi-marketing: The New Direction in Advertising, Promotion, and Marketing Strategy

2012-01-22T05:00:00.001-08:00

Rapp and Collins, founders of one of the largest direct marketing agency networks, reveal the new direction that is revolutionizing the business world. The development of computer technology allows for a more reliable, cost-efficient mode of selling.

Amazon Sales Rank: #2268805 in Books Published on: 1989-03-01 Original language: English Binding: Paperback 304 pages

Social Media Marketing and Small Business

2012-01-21T04:45:00.001-08:00

Social Media marketing does not have to be overwhelming, mysterious, or immeasurable, as a promotional tactic for small business. Most business books about social media marketing tend to focus on the variety and types of online media (Facebook, Twitter et al), instead of focusing on developing Social Media marketing plans. It’s no wonder that small business is reluctant to get involved with social media. It seems most Social Media marketing books have lost their business focus and adopted a simple mantra: Be everywhere and do everything – Online videos! Podcasts! Blogs! Mobile Marketing! Those are impossible, meaningless recommendations for a small business owner already overwhelmed with responsibilities.The process of developing workable Social Media plans relies less on utilizing multiple Social Media outlets and more on developing marketing goals appropriate for this promotional channel that measurably improve profits. Any new marketing initiative, including Social Media, should be incorporated seamlessly into existing business objectives.Additionally, like any other promotional channel, a campaign should produce results that are quantifiable upon completion or at milestones along the way. Developing a plan with built-in metrics gives your project energy and momentum; for if you really knew you could reach your customers and measure your success; would you still be ambivalent about pursuing Social Media marketing?To benefit from this book, you don’t need a great deal of previous knowledge of Social Media and the many, many Websites that are part of this online phenomenon. It is much more important to develop an organized planning process that leads to the technology choice, rather than relying on the technology to create a marketing plan. As the business owner, you should be in control.Social Media provides marketing advantages to small businesses as the medium both leverages and magnifies your existing business strengths. This book focuses on how small business can incorporate Social Media marketing into existing business plans and measure results.About the AuthorStephen Wilson is a small business consultant who specializes in Social Media marketing.

Amazon Sales Rank: #406329 in eBooks Published on: 2010-08-07 Released on: 2010-08-07 Format: Kindle eBook Number of items: 1

About the Author Stephen Wilson has been in marketing and advertising for over 20 years. He is a consultant to small business and specializes in social media. His blog, Basic Marketing, centers on marketing challenges facing small business.

Mobile Marketing Guide For Local Businesses: Mobile - The New Economy

2012-01-20T04:30:00.001-08:00

This book is for local business owners who want more customers. Mobile Marketing Guide For Local Businesses reveals proven marketing strategies to acquire new customers who live in the new mobile economy. Your customers are mobile and their mobile phones are their connection to your business. Seventy-six percent of your customers use their mobile phones to go online and check reviews about your business, compare prices on the products you sell, and contact you or locate your place of business. Currently there is a huge chasm between mobile consumers and local businesses. 95% of consumers have mobile phones and want to access information about your business on their phone, but only 2% of local businesses provide them a means of doing so. This presents a huge opportunity for any local business that decides to cater to the mobile market. To put it differently, only 2% of local businesses are going after 95% of the market. A mobile customer is five times more likely to buy when they are mobile, rather than sitting behind a desk at the office, or sitting in front of the TV or computer at home. This presents a huge opportunity for you to gain market share and generate more income. This book guides you though the unfamiliar territory of mobile marketing, and shows you how to reach the mobile marketplace. It lays out the foundation of every mobile marketing plan, and then builds on that foundation with multiple proven strategies to acquire new customers and to get old customers to return to your business and spend more money. Think of it this way: mobile is the new economy that leads to more customers, more repeat business, more sales, more revenue, and more profits. What are you doing to capture the mobile consumer? It doesn’t matter if you own a law firm, a dental practice, a hair salon, a coffee shop, a restaurant, a plumbing business, or a landscaping business, this book is for you. This book is for any business that wants more customers. It is also for any business that wants more revenue from their current customers. If that describes you, then you need to read this book and learn how to tap into the new mobile economy.

Amazon Sales Rank: #2258648 in Books Published on: 2011-05-06 Original language: English Number of items: 1 Dimensions: .45 pounds Binding: Paperback 168 pages

Brand New China: Advertising, Media, and Commercial Culture

2012-01-19T04:15:00.001-08:00

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang's experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research. This book unveils a "brand new" China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization. Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society. (20080218)

Amazon Sales Rank: #462586 in Books Published on: 2010-04-10 Original language: English Number of items: 1 Dimensions: .1 pounds Binding: Paperback 432 pages

Review This book will find a readership among industry participants, students of China, and academic researchers of China's rapidly emerging consumer culture. There are few persons better qualified than Jing Wang to speak about China's cultural reforms, and Brand New China fills a gap in the literature. --Michael Keane, author of Created in China: the Great New Leap Forward (20080305)Few have gone as far as Jing Wang in combining marketing research with cultural analysis, and no other author has provided as detailed, penetrating, and up-to-date a portrayal of the processes of transnational advertising and marketing in China. Brand New China is a fast-paced and fascinating book. --Yuezhi Zhao, author of Communication in China: Political Economy, Power and Conflict (20090306)In Brand New China, Jing Wang uses Chinese advertising as an optic through which to scrutinize this tension between Eastern and Western approaches to the market...Her book is a thoroughly enjoyable and well-written tour d'horizon of branding and advertising strategy. --John Feffer (The Nation )Brand New China uses the methodology and perspectives of cultural analysis to produce a detailed study of branding and advertising in China...The book is original, well researched and based on a wide-ranging appreciation of both popular and literary Chinese culture. --Delia Davin (Times Higher Education Supplement )Brand New China blurs the line between storytelling and statistical analysis, making for an interesting, complex read...Think of Freakonomics crossed with your freshman year anthropology textbook crossed with a business meeting--no-nonsense, analytical, and frequently surprising...Wang brings China forth as an individualistic consumer culture that may shock Western readers with both its idiosyncrasies and parallels to Western markets. She offers insight on what is today an immensely important piece of the international puzzle, and cleverly pulls together the psychological and traditional elements of commercial culture to create a well-rounded, illuminating read. --Rachel Smucker (popmatters.com )This book is not only important to professionals and scholars with an interest in China--Brand New China will be a valuable resource for anyone interested in the future of advertising. --Christina Spurgeon (International Journal of Advertising ) About the Author Jing Wang is S. C. Fang Professor of Chinese Language and Culture at MIT, Chair of the International Advisory Board of Creative Commons China Mainland, and the author of High Culture Fever and The Story of Stone.

Most helpful customer reviews 4 of 4 people found the following review helpful. Thoughtful examination of marketing in China By Rolf Dobelli This is a hybrid book, part academic treatise and part business report. Although her practical experience in the world of advertising is minimal (consisting of several summers spent working in an ad agency in China), professor Jing Wang has applied her academic skills to study advertising in China. Her book does not speak primarily to advertising practitioners as much as to her fellow academics. Much of her content will also interest media professionals - if they can stay the course through her interesting, but somewhat disorganized professorial prose. getAbstract finds that Wang is at her best when relating anecdotes about advertising successes and failures in the Chinese market. She also shines when providing cultural insights that show how and why Western marketers have failed in the Middle Kingdom. Wang speaks with almost glowing anticipation of what the Olympics might achieve on behalf of "Brand China." Though published in 2008, her book clearly went to press before the earthquake, the fresh controversy over Tibet and the demonstrations that brought a new kind of attention to the Chinese Olympics. 1 of 1 people found the following review helpful. an exquisite account of modern-day chinese advertising and consumer culture By sinologist I was surprised that a cultural studies critic can produce a book that is so much fun to read and so creative in its treatment of topics that most humanities academics are not equipped to talk about. Unlike most books that recycle a single thesis in every chapter, this book grips your attention from the beginning to end. Every chapter opens up a new terrain. I learned a great deal about contemporary China (not just about Chinese consumers and advertising) from those intriguing stories and analyses. The author's attempt of breaking out of the methodological confines of his field is quite admirable. I believe that he's quite successful at that. He convinced me that pop culture studies can reinvent itself by taking the vantage point of the business world seriously. The stories in this book are playfully told, the language succinct and witty, and the analysis unpredictable but masterfully delivered. I would imagine that Jing Wang is a rebel of some kind in his field. A very smart book. 0 of 0 people found the following review helpful. surprisingly informative and fun to read By Peter M As a lay reader curious about contemporary China, I was quite surprised by how accessible this book is. Some chapters are a bit difficult to navigate, but the chapters on cell phone, the bobos (which is so much fun!), and the one about Haier are a wonderful read. It was recommended to me by a marketing friend. I thoroughly enjoyed it. See all 4 customer reviews...

ADVERTISING SIN AND SICKNESS: THE POLITICS OF ALCOHOL AND TABACCO MARKETING, 1950-1990

2012-01-18T03:45:00.001-08:00

Temperance advocates believed they could eradicate alcohol by persuading consumers to avoid it; prohibitionists put their faith in legislation forbidding its manufacture, transportation, and sale. After the repeal of the Eighteenth Amendment, however, reformers sought a new method—targeting advertising. In Advertising Sin and Sickness, Pamela E. Pennock documents three distinct periods in the history of the national debate over the regulation of alcohol and tobacco marketing. Tracing the fate of proposed federal policies, she introduces their advocates and opponents, from politicians and religious leaders to scientists and businessmen. In the 1950s, the Woman’s Christian Temperance Union and other religious organizations joined hands in an effort to ban all alcohol advertising. They quickly found themselves at odds, however, with an increasingly urbane mainstream American culture. In the 1960s, moralists took backstage to consumer activists and scientific authorities in the campaign to control cigarette advertising and mandate labeling. Secular and scientific arguments came to dominate policy debates, and the controversy over alcohol marketing during the 1970s and 1980s highlighted the issues of substance abuse, public health, and consumer rights. The politics of alcohol and tobacco advertising, Pennock concludes, reflect profound cultural ambivalence about consumerism and private enterprise, morality and health, scientific authority and the legitimate regulation of commercial speech. Today, the United States continues to face difficult questions about the proper role of the federal government when powerful industries market potentially harmful but undeniably popular products.

Amazon Sales Rank: #776810 in Books Published on: 2007-01-16 Original language: English Number of items: 1 Dimensions: .94" h x 6.38" w x 9.28" l, 1.36 pounds Binding: Hardcover 290 pages

Review “Meticulously researched. A splendid book that is sure to find interested audiences in many academic fields, as well as in activist circles.”—Business History Review“The author quite rightly sees this history as an important element in the unfolding reaction to consumer culture in the United States and the uneasiness sometimes associated with the growth of marketing to children.”—James Gilbert, University of Maryland“Researched in fascinating detail ... a valuable and well-argued addition to the literature.”—Addiction

Web Marketing For Dummies

2012-01-17T03:30:00.001-08:00

By implementing effective Web marketing strategies, you can quickly build a successful Web site and business. But how do you take on search engine optimization and search engine marketing to achieve the results you want? Web Marketing For Dummies, 2nd Edition shows you how! This guide helps you apply your marketing knowledge to the Web world, taking you on the path to online marketing success.In this book you’ll find out how to use online tools to spread your marketing message; establish a strong Web presence; promote your site with e-mail marketing, search engine optimization, pay-per-click, and social networking tools; and measure your marketing success. You’ll also discover how to:Craft an online marketing plan, set site goals, and define your marketUncover what makes an effective online storefront and what your site must offer to encourage shoppersUse e-mail marketing effectively and spread the word via e-newslettersSafeguard copyrights, link legally, and use disclaimers, terms of use, and privacy policiesEntice customers with video blogs, Webcasts and podcasts, or widgets and gadgets on your siteTrack site activity with Web analytics, interpret sales statistics, and determine where problems originateTake advantage of search engines where you can submit your site for freeEncourage visitors to come back and find subscribers for your online newsletterUtilizing the right online marketing strategies can dramatically boost the success of your Web site and build your business. Web Marketing For Dummies, 2nd Edition makes it easy!

Amazon Sales Rank: #596094 in Books Published on: 2008-12-10 Original language: English Number of items: 1 Dimensions: 1.10" h x 7.30" w x 9.00" l, 1.40 pounds Binding: Paperback 432 pages

From the Back Cover Boost your bottom line with your $25 Google AdWords credit — see insideThe Internet has made it possible to spread your marketing message faster and further than ever. This book helps you translate your marketing skills to the online world. From creating a plan to understanding search engine optimization, marketing via e-mail, and making wise use of pay-per-click and banner advertising, here's the path to online marketing success! Prepare your plan — set goals, define your market, know why people buy, and craft an online marketing plan Draw them in — learn what makes an effective online storefront and what your site must offer to encourage shoppers Direct mail, 21st Century style — use e-mail marketing effectively and spread the word via e-newsletters Improve search engine rankings — optimize your site and search terms with best practices and online tools Be a smart shopper — develop a pay-per-click and banner ad strategy that ensures you get your money's worth Keep it legal — safeguard copyrights, link legally, and use disclaimers, terms of use, and privacy policies Tease 'em with technology — entice customers with video, blogs, Webinars, podcasts, or widgets on your site Analyze — track site activity with Web analytics, interpret sales statistics, and determine where problems originateOpen the book and find: Search engines where you can submit your site for free Great ways to encourage visitors to come back A glossary of terms you should know Sites that help you research your market Secrets for attracting attention and keeping visitors interested Ten free ways to market your site Ways to gain subscribers for your online newsletter Tips for generating leads About the Author Jan Zimmerman owns Watermelon Mountain Web Marketing, which has provided Web marketing and site management services for more than ten years.

Most helpful customer reviews 24 of 24 people found the following review helpful. Excellent Overview of Internet Marketing By Thomas C. O'Malley Jan Zimmerman's Web Marketing For Dummies gives you an excellent overview or summary of internet marketing tactics and strategies. She clearly helps you determine the purpose of your website and how to drive traffic to your website or landing page. She covers many topics from search engine optimization to blogging. This book helps anyone who is starting online marketing and it provides an excellent checklist for experienced webmarketers. In fact, her Web Marketing Methods Checklist in chapter 2 is worth the purchase price of the book alone. When you want to "drill deeper" on any particular online marketing strategy, you will then have to explore other online marketing resources and information. For example, Peter Kent's Pay Per Click Search Engine Marketing For Dummies provides thorough information about pay per click advertising, including Google Adwords. In short, I highly recommend Web Marketing for Dummies for both new and experienced internet marketers. 14 of 15 people found the following review helpful. A must have if you own a web site By Lloyd Metcalf As a small tackle shop owner, and not a marketing Guru, I found this (as well as many of the Dummies books) to be worth every penny a hundred times over. Because of this book, our web site and plan got an overhaul that WORKED. Straight forward advice, links and dos and don't about getting your website out there, useable, web friendly, and real world ideas on how to bring qualified traffic to your site. I would suggest this before you dump money into adwords, or any other strategy you find online at random. We found connections inside to usability studies, digital customer service tips, real working costs of aquiring new customers, guerrilla marketing techniques. Simply put, if you have a website, or are getting one, you need this book. I will be buying an updated copy with every new release to keep on the cutting edge of what REALLY works in the digital world. 8 of 8 people found the following review helpful. Great intro material, but lacks depth By Jeremy J. Baker This books is a good primer on Web Marketing, but it does not go into detail(as is the case with most Dummies books). I already knew most of the material in this book. If you are new to web marketing, this is probably a good book to get you started. If are not a novice, you will probably not learn anything new. All of the material in this book can be found on the web for free, but it is nice to have a bunch of nice introductory marketing information in a book. See all 10 customer reviews...

Contemporary Advertising

2012-01-16T03:15:00.001-08:00

Contemporary Advertising, 12/e is one of the best-selling advertising texts in this field. Known as the "coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.

Amazon Sales Rank: #119852 in Books Published on: 2008-10-24 Original language: English Number of items: 1 Dimensions: 4.00 pounds Binding: Hardcover 736 pages

Most helpful customer reviews 11 of 12 people found the following review helpful. Good intro to Advertising By A Customer Maybe I'm a little biased, because Mr. Arens was my professor while I attended San Diego State. I really never knew how good this book was until I started working in Advertising. I highly recomend it for anyone who is looking to have a better understanding of this field or for anyone who is considering it as a career. Good for any side of advertising (i.e. creative, account, traffic, etc...) 6 of 6 people found the following review helpful. Contemporary Advertising By Halifax Creative User Group This is not only contemporary, but comprhensive. An excellent text that covers the range of history that leads to today's form of advertising, showing what has worked in the past, the present, and through the ages. The text has excellent explanations of specific campaigns. Examples such as the rise of Mountain Dew, and how it became the strong brand today from the original drink mixer for moonshine is but one such example. The text covers workflow and patterns that are unique to ad creation and leads the reader through the process through detailed copy, real world examples, and finished products. Perhaps one of the suprising chapters is the production techniques. Too many come out of school with what they think are the goods on good advertising, but missing the boat on production and the inhereint limitations and production efforts involved. While not a how-to, the text certainly explains the processes. The text goes into great length about how different forms of media use advertising. Radio is to Billboards as print is to televison, so the various sub types, buying patterns, influences and importance of each is well covered. Overall a great resource for the classroom as well as some catch up reading for those confined to one form of media when branching out. This should be in every agency's library. 7 of 8 people found the following review helpful. Great book, but wordy By A Customer Great reference for marketing communications from advertising to sales promotion for new comers to the field. Good resource for small businesses as well. Outstanding examples throughout the text. Very readable, but could be more concise. See all 14 customer reviews...

The Complete Guide to Writing Web-Based Advertising Copy to Get the Sale: What You Need to Know Explained Simply

2012-01-15T02:45:00.001-08:00

Since the advent of the Internet and since more and more people are making purchases online, writers have had to adapt to composing copy for the Web. Contrary to what many people think, writing for the Web and writing for print are not the same and involve very different skill sets. Instead of struggling to find the right words, copywriters should read this new book from cover to cover to discover how to write sales-generating copy. The Complete Guide to Writing Web-based Advertising Copy to Get the Sale will teach you how to make your copy readable and compelling, how to reach your target audience, how to structure the copy, how to visually format the copy, how to forget everything you ever learned about writing, how to pull in visitors, how to convince visitors to buy, how to outline and achieve your goals, how to create a customer profile, how to create a unique selling position, how to include searchable keywords in the copy, how to convert prospects to paying customers, and how to compose eye-catching headlines. In addition, you will learn about the trends in Web-based advertising; the categories of advertising; the important information that needs to be included in your copy, such as what you are selling, what sets your product apart from the competition s, where you are located, what makes your product affordable, and why you yourself would buy the product; writing in the inverted pyramid style; the do s and don ts of Web-based advertising; and key phrases to incorporate in your copy. We will also provide you with some common mistakes to avoid and tips for writing, revising, and proofreading. By incorporating the principles in this book, you will take your Web-based advertising copy from boring to brilliant, while boosting your sales and increasing your customer traffic.

Amazon Sales Rank: #1736727 in Books Published on: 2008-07-03 Original language: English Number of items: 1 Dimensions: .70" h x 6.00" w x 8.80" l, .75 pounds Binding: Paperback 288 pages

Most helpful customer reviews 2 of 2 people found the following review helpful. Copywriting gem By Colin C. Mccandless Vickie Taylor emphasizes repeatedly in her book "The Complete Guide to Writing Web-based Advertising Copy to get the Sale: Everything you Need to Know Explained Simply," that the keys to writing effective web-based advertising copy are brevity and clarity. She provides the role model for her recommended approach in this "How to Guide" geared towards freelance copywriters and business owners. Taylor writes in a straightforward and conversational style that is both concise and informative. Her purpose is to provide suggestions and advice on basic design guidelines for improving copy appearance and developing quality web content so one can increase sales, and she does so in a clear, efficient manner. Taylor shares tricks of the copywriting trade from successful professionals in the business, which provide not only real-world examples, but practical advice and tips from experts who have been through the growing pains and know what works and what doesn't. However, Taylor doesn't sugarcoat the copywriting business and is up front with her readers concerning its challenges. "The creative world of advertising is tough stuff," Taylor writes, which she follows later with, "writing copy is not as easy as it may seem." You can tell from the myriad quotes she incorporates into her work from other literary minds that Taylor has a writer's sensibility: her wide-ranging references to authors include Stephen King, Ray Bradbury, Truman Capote, Sun Tzu, George Bernard Shaw, Samuel Johnson and others. She dispenses good advice throughout, emphasizing a diverse background and diverse experiences to help inform copywriting and reminding copywriting novices that being effective ("words drive the sale") is more important than being creative. Taylor includes helpful sections such as a "Day in the Life," a contrived, but pragmatic scenario where you imagine a day in the life of a typical consumer in your target market so you can learn how they operate and how to best reach them. Also useful is a sample creative brief she develops for a fictional company called "Guac-n-Rock" guacamole which presents a relevant example to business owners seeking to reach their target audience. Although her focus is writing advertising copy for Internet media, she explains how to write for different types of media and various types of ad web copy such as e-mail marketing. Taylor even includes a section on blogging and new media that describes how incorporating blogs into a business allows you to have an interactive site that connects with consumers on a more personal level. While the book does contain some extraneous material (the section on "Creative Aerobics" can probably be jettisoned) her overall message is consistent and novice copywriters or small business owners should find it valuable. 4 of 5 people found the following review helpful. Not about copywriting, not by a copywriter, but not horrible By ReaderDiva This is not a horrible book, if you look at it as an introductory marketing book. It's not about copywriting. The writer doesn't even know what copywriting is (it's sales copy, not blogging or editorial). That's not an opinion. THAT IS WHAT COPYWRITING IS. This author is a graphic designer who has written some content. If you're looking for a basic marketing book, it's passable. If you're looking for a book on COPYWRITING, you should look for something by Bob Bly, Hershel Gordon Lewis or another copywriter. This is a common mistake, but it is very frustrating to buy a book and find out it's not even about what the title says. 6 of 8 people found the following review helpful. Don't buy! This book is really poor! By L. Fassbender This book is really useless. It has not been written by a real copywriter and its content is very superficial. Here are some suggestions from the author: - Use a telephone number on your website so that customers can

Do-It-Yourself Direct Marketing: Secrets for Small Business

2012-01-14T02:30:00.001-08:00

In direct marketing, you don’t have to spend big to make a big impact. This updated, new edition of direct marketing whiz Mark Bacon’s acclaimed nuts-and-bolts guide gives you surefire do-it-yourself methods for waging sophisticated, high-power direct marketing campaigns—at a fraction of what it costs the big guys. Thoroughly revised and expanded, this indispensable Second Edition covers all the essentials for success, including:The Internet as a direct marketing channel—from setting up Web pages to the latest, cutting-edge technological advancesNew information on reaching specific target groupsHow to use all types of direct marketing media—mail order, telemarketing, radio/TV, newsletters, end print adsDealing with the postal serviceInsider money- and time-saving tipsDozens of examples of complete, "combat-tested" direct marketing packages, letters, forms, and checklistsStrategies for identifying market niches, tracking responses, creating a direct-mail database, and much moreThe original edition of Do-It-Yourself Direct Marketing was a selection of both Fortune Magazine Book Club and Business Week Book Club. "One of the best books I’ve seen on how the small business person can use direct marketing techniques."—Dr. William A. Cohen, author of Building a Mail Order Business

Amazon Sales Rank: #2890267 in Books Published on: 1997-10-14 Original language: English Number of items: 1 Binding: Paperback 290 pages

Most helpful customer reviews 9 of 9 people found the following review helpful. Can't get any better than this! By nicole1@startelco.net every page is packed with out of this world info to help promote your business - the techniques are suitable for small businesses (even really small businesses), with practical, low-budget techniques - a must-have for anyone who wants results- includes a checklist to use before ads and mailpieces go to print - 5 stars! See all 1 customer reviews...

Understanding Sponsored Search: Core Elements of Keyword Advertising

2012-01-13T02:00:00.001-08:00

This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do certain keywords work, while others do not? Why does that ad work well, when others that are similar do not? Why does a key phrase cost a given amount? Why do we measure what we do in keyword advertising? This book speaks to that curiosity to understand why we do what we do in sponsored search. The content flows through the major components of any sponsored search effort, regardless of the underlying technology or client or product. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing, and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations, and with enough detail to lead the interested reader to further inquiry.

Amazon Sales Rank: #2313809 in Books Published on: 2011-07-25 Original language: English Number of items: 1 Dimensions: .80" h x 6.30" w x 9.30" l, 1.15 pounds Binding: Hardcover 304 pages

Review "Jim Jansen proves that theory can make practice a whole lot more profitable. In this book, he explains how and why most search marketers miss their targets, and shows the reader exactly how to construct effective search marketing campaigns. While search marketing rules and features come and go, Jim's insights stay evergreen. If you've ever wondered what Human Information Processing Theory, Credence Goods, and George Carlin's Seven Words You Can't Say on Television can teach you about profiting from tiny online ads, Jim's your man. I'm going to quote from this book a lot, and people will think I'm a genius." Howie Jacobson, Author, Google AdWords For Dummies, askHowie.com"Wow, finally Jim Jansen shares his insights and helps level the playing field! Professor Jansen and his students have consistently scored in the top 1% of the world's largest search marketing contest, the Google Online Marketing Challenge. If you are serious about keyword advertising, this book merits the number one position on your bookshelf." Professor Jamie Murphy, Murdoch University and Lead Academic, The Google Online Marketing Challenge"With Understanding Sponsored Search, Jansen has delivered an insightful and well-researched exploration of fundamental search advertising principles that bridges the gap between academic study and everyday keyword buying, in an enjoyable book that pushes the boundaries of sponsored search. A definite must-read that ought to be required reading in the sponsored search industry." Brett Tabke, Founder and CEO of WebmasterWorld.com; Founder and CEO of PubCon About the Author Jim Jansen is an Associate Professor at the College of Information Science and Technology at The Pennsylvania State University. He has authored and co-authored more than 200 research publications, with articles appearing in a wide range of journals and conferences. He is co-author of the book Web Search: Public Searching of the Web, co-editor of the book Handbook of Research on Weblog Analysis and author of the book Understanding User-Web Interactions Via Web. Jansen is a member of the editorial boards of eight international journals and serves on the research committee for the Search Engine Marketing Professional Organization (SEMPO). He has received several awards and honors, including an ACM Research Award and six application development awards, along with other writing, publishing, research, and leadership honors. He is also a Senior Fellow at the Pew Research Center with the Pew Internet and American Life Project.

Most helpful customer reviews 0 of 1 people found the following review helpful. Excellent overview with practical analysis By Don Turnbull I reviewed one chapter of Professor Jansen's book and found it to be a great introduction to Sponsored Search. It provides a deep background on search systems and keyword advertising on the web including the How's and Why's of SEM. I highly recommend this book for beginners or students. Experts will also learn a thing or two as well. Don Turnbull, Ph.D. [...] See all 1 customer reviews...

Digital Advertising: Past, Present, and Future

2012-01-12T01:45:00.001-08:00

What did we learn from the 12K banner? Is the big idea dead? What would Bill Bernbach think about digital advertising? Why are the Swedes so bloody good at it? How can you shape the future of digital advertising? Is peep culture the new pop culture? What does the agency of the future look like? All these questions and far more are covered inside Digital Advertising: Past, Present, and Future, a collection of essays from 24 Digital Creative Directors and business leaders. Rory Sutherland, President of the IPA and Vice-Chairman, Ogilvy Group UK describes it as 'An A-list group of authors writing brilliantly and affectionately about the subjects they know best."

Amazon Sales Rank: #1030358 in Books Published on: 2010-10-19 Original language: English Number of items: 1 Dimensions: .42" h x 9.02" w x 6.00" l, .61 pounds Binding: Paperback 184 pages

Most helpful customer reviews 1 of 1 people found the following review helpful. a 3 part book, with 3 distinct sections By Matthew Scott I have spent some time with the kindle version of this book; reading it intermittently whilst in transit. One thing I can say is, the essays are short and mostly punchy - which is great for that sort of haphazard reading. But let me get into it, a quick review, divvied up into the broad sections as it was presented. PAST I'd say this section serves to highlight common "origin stories", the peculiarity of those who were into digital advertising at its very beginning, and therefore present a few key bits of advice. And thankfully, these bits of advice are based on a long-term point of view - serving to remind the reader (expectedly within the industry) to step back and remember to not get caught up in the pace of change we imagine on a daily basis and see "how we got here". And take comfort in some of the contants of communication that have been forever exposed by the rise of the internet. PRESENT This is a very interesting section. On one hand, it is basically a bullet point how-to for modern advertising. It reiterates many points we have heard in various statements over all the conferences and meetings of the past few years. Of course it is presented that much more succinctly across a set of essays. On the other hand, this section is bookended by a some non-standard essays. The first 2 are imaginary conversations where the "key learnings" are hard to pick out - but exist nonetheless if you take the stories as a whole. The last 2 are stories about specific cultures that we all could learn something from. Key traits, takeaways, practices that are culturally ingrained and possibly hard to understand out of context. But within that are some pretty interesting reminders of what matters most in advertising, as rediscovered (through necessity), by digital agencies. Because they had to be scrappy, they had to figure out a new medium and thus context. The learnings presented here reminds us of what has always worked within advertising, and highlights some of the rationale (if you will) behind behaviour and culture. FUTURE This was by far the most engaging section of the book for me personally. As I am interested in the future of communications and the business of agencies and marketers in general I found many of the essays in this section to be insightful, relevant and rewarding. Indeed, I made notes and bookmarks on many a page in this section. Not only that, but there is a very good range of important topics covered in this final section, including: dispelling myths, behavioural economics, driving principles, and of course future predictions. In particular, I'd like to call out the two essays by Johnny Vulkan and Daniele Fiandaca as quite refreshing in how direct they were in addition to being thought-provoking. Not only that, but these essays speak to the types of organisations that can produce good, relevant work in the future and how we can create them. I'd like to gush about these essays some more, but I'd suggest the book is worth the cost just for this section alone (not to downplay the very smart people behind the other essays). In summary, I'll say that it took me a while to get thru the PAST section as it was mildly relevant to what I am interested in (but like a good coffee conversation). The PRESENT section was full of good content presented in variously informative ways. And finally, the FUTURE section was great from start to finish and beneficial, I think, for anyone with a career in marketing to read. 0 of 0 people found the following review helpful. Interesting thoughts from interesting people By Oscar This is a very interesting book that I think a lot of advertising people would benefit from reading. For me personally (been working with digital media most of my career) some of the subjects and thoughts feel like they have been discussed a lot lately but it's always interesting to

How to Market Your Business: A Practical Guide to Advertising, PR, Selling, Direct and Online Marketing 6th edition (Business Enterprise)

2012-01-11T01:15:00.001-08:00

Written in straightforward language, this guide offers tested advice on constructing profitable marketing strategies for any business. Explaining how to revitalize products and services with some basic marketing know-how, How to Market Your Business covers market research, advertising, promotion, selling techniques, product launches, and using the internet -- everything a business owner needs to ensure their product reaches the market successfully. This new edition has been thoroughly rewritten to stay up-to-date with all the new marketing channels, in particular those offered by the internet. With a strong emphasis on practical advice, this is a useful guide for anyone marketing on a tight budget, regardless of their level of marketing experience.

Amazon Sales Rank: #2081095 in Books Published on: 2008-05-28 Original language: English Number of items: 1 Dimensions: .70" h x 6.32" w x 9.18" l, 1.09 pounds Binding: Paperback 256 pages

Review "A complete and comprehensive guide for business on how to approach marketing and how to do it effectively and efficiently." -- The Midwest Book Review

Most helpful customer reviews 2 of 2 people found the following review helpful. For any businesses who want to optimize their sales approach By Midwest Book Review Why do so many enormous corporations pour so many of their dollars into marketing? Because it works - "How to Market Your Business: A Practical Guide to Advertising, PR, Selling, and Direct and Online Marketing" is a complete and comprehensive guide for businesses on how to approach marketing and how to do it effectively and efficiently - covering all topics such as research, pricing, advertisement, online sales, demonstrations, and other topics that must be addressed when trying to move a product. "How to Market Your Business: A Practical Guide to Advertising, PR, Selling, and Direct and Online Marketing" is highly recommended to community library business collections and any businesses who want to optimize their sales approach. See all 1 customer reviews...

The Blueprint for a Successful Practice: Methods of Marketing Your Business & Increasing Your Bottom Line

2012-01-10T01:00:00.001-08:00

Finally, altogether in one book, you will find all the secrets to a successful practice for healing professionals. This book gives you countless pieces of advice, including: free and low cost marketing methods, tried-and-true ways to "make the sale" with potential clients and referral sources, methods to attract ideal clients and keep them coming back for more, multiple ways to co-exist with managed care and Employee Assistance Programs, and opportunities where you can save money and increase your efficiency. This book also contains various words of wisdom and thoughtful supportive messages for you to use during your practice-building journey and beyond! This book is primarily focused on healing professionals, but would also be valuable for any other type of professional in private practice.

Amazon Sales Rank: #910917 in Books Published on: 2009-11-28 Original language: English Number of items: 1 Dimensions: .65 pounds Binding: Paperback 196 pages

About the Author Gina Spielman's schooling and professional life has all been in Illinois, some in rural areas, but mostly in the Chicago metropolitan area. She attended Southern Illinois University, where she received a BA in Psychology, and then attended University of Illinois-Chicago where she earned a Master's Degree. She is a Licensed Clinical Social Worker and a Certified Hypnotist. For the past 13 years, she has been providing psychotherapy as well as managing her private practice. At the time of writing this book, she had two counseling offices. One in Naperville, Illinois, which would be considered a typical Chicago suburb, with an urban feel. Another in Oswego, Illinois, which is more of a small-town atmosphere. She has also worked many years in national Employee Assistance Programs (EAPs) as well as in managed care settings. Having a proven track record of building up a successful group practice, Gina has countless "tried and true" suggestions and recommendations. She has also learned the hard way with various methods and shares those as well. She decided to write this book after realizing she had volumes of useful information from all the years of working as a professional, as well as everything she has learned from building a practice. In general, other professionals seemed to be unaware of several ways they could market themselves free or low cost, as well as other tips on how to increase income. They frequently tried to "pick her brain" to find out how a practice can receive so many referrals. Often, other professionals wanted information on the "ins and outs" of insurance and EAP companies. Also, she had realized that she may think a bit differently than most other therapists, seeing ways that they may not see, in regards to practice-building, marketing, and increasing income. With her practice, when all of the counselors began to have schedules full of clients, Gina found herself not having to use the information and skills (in practice-building) anymore. She had to do something to keep her passion alive, so she started a consulting service for other professionals on how to build their practices, and then started the book! Gina hopes that you will take full advantage of this book for you and your current or future practice.

Most helpful customer reviews 0 of 0 people found the following review helpful. The right book at the right time! By Mary Lee I just started my own part time private practice in September of this year. I had bought one other "how to" build your practice book and was left uninspired. Since purchasing and reading this book I have started my own website, got my practice listed on free web based directories, sent out 3 press releases (with one already making print!), contacted potential referral sources and basically overhauled all of my expectations for my new practice. What I like about this book is that it is very specific..."do this" "I don't suggest this" "and here is why..." I have referred another person to this book after owning it only 3 weeks. If you are feeling clueless as to how to market your practice, what to do next and more importantly what not to do next, this is the book to buy! As an aside, this author practices in a nearby town and is very successful in her practice, that alone should be reason enough to take the suggestions she is making. 0 of 0 people found the following review helpful. Well written & very helpful By Eric This is a well written and inspiring book that will be very helpful to anyone just starting a practice, as well as anyone with an existing practice looking for advice on how to expand. The book contains a lot of practical ideas that anyone can implement and see quick results. Includes ideas and advice on everything from marketing to how to get paid, that would benefit all therapists. 0 of 0 people found the following review helpful. Great Read, excellent source of information! By Eileen This is a wonderful tool for anyone who is looking to increase their profit margins and overall productivity. This book doesn't only explain the importance of business management, but how effective you can be in all areas of your business. From marketing plans to business plans - this is a must have when getting started on your journey to become a successful practioner. See all 3 customer reviews...

101 Ways to Promote Your Web Site (101 Ways series)

2012-01-09T01:00:00.001-08:00

With hundreds of proven tips, tools, and techniques, this freshly updated edition explains how to make the most of the latest Web 2.0 trends and techniques such as RSS, blogs, podcasting, and mobile marketing for online success. Entrepreneurs, corporate marketing managers, small business owners, consultants, webmasters, individuals, new media professionals, and website designers will find this guidebook invaluable for developing online strategies. A companion website provides up-to-the-minute internet marketing news and expanded information. From optimizing websites for search engines and incorporating dynamic public relations strategies to offline promotion and ensuring customer satisfaction, this handbook is unbeatable for helpful online promotional resources.

Amazon Sales Rank: #483986 in Books Published on: 2010-09-15 Original language: English Number of items: 1 Dimensions: .74" h x 7.48" w x 9.30" l, 1.33 pounds Binding: Paperback 392 pages

Review "Just the 'toolkit' we needed to successfully launch our online business!" -- Patti Ellis-Hedden, http://www.everyopportunity.com"One-stop shopping cart full of industry secrets that totally contributed to our strategic Internet marketing plan." -- Dr. Harvey Silverstein, Concentrics Communications Canada, http://www.cca.com"Susan Sweeney's Internet marketing savvy is dynamite! We increased our hits immediately." -- Harriet Reid, CyberDesign, http://www.cyberdesign-nb.com"This is exactly the key information I needed for my Internet marketing campaign. Ask me if I'm doing cartwheels." -- Jeff Morris, http://www.LobsterDirect.com From the Author The Author, Susan Sweeney (susan@connexnetwork.com) For the past several years I have consulted with many firms across the world on Internet related subjects, delivered many workshops, and spoken at many conferences on the topic of Internet Marketing. In my dealings I began to notice that the same questions continued to arise "Why don't people visit our site? I paid someone to design it so we could use it as a marketing tool". The truth is that, in most cases, the Web site designer has very little to do with the actual online marketing of your Web site. The Web site has to be designed to be search engine friendly, and this is something that has to be recognized by the Web designer. However, this is only a small portion of what must be done to receive a high volume of traffic to your site. In my workshop we cover all the different ways to increase traffic to a Web site. The response was always the same, "Susan, you should put all of this information in a book. It would be a great tool to have." I wrote this book so that people all over the world could learn about the vast opportunities for marketing online and to provide them with the tips, tools, and techniques that I have found valuable to increase traffic to a Web site. Along with the purchase of the book by entrepreneurs and businesses, I found that many Web site designers were purchasing the book in bulk. Curious as to why, I investigated and found that Web site development companies were giving a copy of the book to their clients. Their clients automatically assume that the traffic would come as a result of having a Web site, and they expected the Web designers to make that happen. The Web site designers recognize that the book is a great tool, and by sharing the book with their clients it can help them to gain a clearer understanding of the many different things involved in increasing traffic to their Web sites. They have an appreciation for what has to be done and how time consuming it can be. They no longer expect that building Web site traffic is something that the Web developer will do for free, and if they are unable to dedicate the time to the promotion of the site, they are willing to outsource for these additional services. I feel that this book is an excellent resource for all people who are serious about their online marketing. The book is also accompanied by a companion Web site that is continuously updated with the latest resources. To all my readers, I hope you enjoy the book and wish you lots of success with your online marketing. Review: This book provides a wealth of information for Web site promotion. The information in one chapter alone is worth its weight in gold. The format is accessible and the practical strategies are easy to immediately implement. At the end of each chapter, there is a list of free resources on the web that help you evaluate your Web site, as well as free services that submit your web site to a wider variety of search engines. For a do-it-yourself step-by-step guide to getting your Web site out there with the global giants, 101 Ways to Promote Your Web Site is essential reading. It comes with a password for access to a 'members only' site. About the Author Susan Sweeney, CA, CSP, HoF,

Most helpful customer reviews 38 of 38 people found the following review helpful. Deserves Wide Acceptance By Ralph F. Wilson When I first picked up 101 Ways to Promote Your Web Site, I really didn't expect to find 101 different methods. After reading the book I am sure that 101 is a conservative number. The author includes two chapters on search engine considerations, as well as chapter-length treatment of marketing in newsgroups, signature files, e-mail, discussion lists, newsletters, link trading, award recognitions, meta-indexes, online advertising, affiliate programs, cybermalls, encouraging repeat visits, press releases, e-zines, web rings, offline promotion, traffic analysis, webcasting, and launching a website. In addition, the book has five appendices, including a brief glossary and a sample implementation and maintenance schedule. The book is especially rich in providing URLs for hundreds of sites that provide additional information. I was disappointed to find little or no treatment of two very important Web marketing strategies: search engine positioning through doorway pages and viral marketing.Sweeney does a great job of exposing the reader to the wide variety of methods that can be used to promote a website, but for an in-depth treatment of any of these, the reader will need to consult more specialized books. 101 Ways to Promote Your Website provides an excellent introduction to Web marketing for small to medium-size businesses, and deserves the wide acceptance it has already found in the marketplace. 31 of 33 people found the following review helpful. Book Title and Contents Do Not Match By A Customer The book is better than a few other books I have bought. I have used most of the techniques listed in the book, and I know they work. However, I feel being cheated by the publisher because the book promises 101 ways, and I only found 56 ways. The subtitle is more accurate as it hints that the 101 ways include tips and resources. Also, I'm very disappointed by the companion Web site. All I found are links to other Web sites mentioned in the book!!! There's absolutely no value to this companion site. I would have given this book a higher score if it covers more of the promotion techniques in greater depth. Out of the 56 ways, only 1/3 are covered well, and they are already familiar to most people: seach engines, directories, newsgroups, mailing lists, banner ads, and cybermall. The book could have focused more on the less known techniques such as online seminars, interactive tours, chat rooms, free offers, sponsoring Net events, and techniques used by such popular sites as Amazon.com and CNet. Finally, like many of the Internet books I have bought, some of the information in the book is already out dated. For example, the domain name registration agency is no longer at www.internic.net. The author could have provided some advice on how to keep up with the changes on the Internet. 22 of 23 people found the following review helpful. This Book is a Must Have By A Customer I purchased the first addition of 101 Ways and I was extremely pleased, and when I found out that the second addition was available I immediately ordered a copy. This book is jam packed with effective techniques that I used to help promote my organization's Web site.Personally, I found the additions to this book to be a great asset. The additional chapters on Webcasting Technology, E-commerce, Web Traffic Analysis, and Affiliate Programs were in-depth - yet easy to understand. Unlike other Internet related books, this one doesn't confuse the reader with technical jargon. Instead it is written in plain English and is full of examples that helped me to understand the different online marketing techniques. Needless to say whenever I am doing any online marketing for my organization I have my copy of "101 Ways to Promote Your Web Site" on my desktop! See all 80 customer reviews...

Writing Effective News Releases: How To Get Free Publicity For Yourself, Your Business, Or Your Organization

2012-01-08T00:45:00.001-08:00

Would you like to have your business featured in hundreds of newspapers and magazines, and on radio and television stations around the country? Would you like your name, service, event, or organization advertised at little or no expense? You can with a good news release. The author gives clear, step-by-step instructions to help you understand the essential elements of a good news release and provides numerous examples that have proven to be successful. You will learn what information to include and what mistakes to avoid, how to structure the release for greatest effect and how to incorporate news values that will make your news release newsworthy and spark the interest of editors and program directors. Includes dozens of valuable tips on dealing with the media to assure the best results from your efforts. A must for any business, club, or organization.

Amazon Sales Rank: #551583 in Books Published on: 2008-07-03 Original language: English Number of items: 1 Dimensions: .37" h x 9.99" w x 7.99" l, .80 pounds Binding: Paperback 176 pages

Review Many businesses have reported significant increases in sales as a direct result of stories generated from news releases. Studies have shown that responses to editorials derived from news releases are about seven times as effective as paid advertising, yet cost only a fraction of the amount. People trust editorials as unbiased reporting. Advertising, on the other hand,is looked upon with skepticism because people know the advertiser is trying to sell something. WRITING EFFECTIVE NEWS RELEASES is aimed at teaching you how to get needed publicity with little expense. The book provides a cookbook approach to news release writing that focuses on using news values that are essential for any well-written story. It is loaded with actual examples of news releases which have proven effective in generating publicity. It also includes many insights and helpful hints on working with the media and creating newsworthy ideas. -- Home Office OpportunitiesOh Boy! An entire book on news releases. This is a very, very important book, and here's why: The media needs news. It sounds simple, but it's true. News releases are the tools of the trade for TV, radio, Cable, newspapers, and company newsletters. So many people seem to do news releases wrong, and with hundreds coming in a day, a good news release can make the difference between great exposure for your service, product, or event, or no exposure. The book's biggest selling points: lots of actual news releases are shown and critiqued, arranged intelligently by type of release (TV/radio; non-profit groups, business releases, etc) . Other books have only skimpy info on news releases, this one seems like "the bible"! The addition of an excellent resource section, full of useful reference books, makes this essential for anyone needing free publicity. Highly recommended. -- Cliff Martin, COSMEP Newsletter, The International Association of Independent PublishersWritten by former reporter and newspaper columnist, Catherine McIntyre, the publication offers a cookbook approach to news release writing that focuses on conveying news value, so your stuff gets ink. The book's loaded with examples of releases that have been effective publicity generators. Also includes helpful hints on working with themedia. -- WHAT'S WORKING -- United Communications Group About the Author Catherine V. McIntyre is a successful newspaper columnist and reporter as well as an experienced advertising copywriter.

Most helpful customer reviews 38 of 40 people found the following review helpful. Fantastic Resource! By A Customer When I started looking for information on news releases I read a lot of books on the topic. This book, without question, was the best of the bunch. The author is a newspaper reporter and advertising copywriter and knows what it takes to grab the attention of news editors. Before I read this book I tried for a year to get my news releases puiblished. After reading this book I learned what mistakes I'd been making. Now almost every release I send gets printed. The author outlines a foolproof formula for creating newsworthy releases regardless of the topic. Contains loads of examples of news releases that have proven to be successful. Other books I've read were kind of boring and hard to read, but this one is written in a down-to-earth style that's sparked with humor throughout. A thoroughly enjoyable and useful book. Highly recommended! 25 of 26 people found the following review helpful. Women's Organization By E.Margetts Our women's organization had received no publicity for ten years. Then obtained a copy of WRITING EFFECTIVE NEWS RELEASES and followed the suggestions in the book. Every news release we have sent in since has resulted in newspaper pieces on our group. Even inexperienced people can understand how to write a good news release,because there are so many good examples to follow. Anyone who wants to get publicity should be able to benefit by getting this book. 20 of 23 people found the following review helpful. excellent advice By Catherine Johnson I read Catherine McIntyre's book before writing my first and only press release, to publicize my church's program for children with autism. I did everything Ms. McIntyre told me to do. That press release won my church a story and photos in the New York Times. I should add that I'm a professional writer, so I had a leg up on the topic. But I'd never written a press release in my life. I don't think I'd even read one. McIntyre told me what I needed to know. See all 15 customer reviews...

Dynamic Models of Advertising Competition (International Series in Quantitative Marketing)

2012-01-07T00:00:00.001-08:00

The dynamic modeling and analysis of advertising competition continues to be a topic of importance to scholars and practitioners. The second edition of Dynamic Models Of Advertising Competition reviews empirical and analytical research on the topic and extends the research through analytical and numerical investigation. Three types of model frameworks - Lanchester, Vidale-Wolfe, and diffusion - are combined with two different approaches to developing competitive advertising strategies - perfect equilibria and dynamic conjectural variations - in the analysis of duopoly and triopoly competition. Advertising strategies developed with the different approaches are compared and contrasted to open-loop strategies.

Amazon Sales Rank: #3018847 in Books Published on: 2002-10-31 Original language: English Number of items: 1 Dimensions: .90 pounds Binding: Hardcover 164 pages

Marketing to Women

2012-01-05T23:45:00.001-08:00

Marketing to Women shows why the women's market is the fastest track to strong business results in today's extraordinarily competitive environment, and an increasingly important and powerful market segment which companies cannot afford to ignore. According to marketing authority Martha Barletta, companies that fail to recognize the power of the woman buyer are leaving money on the table. In her book, Marketing to Women: How to Understand, Reach, and Increase Your Share of the Largest Market Segment, marketing expert Martha Barletta presents a compelling business case for why marketing professionals, men and women alike, should allocate real dollars and undivided attention to the largest untapped market in the world: women. She then explains why and how women reach different brand purchase decisions than men, and provides a detailed field guide for creating and executing a complete marketing plan that targets women.

Amazon Sales Rank: #957342 in Books Published on: 2007-01-18 Original language: English Number of items: 1 Binding: Hardcover 288 pages

From Booklist "Women are the world's most powerful consumers." So begins Barletta as she presents her thesis that men's marketing doesn't work for women. We learn that in comparison to men, women have a very different set of priorities, preferences, and attitudes; their purchase decisions are radically different; and they respond differently to marketing media and messages. The purpose of this book, then, is to explain why marketing to women should be different than it is to men and to help readers avoid neglecting women in their marketing strategies, gain understanding of what makes them a worthwhile market, and develop specific action plans directed at women. Barletta presents her model for understanding women's responses to marketing efforts and then applies that model to the planning process for most markets. Also, she urges CEOs to gain an understanding of the importance of marketing to women so that necessary corporate resources and support will be provided. This book offers important insight for today's highly competitive marketplace. Mary WhaleyCopyright © American Library Association. All rights reserved Review "Barletta's book contains more of the kind of information that resonates with marketers, regardless of gender." -- Wharton's Knowledge@Work newsletterBarletta produces solid advice on how to market products that both appeal to women and increase company profitability." -- Harvard Business School, Working Knowledge newsletter From the Back Cover A D V A N C E P R A I S E "If your competition learns before you do, what Marti Barletta knows about marketing to women—you won’t be the alpha anything. Read this book on the way home from the bookstore. And don’t spend another nickel on marketing until you’ve finished it." —Mickey Brazeal, Associate Director, Marketing Communication Program, Stuart Graduate School of Business, Illinois Institute of Technology "If you’re looking for a way to increase sales for your business, you need to read this book. Marketing to Women is an engaging, insightful roadmap to marketing success with women—full of practical advice you can implement today." —Heidi L. Steiger, Executive Vice President, Neuberger Berman, and founder of The Women’s Partnership "Marti approaches marketing to women with a zesty blend of wit and intelligence, backed up with enough just plain marketing smarts to inform and inspire you to take proper advantage of this enormous opportunity. So, after reading Marketing to Women, you may find yourself doing more than adding an element to your marketing plan. You may in fact change your whole approach." —Kirt Hibbitts, Senior Vice President, Director of Marketing Communications, Wachovia Bank "Marketing to Women reveals important insights for successfully marketing products and services to the growing women’s market. When businesses understand and meet the complex needs of women, they can successfully grow their market share. In this book, Martha Barletta provides the tools that enable businesses to do just that." —Jocelyn Carter-Miller, Executive Vice President and Chief Marketing Officer, Office Depot, Inc. "I see the forest! Marketing to Women unveils an incredible market potential that can be leveraged by almost any business today. This stuff should be standard reading for every business executive." —Janet Seese Disbrow, Vice President, National Sales and Marketing,SBC Directory Operations "Ignore this book and you could be leaving half the money on the table. Half of my customers are fundamentally different from the other half. This book shows marketers and salespeople what women want! Well researched and very readable, the book lays out some fascinating findings about gender differences and then illustrates how to translate them into savvy strategy and actionable tactics. Barletta brings real-world experience to her ideas and backs them up with countless examples. Any marketer —male or female—trying to sell to women has got to get this book!" —Paul Iaffaldano, Chief Revenue Officer, The Weather Channel Interactive

Most helpful customer reviews 11 of 11 people found the following review helpful. Good information but it could be more professional. By Mongoose First off, I'm a guy. I found this book had a lot of information that I never knew before. I asked a few women I knew and was suprised that their responses were identical to the information in the book. For example what they liked to see in advertisements and what they said their aspirations were, were identical to what was said in the book. Some of it made no sense to me but it made perfect sense to the women I asked.I have to say I'm disappointed with the minor male bashing in the book. Some of her male point of views are a bit extreme, for example: "Men, on the other hand, are more likely to hold the view that people are important, but no more important or interesting than current events or new ideas in computer animation, or something more material like cars or cameras." I value my relationships and found this a bit extreme. Do all women think this?I took off one star for her point of view on men, but other than that this is a good book. If you are marketing to women, this book will give you insight on the subject. 11 of 13 people found the following review helpful. How to Succeed in the World's Largest Market Segment By Robert Morris In this uniquely informative volume, Barletta answers three separate but related questions: What makes women a worthwhile market? Why market differently to women? and How do we get beyond gender generalities to actionable tactics? In her Introduction, she lists "Eight Myths of Marketing to Women" which, during the course of her book's narrative, she convincingly repudiates. For example, #5: With women, marketing is all about relationships. "While it's true that women put more emphasis on relationships -- personal and corporate -- than men do, their purchase decisions and response to communications are affected by far more than `relationships.' From word meaning to word-of-mouth referrals, product priorities to Internet usage patterns, women differ from men in many, many marketing dimensions. And, to overlook their complexities would be to undermine the effectiveness of your company's programs." According to Barletta, there are four components of the women's market: earning power ("What's in her wallet?"), high-net worth women ("the ultimate asset-holders"), consumer spending power (the "household chief purchasing officer"), and women in business ("controlling the company checkbook"). A majority of consumers in the U.S. are women. Research indicates that online spending will increase 26% this year to $96 billion. Consumer spending accounts for two-thirds of the economy and women influence 95% and make 85% of all consumer buying decisions; moreover, the majority of corporate purchasing agents and managers are women. Female entrepreneurs account for 70% of new business start-ups. If you are still unconvinced of the upside potential of marketing to women, consider these facts:* Between 1970 and 1990, the number of women living alone doubled from 7.3 million to 15.3 million and this pattern has continued.* At least 55% of those online each day are women.* By the year 2010, women will control 60% of wealth in the U.S.* College students were responsible for $210 billion in sales in 2002 and 58% of them were female.* Women purchase more than 50% of the cars and own more than 46% of the homes in the U.S.* More than half of all business travelers are women.In Part II of her book, Barletta introduces and then explains what she calls the GenderTrends™Marketing Model, a systematic and simple tool to help her readers understand, reach, and increase their share of the world's largest market -- women. The model is designed to achieve three objectives:1. "Structure the complexities of the gender differences into an organized view of female [in italics] gender culture."2. "Show you how gender culture interacts with each of the 12 [in italics] marketing

Creating Images and the Psychology of Marketing Communication (Advertising and Consumer Psychology)

2012-01-04T23:30:00.001-08:00

The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book.Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.

Amazon Sales Rank: #2602610 in Books Published on: 2006-01-17 Original language: English Number of items: 1 Dimensions: 1.11" h x 6.38" w x 9.00" l, 1.57 pounds Binding: Hardcover 440 pages

Review " 'Creating Images and the Psychology of Marketing Communication' is a veritable 'tour d' horizon' of the psychology of perception, communication, and image creation....it provides something for everyone....the strengths of this book lie in its comprehensive coverage of critical factors that influence the creation and communication of brand images in marketing campaigns and strategies. It should be considered a detailed source book, to be visited, like the buffet, when one has a clear need for a particular piece of brand image or marketing information in mind."—PsycCRITIQUES "...Kahle emphasized that the book is not meant to be the final word on the subject of image marketing. Rather, it provides a useful starting point for scholars and marketing professionals to understand this complex concept as it relates to the diversity of consumer behavior."—Oregon E-News

Here's My Card: How to Network Using Your Business Card to Actually Create More Business

2012-01-03T23:15:00.001-08:00

In Here's My Card, Bob Popyk shows how something as simple as your business card can help you make more sales, create more customers, and increase your business overall. He shows how to use those business cards with a little cleverness and creativity, and how to use them the right way. Networking smarts also help, as the author clearly points out. You also need a plan, specific goal in mind, and a little creativity as well. There are a raft of these ideas in this easy-to-read, easy-to-implement book.

Amazon Sales Rank: #275260 in Books Published on: 2000-04-22 Original language: English Number of items: 1 Dimensions: .51 pounds Binding: Paperback 224 pages

Review "Read this book before you even think about handing out another business card."--Harvey Mackay, author of #1 New York Times bestseller Swim with the Sharks Without Being Eaten Alive"If you want something to take your business up a notch, this book hit the target dead-center. It might be business card basics, but it's clever networking at its best. Read it before your competition does!"--Lou Holtz, legendary former Notre Dame football coach and author of Winning Every Day"Wow! This book is the most complete, easy to implement and practical guide for every person who has business cards. It is a banquet of ideas. In fact, it should be required reading for anyone in the business."--Susan RoAne, bestselling author of How to Work a Room, The Secrets of Savvy Networking and What Do I Say Next?"Whether you're a seasoned professional or just starting out, Popyk's straightforward, practical approach gives anyone a chance to succeed. And it's conveniently written so that it can be digested in one sitting or in many small bites."--Terry Lewis, senior vice president, Yamaha Corporation of America"What a great book! Creative, clever, easy ideas to actually create more business just through simple business card networking. It doesn't matter what business you're in, this book will definitely help you find more customers or clients!"--Vicki Freed, senior vice president, Carnival Cruise Lines

Most helpful customer reviews 32 of 32 people found the following review helpful. Actually, Here's a Lot More.... By Robert Morris Popyk asserts that "Business cards are a start [toward developing a "golden database"]. Personal linking is what makes things happen. If there's no follow-through, nothing happens. That's what this book is really all about." Frankly, until reading it, I really hadn't given sufficient consideration to the potential use of business cards. Of course, I already knew that they are (in Popyk's words) "people linkers" which can be used for "networking, schmoozing, connecting, reaching out, prospecting, selling, and basic advertising." All of us already know that. The great value of Popyk's book is that it reveals all manner of other ways by which business cards can be uniquely and abundantly effective. He shares his observations and suggestions in 97 brief but informative chapters which are organized within three Parts:Networking Know-How and Business-Card SavvyPersonalized PresentationsCreative Design...It's All in the CardsThe book is exceptionally well-written. There is almost nothing hypothetical or theoretical about Popyk's suggestions. All of his key points are anchored in real-world situations. One of the major value-added benefits is the fact that, once you read his book and re-think your strategies while having someone re-design your business card, you begin to see how essentially the same principles can also be applied to marketing initiatives which create or increase demand for whatever you offer for sale. These same principles can also be of substantial value to the cultivation/solicitation process, especially when there is a lengthy sales cycle and the competition is ferocious. In such a competitive environment in which creating a "circle of leverage" is essential, the business card can be invaluable.Individuals as well as organizations must constantly differentiate themselves from so many other options. Massive research reveals that, in face-to-face encounters, body language and tone of voice determine 75-80% of our impact, with what we actually say ranking a distant third in importance. A business card can do so much to reinforce positive first impressions. What it looks like and (yes) what it feels like are often more important than the information provided. Time and thought are required to ensure that the card is also appropriate. (Check out Chapter 95 in which Popyk identifies and discusses "The Best Cards to Go to for Examples." ) With all due respect to positive first impressions (which certainly ARE important), then what? Will the material left behind be equally impressive? Will your card be indicative of your style, grace, class, etc.? It will indeed. If there is nothing distinctive about your card, chances are that that will be the "message" it conveys about you.After reading this book, I had only one regret: That I had not read it before I ordered my first box of business cards many years ago. (I don't even want to think about all the other business cards I have since ordered for myself and my associates.) But to repeat, what Popyk shares has possible applications in virtually all areas of any business operation. Properly designed and produced, a business card can be a "miniature billboard" on display wherever an organization's employees go. (All employees in every organization should have a business card. All of them.) That same card can also be a constant reminder to those employees of their organization's positive values. The cost of a properly designed and produced business card is relatively insignificant. How about the cost of a cheesy business card? If you now carry one, you really don't want to know. 33 of 34 people found the following review helpful. A new business's helper. By Michael J Woznicki You are trying to start a business, you meet people and give them your business card, you get no responses. You are looking for a new job, you hand your card and no response.

Radio Advertising (Ntc Business Books)

2012-01-02T22:30:00.001-08:00

A comprehensive guide for advertisers, advertising agencies, and people who want to sell them time on the radio. Schulberg, with a long career in the radio business, spices up the text with anecdotes and humor. He outlines radio's history and technology, then explains such matters as ratings, creat

Amazon Sales Rank: #543362 in Books Published on: 1996-01 Original language: English Number of items: 1 Binding: Hardcover 256 pages

From the Back Cover The publication of this all-new edition of Bob Schulberg's classic Radio Advertising: The Authoritative Handbook couldn't be better timed. In an era when every business executive is talking about "getting closer to your customers," more and more advertisers have turned to radio--often called the "ultimate personal medium"--as the most effective and efficient way to sell their products and services. Advertisers spend more than $10 billion per year on radio advertising. The key to getting the biggest payback on that investment, of course, is knowing how to do it profitably. And that's what makes Radio Advertising: The Authoritative Handbook so useful and so important. It covers all the traditional methods and approaches, and it also gives the insider's view of all the new developments--the new numbers, the new strategies, and the new tactics--that continue to make radio advertising the most effective advertising medium around. Included is practical guidance for: Choosing the right format for what you are selling Segmenting markets effectively Buying and selling time Creating advertising that works for you and your products Using direct response Getting the most out of co-op dollars Making sense out of ratings Integrating radio advertising into all of your communications plans In the foreword to the first edition of this book, noted commentator Charles Osgood said: "What makes radio such a terrific 'telling' medium also makes it a terrific 'selling' medium. Nobody understands this better than Bob Schulberg." This new edition continues that tradition.

Most helpful customer reviews 11 of 12 people found the following review helpful. The Definative Book On Radio Ad Sales By A Customer I personally know both of these men. As a former GSM, involved in radio sales for 23+ years, I've read almost every book available on the subject. Radio Advertising is easily one of the most complete books on the subject. It's filled with the practical advice that works and more importantly, makes sense. Each chapter can be used as a sales staff training unit. Whether you're a wet-behind-the-ears novice or a seasoned pro, Radio Advertising by Schulberg is one of the best resources you can avail yourself of. It's a college level education for the price of a book. Invest in yourself, your industry and your success. Purchase a copy, read it, practice it's advice and prosper in the art of radio advertising sales. 7 of 7 people found the following review helpful. The Best Reference for Radio Advertising By Michael Delaware This book I found to be not only complete but also incredibly informative. I have personally done a tremendous amount of radio advertising, and I found this book to be very useful in actually obtaining a successful result from my ads. This book will not only give you exact tips on how to compile the contents of your radio advertising campaign, but also provide you with details on how the industry itself works. This book is fantastic and extremely useful to any business owner seeking to get into promoting their company or activity on radio without making it a losing game. I found this book to be truly the authoritive text on the subject and quite unmatched by any other text in the industry. A definite key reference for any serious advertiser's library. 3 of 3 people found the following review helpful. The Definative Book On Radio Advertising By Bruce Bjorkman As a former General Sales Manager in Radio, with 30 plus years experience, I can attest to the value of this book. Both of the authors are radio veterans and know the business inside and out.If you're in radio sales, or want to be, this IS THE BOOK you'll want to build your knowledge with. If you purchase radio advertising, this book will help demystify the medium.As a former radio sales manager,I purchased and gave this book to my sales staff. I wanted them to be equipped with the best knowledge available--this book contains that knowledge.In my collection of books on and about radio, RADIO ADVERTISING is at the top of my list of recommended books about the subject. There just isn't a better volume available. Don't forget-if you purchase the book for self-education, for use in your career or business, you can write it off as a business expense. Well worth YOUR INVESTMENT IN YOURSELF! See all 6 customer reviews...

Marketing Michelin: Advertising and Cultural Identity in Twentieth-Century France

2012-01-01T21:45:00.001-08:00

One of the world's largest tire makers and an international corporation with interests in countries around the world, Michelin is also a uniquely French company, one that throughout its history has closely identified itself with the country's people and culture. In the process, it has helped shape the self-image of twentieth-century France. In Marketing Michelin, Stephen Harp provides a provocative history of the company and its innovative advertising campaigns between 1898, when Bibendum—the company's iconic "Michelin Man"—was first introduced, to 1940, when France fell to the Nazis and the company's top executive, Edouard Michelin, died. Both events indelibly changed the company and the national context in which it operated.Harp uses the familiar figure of Bibendum and the promotional campaigns designed around him to analyze the cultural assumptions of belle-epoque France, including representations of gender, race, and class. He also considers Michelin's efforts to promote automobile tourism in France and Europe through its famous Red Guide (first introduced in 1900), noting that, in the aftermath of World War I, the company sold tour guides to the battlefields of the Western Front and favorably positioned France's participation in the war as purely defensive and unavoidable. Throughout this period, the company successfully identified the name of Michelin with many aspects of French society, from cuisine and local culture to nationalism and colonialism. Michelin also introduced Fordism and Taylorism to France, and Harp offers a nuanced understanding of how the firm effected Americanization and modernization despite the protests of the French public. Through its marketing efforts, Harp concludes, Michelin exerted a profound impact on France's cultural identity in the twentieth century. His ambitious study offers a fresh perspective on both French social history in these years and the relationship between corporate culture and popular culture in the twentieth century.

Amazon Sales Rank: #380082 in Books Published on: 2001-11-13 Original language: English Number of items: 1 Dimensions: 1.48 pounds Binding: Hardcover 376 pages

Review This lively and informative book will be of interest to anyone who has ever navigated their holidays with a Michelin map or one of their red or green guides. (Sarah Howard Times Literary Supplement 2002)Harp encourages us to rethink many of our assumptions regarding the oppositions between tradition and modernity and between national and regional identity... This book is a fascinating contribution to the literature on modernization, regionalism, and consumer culture in twentieth-century France, and it will be of interest to specialists and general readers alike. (David Allen Harvey American Historical Review 2004)By reminding us that businessmen have deployed power and money to advocate causes, or that they have, through their products and their publicity, shaped our quotidian experiences, Harp's broadest contribution is to recognize that cultural history has much to gain by focusing on the producers as well as the consumers. (Michael Miller Economic History Review 2004)Harp's achievement is notable. He has offered a strong base on which to build further studies on the role of advertising in mass culture while contributing significantly to our understanding of French culture. (Guillaume de Syon Technology and Culture )Stephen Harp has written a first-class advertising and cultural history that is both informative and engaging. (Rosemary Wakeman H-France )Highly intelligent and engaging... Harp's sophistical blend of business and cultural history enriches both approaches and should serve as a model for other scholars. (Ellen Furlough Journal of Social History )This is a fine book... a thoughtful analysis of this world-famous icon from the perspective of class, race, nation, and gender... Handsomely produced, it is a good and worthwhile read. (Robert J. Young History: Reviews of Books )Steven Harp's Marketing Michelin is a fascinating, well-researched book. His strengths as a historian and speaker of French are well displayed here. His archival work is also very impressive. (Esther Redmount EH.Net and H-Business, H-Net Reviews )A coherent and useful contribution to debates concerning cultural modernity and French values. (Sharif Gemie European History Quarterly )Harp argues that Michelin is a prime example of how businesses can reshape cultural attitudes and assumptions, particularly through advertising. He analyses the cultural assumptions of France, including representations of gender, race, and class, in a way that is lively, interesting, and informative. (C. R. Day Histoire Sociale ) Marketing Michelin manages to portray twentieth-century France in several of its pivotal transformations, while lending to its portrait the coherence of a well-known cultural icon (Bibendum) traversing the century and changing with the times. (Christine M. Cano Contemporary French Civilization )Accomplishes the difficult task of melding business and cultural history to make a persuasive argument for the critical role of large corporations in the shaping of national culture in the first half of the twentieth century. (Leora Auslander Journal of Modern History ) Marketing Michelin is an interesting, well-written, and thoroughly documented study, an original and engaging contribution that many both inside and outside of the history profession will want to read. (Richard Kuisel, Georgetown University ) From the Publisher "Marketing Michelin is an interesting, well-written, and thoroughly documented study, an original and engaging contribution that many both inside and outside of the history profession will want to read."—Richard Kuisel, Georgetown University About the Author Stephen L. Harp is an associate professor of history at the University of Akron.

30-Minute Social Media Marketing: Step-by-step Techniques to Spread the Word About Your Business

2011-12-31T21:30:00.001-08:00

BIG PRESENCE isn't just for BIG COMPANIES anymore! A social media marketing handbook for small business owners on the go Social media has opened the door to anyone who wants to promote themselves--including small businesses. Designed specifically for busy small business owners, this book puts you on the fast track to maximizing your business's visibility and generating profits—regardless of the size of your marketing budget or the time you have to devote to it. 30-Minute Social Media Marketing provides 22 short chapters packed with real-world examples, templates, sample marketing procedures, and screen shots taking you step-by-step through the essentials. With little time and effort, you will master the arts of: Blogging and microblogging Social networking and bookmarking Audio and video E-books and webinars Direct and indirect marketing Brand and relationship building Word-of-mouth marketing Expanding your reach and establishing your position Integrating with traditional marketing Evaluating results By the end of the book, you will have completed a social-media marketing plan that produces real results and created a strategy for future marketing plans--all in just 30 minutes a day.

Amazon Sales Rank: #622870 in Books Published on: 2010-10-25 Original language: English Number of items: 1 Dimensions: .71" h x 6.10" w x 8.95" l, .80 pounds Binding: Paperback 272 pages ISBN13: 9780071743815 Condition: New Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

About the Author Susan Gunelius is president and CEO of KeySplash Creative, Inc., a full-service marketing communications company, and is the author of more than half a dozen books. For more information, including ways to connect with Susan on the social Web, go to www.SusanGunelius.com.

Most helpful customer reviews 8 of 9 people found the following review helpful. Easy to Understand and Use Guide By Georgia I have "Blogging All-in-One for Dummies" by Susan Gunelius and loved it, so when this book came out about social media marketing I wanted to get it right away. I'm amazed by all of the information in this book. It includes links to tools, sample plans, and examples from small business owners rather than just big name brands that other books include. The best part for me is that this focuses on strategy. I'm not a marketing professional, so understanding WHY I might want to do one thing or another to promote my business through social media really makes this book worth every cent. Of course, it was less than $12, so I think I got way more than my money's worth. If you're trying to promote your business or your blog or yourself (or anything else frankly) online then you really need to read this book. 3 of 4 people found the following review helpful. Good Social Media Resource By Rebecca First things first, let me explain where I'm coming from: I'm a writer who is paid to blog for others as well as consult and advise professionals on their social media endeavors. I bought this book - along with several others - in hopes that I could find several reference works for my clients to use. Fine - and me, too. I'm busy, and social media is such a time eater that I'm not nearly as involved as I used to be. Maybe one of these books could help me (along with my clients) maximize social media efforts in a minimum time frame. True to its promise, 30-Minute Social Media Marketing really does provide the reader with several excellent examples of implementing a social media strategy on a daily basis in a relatively short time commitment. Read the book, and you've got the ground rules - along with lots of links to check out, tips to try, and tricks to streamline things. The 80/20 Rule is great. The Quick Tips throughout the text are good. This is a good book for those willing to invest long-term in a social media marketing plan, and I've recommended it to others who are just getting their feet wet at Twitter, Facebook, and LinkedIn. Particularly at its Kindle price, it's worth your purchase. However, IMHO, there are limitations here. These keep me at the 4 star rating instead of the 5 star that I would like to give. First of all, times are changing so fast that some of the information is already dated. Of course, this isn't the writer's fault, but it does limit the usefulness of the book. Second, I question some of the times within the schedules here - particularly for newbies to social media. For example, ten minutes for a blog post doesn't allow for much of a post - and that's just considering word count, it's not even reaching the issue of SEO (search engine optimization). For beginners, the 30 minute schedules seem, well, optimistic. (For instance, see Chapter 22's sample 30 Minute Marketing Plans where, for example, in one plan a mere 5 minutes is allotted to write a post which includes an image.) Five minutes to tweet (start to finish) seems reasonable - write the tweet, gather your hashtags, shorten the URL, edit as needed to meet that 140 character limit - but a quality blog post? I dunno about that. Hasn't been my experience with my clientele - or with me. For these reasons, I have rated this book 4 out of 5 stars. I recommend this book. - Reba Kennedy 0 of 0 people found the following review helpful. Great Book to Supplement Other Web Marketing Books By Compay I've developed several hundred websites over the last decade, marketed them for Google, and helped my clients make a great deal of money. But I'm always looking for new social media promotion books for fresh ideas.If you're new to internet promotion, this book will serve as a helpful primer. What's interesting is that not only will the tips offered help you connect with potential customers, but they can also improve your Google ranking.Although the author

Building Buzz to Beat the Big Boys: Word of Mouth Marketing for Small Businesses

2011-12-30T21:15:00.001-08:00

Thousands of small, retail stores open every year, but 70 to 80 percent of them close within five years. Many are done in by the big box and Internet retailers who crush competition with low prices and convenience. But smaller retail stores and service providers have distinct competitive advantages: They are local. They can connect on a personal level with customers in a way the big guys can't. And they can add immense value to the customer experience. To capitalize on these advantages, marketing experts Steve O'Leary and Kim Sheehan offer dozens of inexpensive Word of Mouth marketing methods small businesses can use right away. Done well, these efforts will help smaller merchants do more than survive—they'll prosper.For independent retailers to succeed, it is no longer enough to create a loyal customer base. Local store marketers need to put their loyal customers to work, encouraging them to talk about the store to their friends, family members, and others in their social networks. When they do, the result is Word of Mouth (or Buzz) marketing, a powerful tool that creates an army of advocates who become even more loyal and help attract new customers. Besides learning how to leverage the power of word of mouth marketing, readers will learn: -How to understand their customers better. -How to increase customer loyalty to their store. -How to communicate with customers to maintain loyalty. -How to encourage loyal customers to talk to others about their store. -How to create a customer community, both in the store and on line. -How to measure results. The book also includes numerous examples from current businesses, as well as thought-provoking ideas and templates to help readers generate their own successful buzz marketing plans. Most resources available today on buzz marketing focus on techniques for large companies and online retailers. This book offers something priceless for the little guy by showing ways to increase loyalty and gain new customers.

Amazon Sales Rank: #1081797 in Books Published on: 2008-03-30 Original language: English Number of items: 1 Dimensions: 1.03 pounds Binding: Hardcover 200 pages

Review "The Web has caused a redefinition of business systems and how they interact and dialogue with consumers. This is especially true for small businesses, which face challenges marketing their products and services and competing with large, often global competitors. O'Leary (CEO, advertising agency) and Sheehan (Univ. of Oregon) successfully take on the challenge of addressing these important how-to issues for small businesses. They establish a basic road map--customers-conversations-community-commitment--as the organizational framework for this useful work. The objective is to help small businesses use customers to talk about their stores and services with others to help build a growing community of customers and increase sales. As a method, this is word-of-mouth on steroids. This well-organized, lucid book sets forth this operating approach with practical marketing suggestions, and ideas that make budget sense and can be quickly implemented and measured. A how-to book doesn't get much better than this….Highly recommended." - Choice Review "This book gives the small business owner the personal touch tools that a small business needs. It is the perfect solution to the problem of how to compete with the Big Boys." (Glen Adams, Owner of Hair Care Salons, Louisville, Kentucky ) About the Author Steve O'Leary is CEO of O'Leary and Partners, an advertising agency in California. Kim Sheehan is Associate Professor at the University of Oregon. She is the author of Controversies in Contemporary Advertising, and a coauthor of Using Qualitative Research Methods in Advertising.

Most helpful customer reviews 2 of 2 people found the following review helpful. Building Buzz to Beat the Big Boys By Thomas M. Hunter This is 21st Century marketing; a must read for all small business owners who are battling the Big Boys - that's all of us. Steve O'Leary and Kim Sheehan walk you through the process of identifying your customers, and establishing, growing and supporting your virtual customer community. For store owners who are tired of paying for coupons that just discount your price to your regular customers, who are sick of the high cost and low results of radio, television and newspapers, and who want to understand and implement a marketing concept that will yield tangible results, this is where you start. 2 of 2 people found the following review helpful. Great resource guide By James L. Harrington There are tons of great ideas for any sized business in this book. If you use just one idea, it will be well worth the price. I would highly recommend this book to anyone who wants to grow their business. 1 of 1 people found the following review helpful. Best Marketing Book for a Small Business By Michael Berke This book takes you step by step through the stages of building, implementing and measuring the results of a marketing plan that leverages the strengths that a small business has. It is full of real world advice to overcome the resources that large companies have and get the customers in YOUR door. This book does an excellent job of describing where the future of marketing for a small business is going. Read it and get ahead of everyone else! See all 10 customer reviews...

Grow Your Business with Google AdWords: 7 Quick and Easy Secrets for Reaching More Customers with the World's #1 Search Engine

2011-12-29T21:00:00.001-08:00

Become a market leader in under 6 months—powered by Google AdWords™! If your concerns are brand awareness and exposure, you and Google AdWords™ are a match made in heaven. Not only is this innovative advertising system extraordinarily effective, it’s suited for any budget and you can launch a campaign in minutes! There’s one catch: Google doesn’t reveal the secrets behind what works and what doesn’t. That’s where Grow Your Business With Google AdWords™ comes in. Inside this useful guide, international online marketing guru Jon Smith explains how to get the most out of AdWords™ by Developing a winning strategy Coming up with killer keywords Launching an AdWords™ campaign Writing an attention-grabbing ad Tracking clicks and converting them to sales When you have a well-conceived and carefully managed campaign, you pay Google only when real prospects click onto your site—which leads to increased revenue and business growth beyond your wildest expectations.

Amazon Sales Rank: #953491 in Books Published on: 2009-09-08 Original language: English Number of items: 1 Dimensions: .36" h x 7.08" w x 7.10" l, .42 pounds Binding: Paperback 144 pages

About the Author Jon Smith is Strategy Adviser and Head of Deenero at Aedgency.com and was part of the start-up teams for Amazon.co.uk, Kitbag.com, and The Florist Exchange. He is the author of Be #1 on Google.

Most helpful customer reviews 7 of 8 people found the following review helpful. Excellent Guidance for Beginners! By Loyd E. Eskildson Google has revolutionized the business of advertising on the Internet by providing new tools and data that allow thoughtful users to objectively plan and evaluate results. Smith's "Grow Your Business with Google AdWords" provides an excellent overview to help those with new businesses get started, and existing Internet advertisers to improve. Smith begins by pointing out the difference between search engine optimization and search advertising. The former optimizes a site (eg. [...]) so that it is found and highly rated by Google and other search engines, and the latter places ads alongside selected search results (eg. tool rentals). This book is about the latter. Earlier search engines crammed their home pages with links, features, and third-party ads - that was how they made their money. Google's, however, is bare. Google always ranks information-providing sites (eg. Wikipedia) higher than commercial sites. Google makes most of its money through AdWords. Google's 'PageRank" favors 'inbound links' - sites linking to yours, thus giving you 'authority' status per Google, as long as you don't reciprocate. (Previoiusly this was a means of abusing evaluations to raise ranking results.) Product-vending sites are not likely to be highly linked to. In general, the more you bid for a customer's click on your ad, the higher up on the list your ad appears; how effective your ad is and its relevance (eg. location) are also determinants. If your ad doesn't receive at least one click-through for every 200 or so impressions, Google will decrease it's ranking, possibly even disable it. Conversely, an effective ad will gradually cost less to maintain the same position. (The bad news is that competitors will notice your success and copy you - it's a constant challenge.) The Google Search Network is a number of Google partners (eg. [...]) that can be used to expand to non-Google users without having to repeat all the setup work. Author Smith recommends starting out simple, with just Google. Then there's the Google Content Network - hundreds of thousands of quality websites, news pages and blogs (eg. [...], New York Times) that partner with Google to display targeted AdWords ads.The author recommends careful choice of these sites to use. Google will suggest a recommended daily ad budget for starting out, based on historic experience for ads using those keywords in the past. It also recommends bid levels. Another Google option is using 'standard spread' (ads spread evenly throughout the day), or accelerated (show ads as quickly as possible). Other options include location, maximum bid, how billed (per click, per sale), offering different bids at different times of the day, rotating among different test ads to evaluate them compared to each other (this would include playing with price). Negative keywords allow specifying when you don't want your ad shown - eg. when 'free' is one of the search terms. Quoting a price can also quickly screen out those not likely to become customers. Smith also recommends documenting everything, and only changing one element at a time so you can truly understand what is causing what. 2 of 2 people found the following review helpful. You too can run your own Adword campaign By R. Anderson A very effective step by step walk through. I started at zero, knowing little about Adword other than that I needed to do it. The author provides great insight and shows you the 'tricks' that highly paid ad firms want to show you for a lot of money. Go buy this book and try running your own campaign, if that doesn't work, the high priced marketing firm will always be there for you. But I doubt you'll need them:) 1 of 2 people found the following review helpful. Great way to start out By chungking This book is easy to read, provides an excellent overview of the Google search/ads landscape (unlike too

Strategic Advertising Management

2011-12-28T20:45:00.001-08:00

Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together. In this latest edition the topic of promotion has been woven throughout the text. A new chapter on message delivery has been introduced, looking at basic types of promotion as well as alternative ways of delivering advertising and promotion type messages, such as sponsorships and event marketing. A new chapter on understanding cultural differences has also been included for the new edition, giving consideration to issues of culture in respect of advertising strategy and execution. Case studies have been introduced to allow students to critically reflect on the material being covered in each chapter.The online resource centre will be updated in line with the text. The features of this can be outlined as follows:Student:Online glossaryAdditional questionsFurther reading updatesWeb linksLecturer:Suggested IPA case historiesSuggested classroom exercisesPowerPoint slides

Amazon Sales Rank: #268552 in Books Published on: 2009-02-15 Original language: English Number of items: 1 Dimensions: .0 pounds Binding: Paperback 430 pages

Review Strategic Advertising Manangement stands out from all the current marketing communication textbooks by taking an integrated approach. It is exceptional in showing how marketing communication planning informs and inspires the rhetorical strategy and creative executions of advertising and promotional campaigns. Poul Erik Flyyvholm Jorgensen, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus The third edition makes an excellent primer for students and managers wanting to understand the concepts and practices of advertising and promotion management. It explains the complexities of advertising management in a way that makes them accessible to students and practitioners alike. Peter Williams, Leeds Business School, Leeds Metropolitan University This is one of the most straightforward and focused advertising textbooks I have seen Evmorfia Argyriou, Aston Business School, Aston University About the Author Larry Percy is a Visiting Professor at the Copenhagen Business School and Stockholm University, and International Consultant in Marketing Communications and Brand Strategy. Richard Elliott is a Professor of Marketing and Consumer Research at the University of Bath School of Management, and Fellow of St Anne's College, Oxford.

The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications

2011-12-27T20:30:00.001-08:00

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.

Amazon Sales Rank: #428529 in Books Published on: 1999-02-10 Original language: English Number of items: 1 Dimensions: 1.31" h x 6.02" w x 8.91" l, 1.98 pounds Binding: Paperback 560 pages

About the Author John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor’s Citation for Exceptional Academic Achievement.

Most helpful customer reviews 11 of 16 people found the following review helpful. Great food for thought By Despo Lefkariti Reading this book sort of helps you put things you know in the right perspective in addition to giving you valuable insights into our business. It is a MUST read for any advertising professional, especially those involved in Agency management, client service and media. 6 of 10 people found the following review helpful. An International Treasure By ADMAN John Philip Jones is an international treasure in the advertising business. A 25+ year veteran of J. Walter Thompson Advertising, Jones built some of Thompson's most successful agencies and was responsible for some of their most successful campaigns in Europe and around the globe. When he entered academia, the American Advertising Federation awarded him the 1991 Distinguished Advertising Educator award for his work at Syracuse University. This book is the perfect combination of theoretical excellence and real-world practicality. A MUST read for anyone who wants to make their mark in the advertising business today. See all 2 customer reviews...

The Four Keys to Advertising Success: A 1-Hour Guide for Small Business Owners

2011-12-26T20:15:00.001-08:00

The Four Keys to Advertising Success is a one-hour guide to successful local advertising strategies written specifically for the small business owner. It's a step-by-step guide to help small business owners avoid becoming victims of "marketing malpractice." Confused by all the competing claims advertising vendors make, small business owners all too often learn about advertising by costly trial and error. Based on his research that identified four key elements always present in successful advertising campaigns, veteran advertising executive Spike Santee presents proven common sense techniques used by thousands of satisfied small business owners.

Amazon Sales Rank: #2143374 in Books Published on: 2011-04-30 Original language: English Number of items: 1 Dimensions: .19" h x 6.00" w x 9.00" l, .28 pounds Binding: Paperback 78 pages

About the Author Spike Santee can help you avoid making another costly advertising mistake. Spike has over 35 years of experience working with thousands of small business owners across the country, helping them develop affordable and effective marketing campaigns. Spike is himself a small business owner and has held a number of management and senior executive positions in both privately held and publicly traded companies. He has presented this material to more than 30,000 business owners in 63 cities in 26 states. Spike has identified the three biggest pitfalls of BADvertising and can help you learn to spot marketing malpractice.

Pay-Per-Click Search Engine Marketing: An Hour a Day

2011-12-25T20:00:00.001-08:00

The complete guide to a winning pay-per-click marketing campaignPay-per-click advertising-the "sponsored results" on search engine results pages-is increasingly being used to drive traffic to websites. Marketing and advertising professionals looking for a hands-on, task-based guide to every stage of creating and managing a winning PPC campaign will get the step-by-step instruction they need in this detailed guide.Using the popular An Hour A Day format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results.Successful pay-per-click campaigns are a key component of online marketingThis guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultantsExplains core PPC concepts, industry trends, and the mechanics that make a campaign workShows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing modelsDiscusses how to write ads, develop and test landing pages, use ad groups, and leverage Google's content networkCovers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collectedPay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method.

Amazon Sales Rank: #218187 in Books Published on: 2010-08-02 Original language: English Number of items: 1 Dimensions: .85" h x 7.38" w x 9.18" l, 1.31 pounds Binding: Paperback 432 pages

From the Back Cover Craft, Implement, and Measure Winning PPC CampaignsPraise for Pay-Per-Click Search Engine Marketing:An Hour a Day"Szetela and Kerschbaum have crafted a comprehensive how-to manual that should be on every marketer's bookshelf. Read it to understand the phenomenon that's moving from the search results pages to hot social media properties like Facebook and LinkedIn."—John Sculley, Venture Partner, Rho Ventures; former CEO, Apple Computer and Pepsi; and author of??Odyssey"David Szetela has earned an enviable reputation as a no-nonsense teacher and practitioner of pay-per-click advertising. This book reduces this complex topic into simple, daily practices that bring more customers with superior return on your investment. This book includes advanced techniques and concepts that 90% of your competition has never seen."—Perry Marshall, author of??The Ultimate Guide to Google AdWords"David Szetela is like a mad genius of paid search, uncovering an enormous breadth of specific techniques you should be applying to your direct response marketing efforts. Unlike most mad geniuses, there is a remarkable clarity to David's writing."—Andrew Goodman, President of Page Zero Media and author of Winning Results with Google AdWords, 2nd Edition"David Szetela does a wonderful job in covering all aspects of creating an effective and efficient pay-per-click program. His book is likely to become a classic in the field."—Al Ries, coauthor of War in the Boardroom??and??Positioning: The Battle for Your MindA Step-by-Step GuideThis detailed resource helps you develop, implement, measure, and manage successful pay-per-click ad campaigns by following a smart, proven, hour-a-day plan for success. The expert authors help you learn PPC basics and employ savvy strategies for everything from positive and negative keywords to click pricing, ad testing, conversion tracking, and more. Understand the basics of the PPC machine—the auction model, ranking algorithms, and what happens after viewers clickMake sure you're competition-ready with great ad copy and optimized landing pagesMaster the tactics of bidding for position and for keywords, then launch your campaign and monitor resultsExplore the art and science of pay-per-click advertising and see why content and search advertising complement each otherSet dates and budgets, research your competitors' keywords, define your own, and set up Google AnalyticsSee how to leverage Google's content network to make your strategy a successGo mobile with targeted search and content for mobile devicesUnderstand the differences in the Big Three search engines—Google, Yahoo!®, and Microsoft Bing—and how they affect your campaignGather, interpret, report, and act upon the data you collect from your campaignDownload useful templates and tools from the book's official siteYou'll also find:Advanced tips and techniques for the AdWords EditorReal-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoidA step-by-step introduction to Facebook PPC ad creation, targeting, and reporting About the Author Online advertising expert David Szetela is owner and CEO of Clix Marketing, one of the few agencies that specializes exclusively in pay-per-click (PPC) advertising. His PPC articles have been published in MediaPost, Search Engine Watch, Search Engine Land, MarketingSherpa, and on his company's blog (www.clixmarketing.com/blog). He is the Principal PPC Editor of the paper and online publication SEMJ.org and the PPC expert faculty member for the online certification company Market Motive. He is also a frequent speaker at such industry events as Search Engine Strategies, SMX, PPC Summit, and ad:tech. He also hosts a weekly radio show called PPC Rockstars that is distributed by Webmasterradio.fm and iTunes. Joseph Kerschbaum has optimized thousands of PPC campaigns and is Director of Client Services at Clix Marketing. He has written hundreds of articles on paid search advertising for numerous industry blogs, and he is a regular contributor to Website Magazine and Search Engine Land.

Most helpful customer reviews 6 of 7 people found the following review helpful. Step by Step through AdWords By Shelley Ellis I have known and followed David for a number of years. I have always admired his level of understanding for AdWords - both on the search and the display network. When I read his book, I was impressed by the step by step walk through of all the little things that you do (or need to do) immediately after launching an AdWords campaign. I don't believe I've ever seen anyone list all those details and steps in one place. A few of my favorite sections: I highly recommend the section on defining personas under the researching keywords section. Designing effective landing pages is thorough, solid. It was refreshing to see the chapters on how to migrate your campaign into Yahoo and Bing because training and information on PPC strategies around those search engines is very hard to find. 1 of 1 people found the following review helpful. David Szetela - A True PPC Rockstar! By Echo Internet Marketing Hello Amazon (and PPC) People, Many people know David Szetela from his podcast PPC Rockstars on [...]. He is truly a professional and I have learned a ton from him. I really recommend you subscribe and download his podcast and start listening from the beginning. You will truly get an education in Paid Search like no other. I knew David's book would be a keeper and wasn't disappointed. Suffice it to say, he knows his stuff. Yes, you'll find alot of Adwords/PPC books on Amazon that are very kind of slimy/salesy but don't be discouraged. There are a few true pros out there and David is on that Mt. Rushmore. If you like Davids' book, be sure to pick up: Advanced Google AdWords by Brad Geddes Winning Results With Google Adwords by Andrew Goodman Between these three books your PPC training will be complete! Enjoy! Echo Internet Marketing Staff [...] 3 of 4 people found the following review helpful. A must read to better understand the mechanics of a relatively new genre By Marylene Delbourg-Delphis How much do you really know about PPC? If you are not sure - or even if you believe you know a lot, I do recommend this book so that you either enhance or perfect your understanding of an advertising genre that is not even ten years old and is growing faster than other forms of online advertising. It's very well written and addresses marketers as well as the rest of us - because in the end, we all are both advertising recipients and initiators. The book is designed as a monthly methodology course that takes you through all the key concepts and processes involved in PPC marketing. Yet, the outstanding readability of the text makes it a fantastic book on the commercial depths of the Internet for non-specialists. Direct Internet advertising, a science, an art... and a sophisticated iterative process. PPC advertising is all about constant attention to your users and customers - it's a bottom up process, just like in all form social media campaigns. You can't throw your mesage out there and wish for the best - because more often than not, nothing will happen; but if you work at it properly - you will get phenomenal results. So, first define what your strategic goal is about, and then implement it knowingly. Chapter after chapter, the book takes you from understanding why keyword research is one of the most important tasks in the discipline of PPC marketing, how "squeezing meaning and motivation into a tiny space" when you create an ad is a skill by itself, or how to maximize traffic as well as conversion of visitors to customers. Google is a huge network, but you must develop best practices and techniques to get results - as you also should for the Microsoft or Yahoo! networks. So build up your knowledge, test and optimize everything you do iteratively. As the authors sum it up: "Success in advertising is based on the mechanics of getting the advertising pieces into the hands of the right people, finding the right target audience,

Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

2011-12-24T19:30:00.001-08:00

Wake up, it’s revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, then you’re on your way to marketplace irrelevance. “Real time” means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It’s when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it’s when businesses see an opportunity and are the first to act on it. Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don’t have to be among them. Discover Real-Time Marketing and PR and get a clear path to navigate and succeed in the changed business landscape. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller,David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win! From the Book: Benefits to People and Orgainizations that React in Real-Time When you start a conversation, you are recognized as someone who is plugged into the marketplace of ideas If you talk about an idea early, you naturally get more exposure because the threads of conversation stem from what you have said. If you’re late you get lost in the cacophony With a new product, if you are first to market in a hot category, your initial momentum may give you a competitive advantage for many years If you’re an early adopter on a social media platform, you build a larger following than those who join later If you’re first to engage the market, people notice and your offering gains valuable attention If you react early and connect with customers as their concerns arise, they see you as thoughtful and caring From the Book: What's Expected in the Corporate World Vs. Real-Time Business Corporate World: Wait, to make certain Work from checklists dictated by one-year and even five-year business plans Measure results quarterly Execute based on a long-term “new product launch” mentality Organize around multimonth marketing and communications “campaigns” Get permission from your supervisor Run decisions by your staff Bring in the experts, the agencies, and the lawyers Conduct extensive research Carefully evaluate all the alternatives Aim for perfection before public release Respond to customers on your timeframe Engage with media, analysts, and commentators only when it’s convenient and comfortable for you Real-Time Business: Act before the window of opportunity vanishes Revise plans as the market changes Measure results today Execute based on what’s happening now Implement strategies and tactics based on breaking news Empower your people to act Move when the time is right Encourage people to make wise decisions quickly, alone if necessary Make swift inquiries, but be prepared to act Quickly evaluate the alternatives and choose a course of action Get it done and push it out, because it will never be perfect Respond to customers on their time frames Engage with the media at the moment they need your input

Amazon Sales Rank: #227426 in Books Published on: 2010-11-02 Original language: English Number of items: 1 Dimensions: .90" h x 6.34" w x 9.08" l, .96 pounds Binding: Hardcover 244 pages ISBN13: 9780470645956 Condition: New Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

From the Inside Flap Wake up, it's revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance. "Real time" means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it.Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don't have to be among them. Discover Real-Time Marketing and PR and get a clear path to navigate and succeed in the changed business landscape.In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to:Develop a business culture that encourages speed over slothRead buying signals as people interact with your online informationCrowdsource product development, naming, and even marketing materials such as online videosEngage reporters to shape stories as they are being writtenCommand premium prices by delivering products at speedDeploy technology to listen in on millions of online discussions and instantly engage with customers and buyersScale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win! From the Back Cover Praise for REAL-TIME MARKETING & PR"With his acute ear for the cash register and his journalist's sense of urgency, no one understands the value of time better than David Meerman Scott. He teaches marketers and C-level execs how to use time and urgency to gain huge competitive advantage. Read Real-Time Marketing and PR. Make money while your competitors sleep." —Brian Fetherstonhaugh, Chairman and CEO, OgilvyOne Worldwide"If you are not hooked (hook, line, and sinker) within ten minutes of starting David Meerman Scott's wonderful new book, well, I fear for you. Beautifully written cases that reach out from the page and grab you and shake you—and practical advice that anyone, anywhere, can use in a flash to make hay. I simply loved this book, and doubled my knowledge along the way."—Tom Peters, author of The Little Big Things"Information is like running water. The speed of information as it cascades through digital channels has been dramatically accelerated and amplified, requiring marketing to change in order to catch up to this new reality. 'Real time' is the keyword."—Hiroshi Ishii, Muriel R. Cooper Professor of Media Arts and Sciences, Massachusetts Institute of Technology, and Associate Director, MIT Media Laboratory"The world has changed dramatically, and we have now entered a new, real-time era.Dusty business plans are now being crushed by right-now strategy and adaptation. David's book offers the new road map to entrepreneurs, business leaders, and individuals. It's made a big impact on the way I approach our business and our customers; the insight I've gained by reading it is priceless. This important and thoughtful book is a must-read to compete in the next era of business and life." —Josh Linkner, Chairman and founder, ePrize, and author of Disciplined Dreaming: A Proven System to Unleash Business Creativity"We all know that opportunities and threats from the digital world often arrive without warning. They can't wait for discussion at monthly planning meetings. Hell, most times they can't wait for you to finish lunch! Scott's book provides a rationale to help you create a real-time mindset in your own organization."—Bill Sledzik, Associate Professor, School of Journalism and Mass Communication, Kent State University "Right now, opportunities are passing you by as prospective customers and journalists search and chat online for solutions to their problems. David's new book, Real-Time Marketing and PR, gives you the playbook and toolbox to help you act fast and be present as these conversations emerge. However, the real message of the book is one of mindset: 'How can you deliver value faster today?' Entrepreneurs and intrapreneurs focused on growing their profits, customers, and influence now can't afford to wait to read this book."—Richard Jackson, Chairman and CEO, Jackson Healthcare About the Author David Meerman Scott's book The New Rules of Marketing and PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in more than twenty languages, New Rules is now a modern business classic. David's popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers in real time.

Most helpful customer reviews 9 of 9 people found the following review helpful. Acting When It Matters Most By Mark Levy Peter Drucker, who Jack Welch called "the greatest management thinker of the last century," suggested that businesspeople have clear answers to the following three questions: 1. What is your business? 2. Who is your customer? 3. What does your customer consider value? In "Real-Time Marketing & PR," bestselling author David Meerman Scott urges businesspeople to consider a fourth question: "How can you deliver value faster?" With changes brought on by the internet and other forms of technology, the concept of delivering value faster has become, for many, a governing competitive advantage. In this new effort, Scott (who, in full disclosure, is a client and friend) tells the stories of people and organizations that have acted on real-time opportunities, or have built cultures based on delivering value at breakneck speed. Scott writes, for instance, about how TMZ and Politico regularly scoop larger news sources, because TMZ and Politico operate on a model that focuses almost exclusively on "breaking news and instant analysis." He tells us, too, about how ClickSquared gets better open-rates and more upsells when the emails they send are triggered by what's happening to recipients in the moment. Also, in an in depth analysis of the "United Breaks Guitars" story, he discusses how Taylor Guitars and Calton Cases grabbed attention for their brands by taking prompt action on a piece of the whole. If you've read other books by Scott, you know he provides readers with plenty of tactics. This book is no different. In it, you'll learn about using social media, crowdsourcing, videos, mobile devices, media alerts, communications guidelines, and other tools, which will speed up the way you collect and act upon information. The book's greatest service, however, isn't in its tactics. Instead, it's in helping readers develop a "now" mindset - one that will help them take action in a situation as it's happening -- when acting matters most. Once you read Scott's sage counsel and entertaining stories, you'll likely see your business environment in new ways. With speed as a lens, you'll spot opportunities and take action with a swiftness that may surprise you. 4 of 4 people found the following review helpful. How to make the most of an "Always On" World By LucyT David Meerman Scott specialises in real-time marketing. His main point is that we live in an "Always On" world. We encounter opportunities all day long as we meet people and interact via social media and as a result we need to be fleet-footed and flexible enough to seize those chances whenever they appear. Waiting to run ideas past the board is going to cost you dear in the "Always On" world. As someone with a background in 24 hour news, this makes perfect sense. If a story drops on the newswires you need to check it, verify it and broadcast it as soon as possible, because if you don't, another channel will. News did not always move this fast. There was a time when a journalist would be given one story to write first thing in the morning, and they'd have all day to write it. No more. In his book "Real-time marketing and PR" David Meerman Scott exhorts us to both live and respond in the here and now. There's no point sitting around scratching your head about an opportunity that comes your way. You need to respond instantaneously and have the clearance and the confidence of your boss/clients to do that. This means listening to conversations online to find out what is current and acting on it - engaging the media about what they are going to write, not what they have already written - and using your social media relationships to make the most of all opportunities. In a world which is always on, can you afford not to be too? 3 of 3 people found the following review helpful. Right Now By Clint Arthur Watch Video Here: http://www.amazon.com/review/R1D0ADU5VZ6SDC No book in the

Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations

2011-12-23T19:00:00.001-08:00

Web 2.0 makes headlines, but how does it make money? This concise guide explains what's different about Web 2.0 and how those differences can improve your company's bottom line. Whether you're an executive plotting the next move, a small business owner looking to expand, or an entrepreneur planning a startup, Web 2.0: A Strategy Guide illustrates through real-life examples how businesses, large and small, are creating new opportunities on today's Web. This book is about strategy. Rather than focus on the technology, the examples concentrate on its effect. You will learn that creating a Web 2.0 business, or integrating Web 2.0 strategies with your existing business, means creating places online where people like to come together to share what they think, see, and do. When people come together over the Web, the result can be much more than the sum of the parts. The customers themselves help build the site, as old-fashioned "word of mouth" becomes hypergrowth.Web 2.0: A Strategy Guide demonstrates the power of this new paradigm by examining how:Flickr, a classic user-driven business, created value for itself by helping users create their own value Google made money with a model based on free search, and changed the rules for doing business on the Web-opening opportunities you can take advantage ofSocial network effects can support a business-ever wonder how FaceBook grew so quickly? Businesses like Amazon tap into the Web as a source of indirect revenue, using creative new approaches to monetize the investments they've made in the Web Written by Amy Shuen, an authority on Silicon Valley business models and innovation economics, Web 2.0: A Strategy Guide explains how to transform your business by looking at specific practices for integrating Web 2.0 with what you do. If you're executing business strategy and want to know how the Web is changing business, this book is for you.

Amazon Sales Rank: #81256 in Books Published on: 2008-04-30 Original language: English Number of items: 1 Dimensions: .90" h x 6.02" w x 8.52" l, 1.09 pounds Binding: Hardcover 272 pages ISBN13: 9780596529963 Condition: New Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

About the Author Amy Shuen is an internationally recognized authority on Silicon Valley business models and innovation economics, frequent speaker at industry conferences and venture capital events, award-winning strategy researcher. She's taught high tech entrepreneurship, strategy and venture finance to MBAs, technical professionals and executives at Wharton UPenn, Haas school of Business at UC Berkeley, San Jose State University, CEIBS (China Europe International Business SChool) and Ecole des Ponts and Ecole Polytechnique (France).

Most helpful customer reviews 87 of 95 people found the following review helpful. Superb Overview of Web 2.0 By Robert D. Steele I found this book mildly irritating, until I realized that it was in fact perfect for what it sets out to be, an introduction of Web 2.0 concepts for those who know nothing about the Web, i.e. executives who still dictate memoranda, still budget for print advertising, etcetera. O'Reilly has a superb model for leveraging conferences and publishing books, but O'Reilly should have known better than to publish this book in 2008 without reference to Web 3.0. Wikipedia has a fine overview of Web 3.0, start there, I have put the URL in the comment below. I found the book bland and disappointing, and found--when discussing Amazon, for example, the book reads more like an advertisement and has no clue on all the stuff Amazon is not doing (see the comment for two URLs), such as microtext for micro-cash, creating global intelligence councils on poverty and every other topic using top authors, and creating local citizen intelligence minutemen who can do real-time observation in the context of Amazon's excellent S3 cloud, which is in my view operating at less than 10% of its potential because Bezos has two things on his mind: outerspace and Kindle. The end notes and the bibliography are the best part of the book. The index stinks. 7 pages for a 214 page book, should have been at least 14--it was an afterthought and done badly. Better books on Web 2.0 and Generation 2.0 include: Groundswell: Winning in a World Transformed by Social Technologies Mobilizing Generation 2.0: A Practical Guide to Using Web2.0 Technologies to Recruit, Organize and Engage Youth Here Comes Everybody: The Power of Organizing Without Organizations Wikinomics: How Mass Collaboration Changes Everything Better books on the larger scheme of things: Group Genius: The Creative Power of Collaboration The Wealth of Networks: How Social Production Transforms Markets and Freedom New World New Mind Changing the Way We Infotopia: How Many Minds Produce Knowledge The Future of the Internet--And How to Stop It Collective Intelligence: Creating a Prosperous World at Peace 30 of 31 people found the following review helpful. Desperate Miasma of Buzzwords By Abhinav Agarwal A desperate miasma of buzzwords pervades the entire book. The best part of the book is its list of references, but here again, as with the rest of the book, quantity trumps quality. The really good references are buried among the more than 280 references. Sample this profligate plethora of acronyms and hypewords: Long tail. Network effects. Collaborative innovation. Web to wealth. Freemium. Collective user value. Leapfrog link. Competence syndication. Competence capitalization. Online recombinant innovation. Rambling paragraphs interspersed with 'back-of-the-napkin' style charts, authoritative-looking links, economic terms interspersed with catchphrases are thrown in, and then on to the next topic. Scoot and shoot. Rinse and repeat. What is most disappointing is that firstly, the topic of Web 2.0 is much, much more engrossing, exciting, and fascinating than the book suggests, and secondly, the author may in fact be capable of writing a book that does her and the topic justice. Web 2.0 - the moniker given to the combination of technology enabled rich internet applications, collaborative user experiences like wikis, folksonomies, and more - has changed the way most people experience and expect the web to be. Google, Facebook, Twitter, Flickr, Wikipedia, YouTube, blogs are all examples of Web 2.0 based companies. What is less clear is whether Web 2.0, despite all its newness, hype, and substance, is only an incremental step in the path of the continual evolution of the web, or whether it represents a substantially, and fundamentally, different way of doing business and interacting on the internet. This book is an attempt to try and make sense of Web 2.0. The book is short enough that it can

14 Qualities of Successful Musicians, Songwriters and Music Business Professionals (Transcript)

2011-12-22T18:30:00.001-08:00

Regardless of your position within the music industry, this audio book will change your mindset when it comes to running your music business.A few of the things you'll learn...- Killer Time-Saving Tactics Most People Never Use - The Biggest Mistake Industry People Make - How to Use Competition to Sell More Music - Why Being Bold Will Increase Your Income - The Real Reason Major Labels Fail...and Why You Won't - The Most Effective Way to Find Interns, Band Members, and Employees

Amazon Sales Rank: #29058 in eBooks Published on: 2008-11-27 Released on: 2008-11-27 Format: Kindle eBook Number of items: 1

About the Author David Hooper is the founder of Kathode Ray Music, an artist development organization specializing in promotion and marketing of independent musicians and bands. He is known for combining traditional music business and direct marketing knowledge with guerrilla techniques necessary for independent bands to compete.

Most helpful customer reviews 2 of 2 people found the following review helpful. This CD is fabulous! By east village nyc girl This CD is WONDERFUL! I have worked directly with David at his Nashville New Music Conference and he is a wealth of knowledge, experience and success. He does a great job of sharing his concepts by presenting the information clearly, positively, and in an approachable format. The CD helped me to discover new avenues for furthering my career through great ideas like building a support team to help me to promote my music. It's worth it :) 2 of 2 people found the following review helpful. The Guy Totally Gets It By Paul Saunders Boy if you dont read this book and listen to this CD at least once a month you will be an also ran in the race for music career success - this guy gets it. Listen, read and learn you will be a better artist for it. 2 of 2 people found the following review helpful. wisdom for TODAY'S Music Business By www.garageband.com/artist/hamrick This is a must have for amateurs AND professionals! David urges us to take off the blinders and see the true state of this industry. The day after reading "14 Qualities", I walked into a wine/cofee bar and scored a $300 gig for this coming Sunday! As an independant artist, I'm starting to realize that I must create opportunities every day....This book must be kept close by for reference, it just has TOO much great info for me to digest at once! David takes it to the streets with specific ways to reach your goals, his advice is universal and works for anyone. Thanks for getting me off the couch! See all 117 customer reviews...

Internet Marketing for Dummies

2011-12-21T18:15:00.001-08:00

This update to Marketing Online For Dummies includes all of the great topics from the original book, plus an additional focus, Internet advertising, a very hot topic. The right Internet advertising campaign can cost very little and make a product launch or even a company a winner; the wrong approach can be a huge waste of time and effort. The authors have hands-on experience doing both guerrilla marketing and million-dollar deals in this critical area. Also covered in this edition is a quick-start guide to getting net-savvy, a survival requirement in the Web marketing world.

Amazon Sales Rank: #327052 in Books Published on: 2000-11 Original language: English Number of items: 1 Binding: Paperback 360 pages

From the Author Internet Marketing For Dummies is based on our first book together, Marketing Online For Dummies. IMFD walks novice online marketers through all the key steps in developing strategy and tactics. IMFD includes new chapters on Internet advertising and public relations, plus updated information on choosing the right domain name, effective e-mail marketing, marketing on your Web site, and how to develop just enough marketing strategy to ensure your tactical marketing efforts are successful and measurable.END From the Back Cover The secrets of effective e-mail campaigns — revealedIncludes an 18-page directory of Net marketing resourcesYour fun and easy guide to Internet marketing that gets results Whether you're a brick-and-mortar business or a dot-com startup, effective marketing these days has to include an Internet component. That's where this friendly guide comes in. From setting up a killer site to making the most of e-mail, banner ads, and online PR, it shows you step-by-step how to turn the Net into a terrific marketing tool.Discover how to: Win the new domain name game Turn your site into a marketing vehicle Avoid e-mail marketing blunders Create a winning Internet ad campaign Generate buzz with Web PRThe Dummies Way™ Explanations in plain English "Get in, get out" information Icons and other navigational aids Tear-out cheat sheet Top ten lists A dash of humor and funGet smart! www.dummies.com Register to win cool prizes Browse exclusive articles and excerpts Get a free Dummies Daily™ e-mail newsletter Chat with authors and preview other books Talk to us, ask questions, get answers About the Author Frank Catalano is an Internet marketing consultant and media commentator. Bud Smith is a longtime Web professional whose books include Creating Web Pages For Dummies®, 5th Edition.

Most helpful customer reviews 38 of 41 people found the following review helpful. A hand book and guide you've been looking for By Ramon Ray Internet Marketing for Dummies Internet Marketing for Dummies is a must read book for any small business person new to online marketing. There's a lot of hype about marketing on the Internet, but the book's authors Frank Catalano and Bud Smith - do not hype your expectations. I knew that Internet Marketing for Dummies was not going to be another "let down" when I noticed that the authors included many of the online marketing resources that I frequent on a daily basis! Catalano and Smith begin their book by explaining that "Internet marketing" is "marketing" but using the Internet - and this is very important to understand. So many businesses want to rush into "online marketing", but don't have any clue about how even to market at all. The fundamentals of marketing, apply online as well as off line. Internet Marketing for Dummies walks the user through a fast over view of the Internet - explaining what AOl is, as compared to full access to the Internet. This chapter is very helpful for the many small businesses that are really not so sure what the Internet is all about. Chapter 2 and 3 of Internet Marketing for Dummies realy lays in to the nitty gritty of marketing, with a consentration in chapter two on developing an "Internet Marketing Plan" I was very impressed that the authors of this book took a whole chapter to also discuss and help the reader decide their domain name. Your business name, may indeed be "Faulkner, Grade and Berkmenstein" - however, you may wan to try out "greatlawyers.com" for a domain name! There's a lot of gems in Internet Marketing for Dummies , such as a nice section on effectively using email as a marketing tool. On page 155, chapter 8, Internet Marketing for Dummies lists "techniques for gathering visitor information" on your Web site. See, Internet marketing is more than "just" Internet marketing, but its a blend of leveraging your own Web site, reaching out to others, adveritising on Web sites, building an email list and etc. Internet Marketing for Dummies is one of those books you just keep as a guide on your desk and refer to daily. After you've launched some successful online marketing campaigns you'll be a pro and can then refine what you've learned in Internet Marketing for Dummies. 11 of 11 people found the following review helpful. Strategy still solid, examples dated By Frank Catalano As the co-author of this book (so I gave it a neutral, mid-range rating), I agree that the examples in it are dated. The parts about building a strategy, however, are still strong, as are some of the definitions and general tactical suggestions. However, if anyone is looking for flavor-of-the-month Internet marketing tactics (as what works best has changed over time), or current examples or resources, I would recommend another book. For strategy, though, this still works. 21 of 26 people found the following review helpful. Lacks in valuable content By A Customer I recently purchased this book so I could get a better edge on marketing my online business. After spending a couple of days reading this book and researching some of the information presented I can conclusively say that this book did not teach me anything that I did not already know.I will also add that some of the most important areas of Internet marketing were not even focused on for more than a single sentence or paragraph; leading me to believe that the gentlemen that wrote this book are not versed in online business, as much as they are with the brick and mortars.I would strongly recommend not purchasing this book if you want to learn more about Internet marketing. I'm sure there is a good book out there for this, however I have not found it yet.Regards,DK See all 10 customer reviews...

And Now a Few Words From Me: Advertising's Leading Critic Lays Down the Law, Once and For All

2011-12-20T18:00:00.001-08:00

"A brazenly funny . . . and hard-hitting book."--Publishers Weekly "He [Bob Garfield] is irreverent, funny and tough."--USA Today "If you crave insight into the wacky, zany, madcap--albeit very serious--business of advertising, this is a great place to begin." --Miami Herald And Now a Few Words from Me is Bob Garfield's call to arms. Sparing no sacred cows, the respected Advertising Age columnist rails against the mind-set that has reduced much of today's advertising to sophomoric silliness that doesn't bother to sell the product or even further the client's strategy. Wielding his pen like a flaming broadsword, Garfield writes: "Consistency of ethical principles has never been the advertising industry's strongest suit." "Agencies themselves struggle with an inherent conflict of interest, because the kind of advertising that best serves the client doesn't necessarily win awards." "My goal here isn't to leave you a bit infuriated. My goal is to enumerate transgressions so extravagant and insane that you actually bleed through the ears." And Now a Few Words from Me shines a blinding searchlight on what is wrong with today's advertising. Fast, funny, and vintage Garfield, it names names, deflates balloons, and provides a few simple-to-follow rules to get advertising back on track.

Amazon Sales Rank: #1547234 in Books Published on: 2004-07-27 Original language: English Number of items: 1 Dimensions: .49" h x 5.54" w x 8.28" l, .59 pounds Binding: Paperback 204 pages

From Publishers Weekly As the advertising industry's Dave Barry, Garfield has written the influential ad criticism column "AdReview" for Ad Age for 17 years and is cohost of NPR's On the Media. His first book, aimed at advertising pros, is a brazenly funny take on the industry practices that Garfield loves to hate. "Most advertising is unnecessarily terrible," he writes, proceeding to enumerate the reasons why: a misguided emphasis on rule breaking and originality; misuse of sex, celebrities, humor, special effects and profundity; lack of contact with consumers; and sheer bad taste and immorality. Garfield supports his claims with passionate attacks on specific ads. Calvin Klein turns out "thinly disguised kiddie porn," while McDonald's "we love to see you smile" campaign is "preposterously false." The criticism, however, isn't always consistent. Garfield occasionally knocks highly successful ads, e.g., CK's famous Brooke Shields jean ads. Furthermore, he praises campaigns that violate his own prohibitions. Garfield's apparent ego (he less-than-wittily compares himself to God and declares, "[W]ith well in excess of a thousand ads subjected to my pitiless scrutiny, I've really blown the call only eleven or twelve times") can also wear thin. Oddly, the critic loosens his choke hold on the industry in the final chapter, ineffectually defending it against other critics and halfheartedly attempting to restore the pride of the very audience he has been so busy mocking. Despite the weak finish, though, Garfield offers a mostly humorous and hard-hitting book.Copyright 2003 Reed Business Information, Inc. Review "If you crave insight into the wacky, zany, madcap--albeit very serious--business of advertising, this is a great place to begin." From the Back Cover "And Now a Few Words from Me is a must read for all young people who want to get into advertising, and for all of us old people who want to get out."--Jerry Della Femina, author of From Those Wonderful Folks Who Gave You Pearl Harbor "Garfield is going to piss a lot of people off, because he has the guts to tell it like it is."--Sergio Zyman, author of The End of Advertising as We Know It "No one knows the ad biz--the good, the bad, and the ugly--better than Bob Garfield. This book offers sorely needed advice."--Jack Trout, author of A Genie's Wisdom "What Bob Garfield achieves here--simultaneous seriousness and irreverence--is a very had thing to pull off."--Kurt Anderson, author of Turn of the Century Bob Garfield, author of Advertising Age's widely read column "Ad Review," is the world's most influential advertising critic. And he is ticked off, wielding his pen like a flaming broadsword, striking out at rudeness, self-indulgence, irrelevance, irresponsibility, and outright sleaze. And Now a Few Words from Me is a primer, a volume of case studies, an earnest reflection, and a hilarious exercise in journalistic hell-raising. Amid his take-no-prisoners citations of ad failures, Garfield also lays out rules for good advertising--commonsense rules too often forgotten. Advertising may or may not get better as a result of Garfield's book, but it will never be the same.

Most helpful customer reviews 3 of 4 people found the following review helpful. Wit, wisdom and uncommon common sense. By Miles D. Moore "Do not be so blindly determined to `think outside the box' that you are constructing your own coffins." This quote, which comes on page 127 of Bob Garfield's new book, "And Now a Few Words from Me," could be the epigraph for the entire book, or indeed for just about every ad review Garfield has written for "Advertising Age" over the last 18 years. An amused and often appalled observer of the wretched excesses of TV advertising, Garfield in his new book eviscerates a number of failed campaigns with the skill of a master surgeon reviewing a botched heart transplant. The operation's not a success, Garfield points out, if the patient dies. (And sometimes the patient DOES die: an abstruse commercial for a Virginia bank, he notes, led to the failure of both the bank and the ad agency.) As Garfield sees it, the problem with much of TV advertising is simple: too many ad copywriters get caught up in the "creativity" of what they do and forget their purpose is to sell products, period. Sometimes the problem is merely a bad choice of celebrity spokesperson--say, hulking millionaire Charles Barkley pitching econobox Hyundais, or red-meat-eschewing Cybill Shepherd as national spokesperson for beef. Just as often, however, ad writers simply whiz past their target audience (the "Dick" campaign for Miller Lite) or offend viewers to the very core of their being (Ford and GM using the 9/11 tragedy as a pretext for great deals on Explorers and Grand Ams). Garfield, as always, is witty, elegant yet blunt about these failures: "Don't roll your eyes and dismiss the negatives," he tells his readers, "because if you do, in due course, that's exactly what your target audience will do with you." He also insists that ad writers--despite their frequent statements to the contrary--are subject to the same rules of morality, decency and civility the rest of us are. He is particularly scathing about Calvin Klein: "(H)e is not an advertiser. He is an arsonist...(T)o portray children as sex toys parading before adults is the line that cannot be crossed." But Garfield notes that many advertisers lose sight of a basic fact: if you offend your audience, you are lost forever. The creative director of one agency once wrote Garfield to the effect that if he found TV advertising so offensive, he shouldn't watch. Garfield's reply: "Don't watch? Don't watch what? If advertising were programming, a viewer could make decisions about what to watch. But--I'll say this one last time--advertising isn't, so a viewer can't, so what's left to watch, if you choose not to be assaulted by advertising, is nothing. Which destroys the whole medium, you imbecile." "And Now a Few Words from Me" is a fast (200 pages), trenchant, often laugh-out-loud funny look at TV advertising that deserves a readership far beyond ad agencies. Anybody who watches TV will find it a great read. 0 of 0 people found the following review helpful. Advertising Bible By A Customer ...i'm not often a blesfemous man but this book IS Advertising Bible. you know nothing about advertising till you read THIS. it's a humane but yet frenzy and straight-talking study on how you SHOULDN'T make advertising; what often made mistakes to avoid. once you read it you go, "...so that's what advertising is all about. can't wait to get started..." now i often measure advertising(mine, others') by what would Bob say about it. hey, if you won't read this book you ain't never gonna know what advertising really is. 0 of 0 people found the following review helpful. A Reality Check! By Lisa Boggs Not only should this book required reading for those just getting in to the advertisng business, it should be required reading for those already in the business. Garfield provides a reality check for those who need to know, and especially whose who have forgotten, that the purpose of advertising is to sell

Outdoor Advertising--The Modern Marketing Force; A Manual for Business Men and Others Interested in the Fundamentals of Outdoor Advertising

2011-12-19T17:30:00.001-08:00

Publisher: [Chicago] Outdoor Advertising Association of America, inc. Publication date: 1928 Subjects: Advertising Notes: This is an OCR reprint. There may be numerous typos or missing text. There are no illustrations or indexes. When you buy the General Books edition of this book you get free trial access to Million-Books.com where you can select from more than a million books for free. You can also preview the book there.

Amazon Sales Rank: #7598537 in Books Published on: 2010-01-18 Original language: English Number of items: 1 Dimensions: .35 pounds Binding: Paperback 102 pages

Marketing and Promoting Your Own Seminars and Workshops

2011-12-18T17:15:00.001-08:00

The definitive book on how to market and promote your own seminars, workshops and other events. This book is packed with immediately useable information on how-to-do-it. No theory. No pie in the sky mumbo jumbo. This is information that you can use to immediately start making BIG money as a seminar promoter/speaker. No matter what field you're in this book will show you how to make a minimum of $250,000 a year marketing and promoting your own seminars and workshops.

Amazon Sales Rank: #231065 in Books Published on: 2001-06 Released on: 2003-02-13 Original language: English Binding: Paperback 188 pages

Review "Actionable ideas and content." -- James Farnham, Seminar Participant "It was beyond nuts and bolts to numerous 'inside info" ideas. -- Martha Snee, Seminar Attendee "This seminar saved me the time and trauma of having to learn what people in the business already know." -- David Anderson, Seminar Participant About the Author Fred Gleeck has done well over 1300 self-promoted seminars in the past 16 years. He has NEVER lost money on any of them. For 4 years, Fred was a speaker for CareerTrack, the country's largest public seminar company. While there he was their top rated speaker in both sales and customer ratings in every topic he did. He is also the author of Speaking for Millions (The Inside Story on How to Make Really Big Money as a Professional Speaker) and Consulting Secrets to Triple Your Income. He is based in both Las Vegas and New York City.

Most helpful customer reviews 100 of 102 people found the following review helpful. Buyer beware! By Brian A. Dunning I was encouraged to buy this book by all of its positive reviews, but was disappointed to find it to be almost completely useless for me. First, our training seminars are reasonably well established: I was looking to better "market and promote" them, as the title of the book says. Unfortunately there are only 2 or 3 pages on this subject in the entire book, and they are little more than recommendations to buy the books & tapes from other promoters that the author works with. This book does not provide helpful information so much as it plugs the author's many other products that promise to do so. It reads like a self-help book from the 1990's. I was looking for a professionally presented source of good usable information (something that we provide in our seminars) but instead got a hard lesson on used car salesmanship 101. I am confident that those who leave my seminars got their money's worth, but I expect that Fred Gleeck makes a lot more money at his. Two different ways of doing business, I guess. 24 of 24 people found the following review helpful. Real-World Information to Help You Make Money By Cathy Stucker Fred Gleeck isn't big on theoretical concepts. This book is full of specific information and how-to taken from his experience profitably promoting more than 1300 seminars.You will find useful ideas all through the book as Fred tells how to create and plan the event, prepare and present your seminar, market effectively, create profitable products for back of the room sales, and follow-up with customers after the seminar. Any randomly-selected page probably has a tidbit of information that will show you how to make (or save) thousands of dollars. You want theory? There are lots of books out there that will give you that. You want to make money with your seminars? Buy, read and use this book. 60 of 68 people found the following review helpful. Arrogance does not equal expertise By A Customer I bought this book, hoping to improve attendance at some workshops I teach for my employer. Our clients pay a nominal fee for the class, so it is important that we market the class effectively to gain participants. I currently have a very successful "following", and gain new clients all the time. Still, it is important to seek new clients actively. I hoped Mr. Gleeck's book would help me to do that.Mr. Gleeck's advice may work in a hard-core sales environment, but in the real world of adult training and consulting his advice would put me out of business! I am speaking particularly of his advice regarding delivery of the workshop. For example, he advises us to use self-depreciating humor to gain clients and win over our audience. I fail to see how telling the client I'm a schmuck will make him/her trust my knowledge enough to take my class!The book was actually painful to read. Mr. Gleeck had an arrogant tone throughout the book. I'm glad he thinks he's wonderful because his advice was useless to me. Honestly, I am extremely sorry I wasted the money, and the time, on this book. See all 30 customer reviews...

Scientific Advertising

2011-12-17T17:00:00.001-08:00

A reprint of the original, unedited 1923 text by Claude Hopkins. This groundbreaking book remains essential reading for anyone entering the copywriting and advertising professions, reminding us that advertising's purpose is purely to sell. Claude Hopkins expresses powerful, statistically tested truths about "salesmanship in print" which remain relevant through the decades and across all media - including today's internet marketing. David Ogilvy once said "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life." Read "Scientific Advertising" before you read any other book on advertising or marketing. It may change your life, too.

Amazon Sales Rank: #198543 in Books Published on: 2010-09-19 Original language: English Number of items: 1 Binding: Paperback 90 pages

Review "Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times" -- David Ogilvy About the Author Claude C. Hopkins (1866-1932) was one of the great advertising pioneers, he believed advertising existed only to sell something and should be measurable and justify the results that it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters researched their client products and produce reason-why copy. He believed that a good product was often its own best salesperson and as such he was a great believer in sampling. To track the results of his advertising he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932.

Most helpful customer reviews 34 of 35 people found the following review helpful. A Masterwork to This Day By James Sadler All the modern giants of advertising still swear by this book. Ogilvy even claimed it changed his life (in advertising anyway, but who knows, advertising is Ogilvy's life). The book is amazing in both its simple and direct approach. It's relatively short, yet packed with information of use to anyone interested in advertising.Hopkins essentially invented many of the concepts that so many advertisers take for granted today, chief among them what seems like a simple idea: the coupon. And even today, many advertisers fail to get results when they stray from his teachings. One of the most famous examples of failing to follow his teachings: the "Got Milk" campaign. Sure, it seems clever and it's definitely high profile, but from a marketing standpoint, it's a flop. Milk sales have not moved upward at all despite the fact that milk producers are now several years into the campaign. Want to know why it failed? Read Hopkins's book.Whether you are an individual considering a career in advertising or an businessperson trying to figure out how best to market your business, start with Hopkins and then move onto the rest. All advertising before "Scientific Advertising" flows into it; and all advertising after "Scientific Advertising" flows out of it. 24 of 25 people found the following review helpful. Scientific Advertising -- The Best Advertising Book Ever! By A Customer Claude Hopkins invented test marketing, sampling technology and the concept of pre-emptive advertising. The concepts he reveals in this book have been used by advertisers for decades and he is recognized by marketing experts such as Jay Abraham as a genius in his field. Scientific Advertising is an all-time classic book and you'll want to read it at least three times. Each reading will provide you with profound insights into how to market any product or service. 6 of 6 people found the following review helpful. The King Still Lives By Randy Kemp There is an old saying that goes, "there is nothing new but what has been forgotten." Advertising is about 100 years old, but the science and art behind what appears to buying psychology, really hasn't changed that much. If you study this work of Claude C. Hopkins, you will understand that he pioneered methods that are still used today. David Ogilvy was another one of these pioneers, and he said, "no one should be in advertising that has not read Scientific Advertising at least seven times." If you study any of the notable marketing gurus today (e.g. - Dan Kennedy), they are just positioning what Claude has said in a contemporary format. And even marketing for the Internet - if you look beyond the HTML bells and whistles - is still utilizing the basic psychology of sales letter generation, and copywriting, that Claude pioneered. www.randykempcopywriting.com See all 18 customer reviews...

Advertising & Marketing Checklists

2011-12-16T16:15:00.001-08:00

Advertising & Marketing Checklists gives you the distilled wisdom of decades of experience in advertising and marketing communications. It's a valuable tool for any marketing professional seeking to plan, implement, or manage any advertising or marketing effort. This totally updated and expanded second edition offers the advertising and marketing professional fast, practical solutions to teh challenges of marketing communications. WIth 30 all-new checklists and charts, Ron Kaatz has significantly expanded and improved his highly successful first edition. Topics new to the second edition include: Protecting your brands Creating effective Yellow Pages ads Making "the numbers" work for you Evaluating new media opportunities Keys to home stopping and infomercial success Monitoring your agency's media capabilities Author Ron Kaatz is a professor of Integrated Marketing Communications at Northwestern University and is the Senior Vice President/Director of Media Concepts at the J. Walter Thompson advertising agency.

Amazon Sales Rank: #371871 in Books Published on: 1995-01-11 Original language: English Number of items: 1 Binding: Paperback 256 pages

About the Author Ron Kaatz is a professor of Integrated Marketing Communications at Northwestern University and is the senior vice president/director of media concepts at the J. Walter Thompson advertising agency.

Most helpful customer reviews 0 of 0 people found the following review helpful. Great book from a great man By jns Ron Kaatz was my advertising professor at Northwestern University. He inspired us to dig deep within ourselves for answers. He believed that we, as young professionals, could create simple tools to gauge the effectiveness of our communication and marketing efforts. His book gives a variety of checklists that corporate communicators and advertising professionals can use in practical applications. I'm biased, but I think the book is great for what it does. 0 of 0 people found the following review helpful. Pretty good but not very complete By S. Elliott This is a good book but an experienced person will not get a whole lot of insight. See all 2 customer reviews...

Internet Marketing for Private Investigators: Advertising and Promoting Your Private Detective Agency Online Using a Website, Google, Facebook, ... Search Engine Optimization (SEO), and More!

2011-12-15T14:45:00.001-08:00

Warning: Internet Marketing for Private Investigators doesn't contain fluff, filler, or philosophical musings on marketing. So if that's what you're looking for, you're in the wrong place. What you will find is a supremely practical click-by-click guide to advertising your practice online. But don't be fooled, this book still packs a powerful punch and your bottom line will show it.

Amazon Sales Rank: #1384609 in Books Published on: 2010-05-21 Binding: Paperback 134 pages

About the Author Nick Holliday has been a practitioner, student, and teacher of internet marketing since 2003. His company Scientific Click has sold more than $50M of product for Internet Retailer 100 companies during the past decade. During that time he has also owned and operated local businesses in the competitive real estate niche. He handled the internet marketing for those businesses. He has started successful businesses and understands the commitment and dedication of small business owners. He has a passion for business development and believes there is an excellent opportunity right now for local business owners to take advantage of internet marketing to grow their businesses.

Most helpful customer reviews 0 of 0 people found the following review helpful. Exactly what we tell our clients at www.wordpressforpi.com By PaperlessPI This is a great book for Private Investigators and internet marketing. There is no need for me to write a book now, this teaches everything I already tell my clients at [...] See all 1 customer reviews...

Settlements and Negotiations for Advertising and Marketing Law: Leading Lawyers on Trademark and Copyright Issues, False Advertising Claims, and Dispute Resolution

2011-12-14T14:30:00.001-08:00

The Roles and Motivations of Key Players in Bankruptcy Cases is an authoritative, insider s perspective on the responsibilities and liabilities of the various constituents involved in bankruptcy, financial restructuring, and reorganization proceedings. Featuring partners from some of the nation s leading law firms, these experts guide the reader through the intricacies of navigating the zone of insolvency, discussing the possibility of pre-bankruptcy reorganization efforts, the financial implications of Chapter 11 and Chapter 7 filings, and the role of the bankruptcy lawyer to both debtors and creditors. These top lawyers give tips on deciding between bankruptcy and out-of-court restructuring, recovering collateral, negotiating debtor-in-possession financing, and determining the appropriate type of reorganization for a company. Additionally, these leaders reveal their strategies for maximizing a client's value through restructuring, minimizing additional losses, and developing new strategies to accommodate recent changes in bankruptcy law. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the great legal minds of today as these experienced lawyers offer up their thoughts around the keys to success within this challenging area of law.

Amazon Sales Rank: #8466857 in Books Published on: 2006-10-31 Released on: 2006-10-31 Original language: English Binding: Paperback 180 pages

About the Author Chapters Include: 1. Douglas P. Bartner, Partner, Shearman & Sterling - "Bankruptcy and Out-of-Court Restructuring: An Informative Introduction"; 2. Jonathan W. Young, Partner, Wildman, Harrold, Allen & Dixon LLP - "Navigating within the Zone of Insolvency"; 3. Mark M. Maloney, Partner, King & Spalding LLP - "A Step-by-Step Look at Bankruptcy Proceedings and Restructurings"; 4. Michael J. Small, Partner, Foley & Lardner LLP - "A Bankruptcy and Restructuring Conversation: From Alchemy to Taxidermy"; 5. Robert N. H. Christmas, Partner, Nixon Peabody LLP - "Bankruptcy Law: The Last General Practice"; 6. John J. Hall, Member, Lewis, Rice & Fingersh LC - "Recognizing and Addressing Signs of Trouble"; 7. Lynnette R. Warman, Head, Business Department, Jenkens & Gilchrist PC - "Establishing and Achieving the Client s Ultimate Goal"; 8. Ronald S. Gellert, Member, Eckert Seamans Cherin & Mellott LLC - "Making the Process as Efficient as Possible"; 9. John S. Kaplan, Esq., Partner, Perkins Coie LLP - "An Overview of the Twists and Turns of Bankruptcy, Restructuring, and Reorganizing"; 10. Rhys M. Farren, Partner, Davis Wright Tremaine LLP - "A Creditor's View of the Bankruptcy Process."

Web Advertising and Marketing, 3rd Edition

2011-12-13T14:00:00.001-08:00

The Web has changed the way every business function is conducted and will continue to have profound influences on the global economy. As your company enters the world of e-commerce and Web technologies, you will need effective Web advertising and marketing solutions. Web Advertising and Marketing, 3rd Edition is a complete guide to the tricky business of building an effective online commercial presence. It walks you through every step of the process, from understanding the basic technology to building an online marketing plan--from designing a stellar commercial Web site to making sure a Web site is secure. The book includes case studies of actual businesses and their success and failures on the Web. Web Advertising and Marketing, 3rd Edition can be a valuable guide for the novice to experienced Internet business person.

Amazon Sales Rank: #2883074 in Books Published on: 2000-09-21 Released on: 2000-09-21 Original language: English Number of items: 1 Binding: Paperback 560 pages

Most helpful customer reviews 5 of 8 people found the following review helpful. Impartial review? By A Customer Chris Yeh is Mr. Kuegler's partner at his consulting firm.I would question the objectivity of the previous review.Please also place no credence in my rating of five stars, I have yet to receive my copy. 2 of 4 people found the following review helpful. A clear and practical guide to an often-confusing industry. By Chris Yeh The web advertising and marketing is extremely confusing. Almost everything I've ever been told has been a lie. In sharp contrast, Kuegler's book tells hard truths, backed up with very specific examples. He focuses on companies and techniques that have flown below the mainstream radar screen, and delivers information that any marketer or entrepreneur can use. See all 2 customer reviews...

Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus

2011-12-12T14:00:00.001-08:00

Suppose you could sit down with 25 of the most successful online marketing pros in the business and just talk shop. Suppose that included PR people, copywriters, direct marketing gurus, consultants. Suppose you could get input from the creative cubicle-dwellers as well as executives managing multimillion-dollar marketing firms. You could learn proven skills and techniques that would revolutionize your marketing efforts. That discussion is packaged in these pages. Whether you?re a veteran marketing professional or a novice entering the field, you can?t afford to miss this wisdom.

Amazon Sales Rank: #813339 in Books Published on: 2008-03-10 Original language: English Number of items: 1 Dimensions: 1.19" h x 6.28" w x 9.28" l, 1.17 pounds Binding: Hardcover 319 pages

Review ‘Whether you're a veteran marketing professional or a novice entering the field, you can't afford to miss this wisdom.' (MarketingBlog, November, 2010). From the Inside Flap Marketing's goal is the same as ever: get your product before more of the right people, generate enthusiasm to encourage buying, build brand loyalty to keep your customers coming back. What has changed, and radically, is the delivery system. Today, it's about optimizing your web site for search engine placement. Marketing via blogs and social networking sites. Creating an online press release that generates results.Where better to learn such skills than from those who have already been successful?The experts who sat down to talk shop with Michael Miller have not only been there and done that, they've done it masterfully. You'll learn about search engine advertising from Ron Belanger, head of Yahoo! Search Marketing. Get the inside track on blog marketing from Southwest Airlines blogmeister Brian Lusk. Research online retailing with Travelocity's Jeffrey Glueck. And more.Here's your chance to pick the best brains in the business.The Marketing GurusJoan Holman Joan Holman ProductionsGreg Hartnett Best of the Web, Hotel HotlineJacob Hawkins Overstock.comMark Oldani Circuit City DirectJeffrey Glueck TravelocityLauren Freedman the e-tailing group, inc.Tamara Adlin adlin, inc.Steve Rubel EdelmanGreg Jarboe SEO-PREric Ward Link Marketing ConsultantJordan Gold FreedomHeather Lloyd-Martin SuccessWorksChris Baggott Compendium SoftwareEd Shull NetResultsBrian Lusk Southwest AirlinesLee Odden TopRank Online MarketingJill Whalen High RankingsLiana Evans KeyRelevancePerry Marshall Perry S. Marshall & AssociatesKevin Lee DiditPaul O'Brien ZventsRon Belanger Yahoo!David Fischer GooglePhil Terry Creative GoodPatrick Duparcq Kellogg School of Management, Northwestern University From the Back Cover "E-commerce is an evolution. You don't have to get everything right immediately; you can learn from it."— Lauren Freedman, the e-tailing group, inc."Focus on the user, build for the long view, and the money will come."— Greg Hartnett, Best of the Web, Hotel Hotline"No matter how much you spent on it, a web site is invisible until somebody links to it."— Eric Ward, Link Marketing Consultant"[If] you can get the PR people interacting with the search people, they will discover that there's lots of things they can do together."— Greg Jarboe, SEO-PRcome talk shop with the bestSuppose you could sit down with 25 of the most successful online marketing pros in the business and just talk shop. Suppose that included PR people, copywriters, direct marketing gurus, consultants. Suppose you could get input from the creative cubicle-dwellers as well as executives managing multimillion-dollar marketing firms. You could learn proven skills and techniques that would revolutionize your marketing efforts.That discussion is packaged in these pages. Whether you're a veteran marketing professional or a novice entering the field, you can't afford to miss this wisdom.

Most helpful customer reviews 3 of 3 people found the following review helpful. If you want to sell online, buy this book. By Carlos A. Leyva The online world is the world of DIY. There is simply no substitute for living and breathing it. The interviews in this book are with folks that have significant DIY experience. You will make mistakes selling online because that is the nature of the beast (if you are not making mistakes you are not in the game), but you might make fewer of them if you read this book. Even if some of this stuff is old school for you, there are some gems here that are well worth the price of admission. I am in the process of launching my third online business and this one is at the top of my must read list. I am highly recommending it to all my friends. It won't disappoint. 5 of 6 people found the following review helpful. A Valuable Resouce By Michael A. Banks One of the reasons books exist is to pass along information--some of which you might learn on your own. But in such a complex proposal as online marketing, you're unlikely to pick up everything on your own, if for no other reason than the fact that each and every one of has a different approach to problem-solving. In this book you an learn how highly successful online marketers get it done--without having to go through trial-and-error method and missing the unique wisdom that's offered herein. Just looking at what the interviwees have accomplished is an education in itself. Go ahead: take a look at their online credentials ... and imagine each of them telling you how they accomplished what they did. That many-to-one advantage is exactly what you get in this book. ==Mike 2 of 2 people found the following review helpful. On Line Marketing Heroes By M. Goodman This is the biggest bargain available. To be able to read the various paths to success "mere mortals" took to become successful on the internet was extremely inspirational. I have been quoting the book with regularity since reading. it is a most informative overview. See all 8 customer reviews...

Interactive Marketing (Ntc Business Books)

2011-12-11T13:45:00.001-08:00

Contributors from the professional and marketing communities offer practical advice on developing marketing strategies for new interactive media, media tactics and techniques in the interactive age, and data collection and analysis and research strategies. Topics include interactive kiosks in the r

Amazon Sales Rank: #3292020 in Books Published on: 1996-01 Original language: English Number of items: 1 Binding: Hardcover 390 pages

Most helpful customer reviews 2 of 2 people found the following review helpful. Good Book, but certainly dated By Paul Marc Oliu I picked up Interactive Marketing from Amazon. I am trying to get my arms around marketing for technology, and I thought it would be wise to read something that was at the dawn of the confluence of traditional marketing, and the growing need for a new type of marketing for the world of the internet. I will say that there is a lot of useful information in Richard Mizerski's book, but having been published in 1996, it is certainly outdated. As a point of reference for where the industry was ten years ago, it's an excellent primer. For where we are today, not so much. Among the interesting comments is by one particular author who says all the predictions about the internet have not come to pass. Among the examples he cites in online commerce, which only does about $300 million a year. Well, fast forward 10 years, and much of what they claim were lifty predictions, have indeed come to pass. As mentioned, the book is an excellent study on the convergence of traditional marketing, and online marketing. In 1996, by reading Interactive Marketing, it is clear that the benefits of one v. another, or how the two could work in a holisitic manner, were no yet figured out. In some respects, Mizerski assembled a group of thought leaders who were trying to figure out how the world of marketing would integrate with the world of the internet. If you are looking for something more current, this is certainly not it. As I stated, it is very dated, but still worth the read. If you are looking to understand where the marketing world was at 10 years ago, and how it began it's evolution, this is a good place to start. For that reason alone, I would recommend this book. See all 1 customer reviews...

Subliminal Persuasion: Influence & Marketing Secrets They Don't Want You To Know

2011-12-10T13:30:00.001-08:00

If you?re an entrepreneur, salesperson, advertiser, or business owner, understanding the art of subliminal persuasion will give your bottom line a big boost. In Subliminal Persuasion, master marketer Dave Lakhani reveals in step-by-step detail the exact techniques that really work in persuading and influencing others. It?s not about lying or tricking anyone, it?s about know what will appeal to people and how communicate that appeal effectively, profitably, and ethically. This is marketing that really convinces.

Amazon Sales Rank: #203174 in Books Published on: 2008-04-18 Original language: English Number of items: 1 Dimensions: .98" h x 5.84" w x 8.68" l, .80 pounds Binding: Hardcover 224 pages

From the Inside Flap Every day you make purchasing decisions based on unconscious beliefs and biases you don't even know you have. Great marketers and persuaders know how to convince you to buy a product without you even knowing it. You can choose to believe you're immune, but you can't choose not to be persuaded. The power of subliminal persuasion can move markets and control consumers—and that's a fact. But how?If you're an entrepreneur, salesperson, advertiser, or business owner, understanding the art of subliminal persuasion will give your bottom line a big boost. In Subliminal Persuasion, master marketer Dave Lakhani reveals in step-by-step detail the exact techniques people use to secretly persuade and influence you. Now it's your turn. In no time, you'll have the power to broadcast your message into a convoluted, competitive marketplace, leveraging the tools of mass influence to motivate the masses to profitable action.In a market so overstimulated and oversaturated with irrelevant consumer messages, how valuable would it be if you could slip under the radar of consumer consciousness and cause a group of people to take the action you want them to take? Subliminal Persuasion will walk you through the Consumer Seduction Process and teach you all the latest techniques for leveraging the emotions, beliefs, and desires of your audience to move them in any direction you want—effectively, profitably, and even ethically.And these techniques aren't just for salespeople and business owners. No matter who you are or what you do, the ability to persuade people instantly is a powerful tool in the arsenal of anyone who deals with people in any meaningful way. Look inside and learn to create contagious marketing messages, control the emotions of your prospects, master the subliminal power of words, and harness the media for your own purposes.Subliminal Persuasion is what happens when science meets seduction. This book is your guide to the techniques jealously guarded by ad agencies, politicians, and the world's best marketers. Once you've opened your eyes, you'll never see marketing the same way again. From the Back Cover Praise for Subliminal Persuasion"If you want to understand how to give your messages persuasive impact, this book gives you the right tools at the right time. Persuasion = profit, and this book is your guide."—Chet Holmes, author of The Ultimate Sales Machine"I love this book—Dave has broken down the psychology and subtleties of subliminal persuasion and made them profitably accessible, so you can leverage it in your own sales and marketing efforts."—Joel Bauer, author of How to Persuade People Who Don't Want to Be Persuaded and Gravitational Marketing: The Science of Attracting Customers"Dave Lakhani reveals secrets that are making ad agencies salivate. These tactics should only be studied by those who aren't intellectually squeamish or intimidated by being brutally effective."—Ben Mack, author of Think Two Products Ahead"Dave Lakhani has written the first original work on subliminal persuasion that I have seen in years. Part of me wishes he wouldn't share this information with the rest of the world, so I would be the only one with access to it!"–Michael Lovitch, CEO, Hypnosisnetwork.com"Dave teaches you the fine art of consumer seduction and subliminal persuasion in a way that will change how you approach sales and marketing forever. If you want results read this book!" —Glenn Dietzel, CEO, Awakened LLC, and author of Author and Grow Rich"The psychological techniques of subliminal persuasion Dave Lakhani reveals in this book are sure to move people to action without them even knowing they've been influenced. These persuasion tools are amazingly powerful and easy for anyone to use."—Dr. Mollie Marti, author of The 12 Factors of Business Success: Discover, Develop, and Leverage Your Strengths About the Author Dave Lakhani is President of Bold Approach Inc., the nation's first business acceleration strategy firm. He is an in-demand speaker worldwide on the topics of marketing, sales, persuasion, influence, rapid ideation, consumer seduction, and business acceleration strategy. He is also the author of Persuasion and The Power of an Hour, both from Wiley. For more information, visit www.howtopersuade.com or www.boldapproach.com.

Most helpful customer reviews 22 of 30 people found the following review helpful. Subliminal Persuasion - Fresh, Hard Hitting, New Material By Kevin Hogan "The essence of subliminal persuasion is the message: the message your audience hears, receives and experience as being true." ....and then Lakhani goes on to explain the subliminal persuasion (SP) is a message that enters the mind without conscious evaluation. In Chapter 1, Dave wastes no time and gives you the formula for creating an urban legend. (This is very cool, one of those "worth the price of admission" sections.) He also shows a very, very nice strategy that beautifully illustrates what I might refer to as Covert Hypnosis but Dave is defining as subliminal persuasion and it is excellent. In a nutshell Dave walks you through EXACTLY how to construct covert communication. This is done elegantly and it works. Chapter Two- Leverage Applied Propaganda A sweeping discussion of propaganda which ends with five lessons to be learned from arguably the greatest propagandist in history. The formula Lakhani uses for propaganda is spot on. Chapter Three: Position and Package your Legend Here Dave talks about three crucial factors every person that uses intentional persuasion needs to know. What to do with story telling, how to create complementary models and finally how to create a persona. Chapter Four: Control the Emotion and The Content Dave cuts to the chase. The emotions that persuaders need to concern themselves with. He not only itemizes them for the reader but details them. Very nice. Next up is a complete chapter about getting endorsements. This is something few people do as well as Lakhani and is another one of those "worth the price of admission" sections in the book. Thorough discussions of "True Believers" and plenty on media use make for tantalizing reading that keeps you turning the pages and taking notes. Maybe the hottest chapter is Creating a Cultic Following, followed immediately, interestingly enough by a chapter on Seduction. This is far and away Lakhani's finest and most important work to date. Unlike other books in the genre this book tells you not only WHAT to do but HOW to do it. That's a lot of bang for twenty five bucks. Five stars? No question. This is a book I want everyone in my Inner Circle to read. Kevin Hogan Author of The Psychology of Perusasion 17 of 23 people found the following review helpful. More like a term paper than a book By Michael P. Maslanka This is far from a must read. Lakhani strings together some information from various books and interviews and cobbles together just enough for a book. It reads more like a C+ term paper. He thinly covers a few of the basics: figure out a person's pre-exisitng beliefs and play to that frame; seek emotional engagement with those who you want to persuade; understand the power of questions in teasing out how people feel. He has an interesting section on coaxing out an endorsement of you and how you do it in order to gin up social proof. There are lots of much better books. 16 of 22 people found the following review helpful. 5 star ratings from friends of the author By Amazon Customer I've always relied on Amazon customer reviews before I bought books from Amazon. But numerous 5 star ratings of this book were actually submitted by friends of the author promoting the book. I'm disappointed and I won't rely on Amazon's customer reviews anymore. See all 32 customer reviews...

Advertising and Promotion

2011-12-09T13:00:00.001-08:00

Advertising and Promotion is a key tool to sell goods and services. To position your product, brand, service or anything, a good company must develop its strategy in terms of advertising and promotion, so that correct message is conveyed to the end users. With the help of University professors, Marketing Club has designed this book to gather all key topics of advertising and promotion under one umbrella. This book has been designed to satisfy the academic needs of marketing people.For ease of readers and better understanding, this book has been divided into 45 small chapters. In this way reader comprehends the concepts and can apply it practically with better understanding. The TOC of the book are as follows:1. Introduction to Advertising2. Introduction to Advertising (Continued)3. Introduction to Advertising (Continued)4. Advertising and Society5. Marketing Tools6. Marketing Tools (Continued)7. Role and Functions of Advertising8. Advertising Planning9. Positioning10. Advertising Message11. Advertising Budget12. Advertising Reach13. Pre- Placement Evaluation14. Working of Advertising15. Advertising Response Hierarchy Models16. Problem Solving Strategies17. Consumer Behavior18. Creativity in Advertising19. Copy Writer20. Why Advertising21. Methods to Appreciate a Problem22. Important Tools of Advertising23. Online Advertising24. Online Advertising (Continued)25. Sales Promotion26. Publicity27. Marketing Environment28. Marketing Plan29. Marketing Plan (Continued)30. How to be Good Clients31. Client – Agency Relationship32. Client – Agency Relationship (Continued)33. Newspaper Advertising34. Other Advertising Medium35. Utility of Various Media36. Other Advertising Media 37. Continuous Tracking38. Seasonal Advertising39. Components of Advertising40. Criticism on Advertising41. Effect of Advertising42. Creating Effective Design43. Worksheets44. Glossary of Advertising45. Concept of an ADPlease provide us your feedback to improve. This book will be a worthy investment.

Amazon Sales Rank: #491308 in eBooks Published on: 2011-04-01 Released on: 2011-04-01 Format: Kindle eBook Number of items: 1

The Complete Guide to Google Advertising: Including Tips, Tricks, & Strategies to Create a Winning Advertising Plan

2011-12-08T12:00:00.001-08:00

Google has created numerous marketing and advertising products that are fast and easy to implement in your business today including Adsense, Adwords, and the Google APIs. This new book takes the confusion and mystery out of working with Google and its various advertising and marketing programs. Are you one of the many who think Google is simply a search engine? Yes, it is true that Google is the most popular search engine on the Web today. More than 275 million times a day, people use Google and its related partner sites to find information on just about any subject. Many of those people are looking for your products and services. Consider this even if you don't have a Web site or product. There are tremendous opportunities on the Internet and money to be made using Google. Through this book you will learn the secrets of working with Google without making costly mistakes. This book is an absolute must-have for anyone who wants to succeed with advertising on Google. This book teaches you the ins and outs using all of Google's advertising and marketing tools. You will instantly start producing results and profits. In addition to the extensive research placed in the book, we spent thousands of hours interviewing, e-mailing, and communicating with hundreds of today s most successful Google advertising experts. This book contains their secrets and proven successful ideas, including actual case studies.

Amazon Sales Rank: #541342 in Books Published on: 2008-01-15 Original language: English Number of items: 1 Dimensions: .73" h x 6.05" w x 8.91" l, 1.04 pounds Binding: Paperback 288 pages

Most helpful customer reviews 13 of 14 people found the following review helpful. Best Google guide out there By Becky Blanton As a professional photographer (photojournalist for a daily newspaper), having an internet presence was a little easier for me because my employer and our IT department promote my photos some. When I started expanding my freelance business this year however, I was at a loss at how to promote myself other than getting a website. I'm a baby-boomer and overwhelmed at the pay-per-click and all the different ways to generate money on the web, but this book explains it in a way even me, the technically challenged, can understand! I'm a photographer so I'm a visual person, so naturally the best part of this book were the illustrations. You actually get to see the screen shot (what something looks like on your computer monitor) of Google Ads, what the ad will look like on a cell phone and so on. Definitely a plus for me since I get most of my information and understand things visually. The next best part is the bulleted items and the step-by-step approach. You really don't have to be intuitive about this - they take you through it and don't assume you know big chunks of things about the process. I didn't know how keywords really worked before reading this book. I went to the Google site for help and didn't understand it there, but this book I do get. Google ought to pay you guys for this and post this online instead of what they have!! The tips, tricks and secrets chapter is great! I'm intimidated enough by the internet - but this is like having your own geeky friend (one that actually can communicate in English) walk you through it. I can't emphasize enough how great a help the illustrations are. They really do take the fear factor out of it - I can look at the book, look at my computer monitor and know I'm on the right track. There's stuff in here I didn't know I didn't know, like combating pay-per-click fraud and all kinds of website url's to go to for more information - although this book pretty much covers everything I need to know right now! One of the IT guys at work kept talking about SEO, and now I not only know that means Search Engine Optimization, I know what that means and why it's important! Meta tags, keywords - wow. It's all in here. If I, an aging boomer with no tech background can read and understand this - anyone can. Excellent! MUCH better than the Dummies books on the same or similar topics too. They not only tell you what TO DO, but what NOT TO DO - like replicating meta tags. I thought that would be a good thing to duplicate stuff - obviously not. So, they tell you how to NOT screw up as well as how to succeed! Just like a geek friend would! I love it! This is simple, easy to read and easy to understand. Thanks for holding my hand! I rate it a 5 only because there's not a 10-star scale. This is THE book on Google Advertising. 7 of 7 people found the following review helpful. Great Google Guide By Suzanne M. Levine This publication unravels the workings of the most popular search engine on the internet, Google. Through creativity, organization and strategically placed keywords, Google will place the website for your business in the top search results and you will have more visits to your site. It only makes sense that more visits, or hits, the more sales you will make. In The Complete Guide to Google Advertising, Bruce C. Brown explains how to utilize the various marketing methods Google offers. The techniques explained include Pay-Per-Click advertising, AdWords and Adsense. He also provides a history of Google and online marketing that is extremely informative. Various case studies are cited to provide back-up proof that these techniques work. The section that I found the most interesting was about developing a marketing plan. Mr. Brown not only identified the steps to achieve that, but he also explained each one in detail. Beginning with a market analysis and moving on through

Mind Capture: How You Can Stand Out in the Age of Advertising Deficit Disorder

2011-12-07T11:45:00.001-08:00

FINALLY! A New Business Book That's Not Boring And Long Overdue. In mind capture you'll discover: *Ways to quickly investigate, cross pollinate and then detonate ideas into your marketing and sales efforts for maximum profits *Proven ways to crank up sales immediately and make your marketing sizzle *Simple strategies to save you time and money from becoming a marketing victim *Actual exhibits of successful marketing and publicity techniques in action *Why the shift from sales pitch to great content is critical to your success *How to quickly stand out in the age of media chaos and advertising noise to capture attention, repeat business and referrals Each generation a bold, unique, disruptor emerges to shake up the scene and status quo with a unique perspective on business. If you're looking to positively impact your sales, market, and industry you've found the perfect book.

Amazon Sales Rank: #1038383 in Books Published on: 2008-08-01 Original language: English Number of items: 1 Dimensions: .65" h x 5.92" w x 8.66" l, .83 pounds Binding: Paperback 196 pages

Review "We all know that we're unique, proving it is the difference and Mind Capture is the key to that success. Every entrepreneur and small business should own a copy. Tony is brilliant and knows what he is talking about. He has thought of all circumstances and found ways to improve." -- John Assaraf "Author & President of OneCoach.com New York Times Bestseller "Having It All""

Most helpful customer reviews 7 of 8 people found the following review helpful. Tony has done it again! By PromoteMichigan I am a long time follower of Tony Rubleski and his real-world marketing strategies. I've been anxiously awaiting the publication of this newest title - Mind Capture: How You Can Stand Out In the Age of Advertising Deficit Disorder. I couldn't get my hands on the review copy fast enough...with highlighter and post-its in hand...to look for new ideas on how I can help my clients (primarily travel/tourism/entertainment markets) get noticed in this fast paced world of ours. Tony's easy-to-follow marketing ideas are perfect for those just getting started in promotion. His practices are also reminders to those of us who have been making a living at it for years that it doesn't have to be rocket science to work. We often over think the processes and Tony's book helps us come back to the simplicity of it all. No matter your business, every single employee contributes to marketing and PR, whether it's in their title or not. This book reinforces that. I recommend that CEOs buy multiple copies and distribute them with the paychecks on Friday. It's a bonus your employees will greatly appreciate -- and one that you ultimately will benefit from. KUDOS Tony...job well done (again)!!! 7 of 9 people found the following review helpful. Long Time Reader First Time Reviewer By Scott Seifferlein Scott Seifferlein here, long time Rubleski reader, first time reviewer. I am really P.O'd! I'll tell you why in a sec. I picked up a pre-release copy of Tony's new book on Friday and was fortunate enough to be at his speaking event for the Lakeshore Business Community. He even autographed the book for me! Well, this is why I am P.O'd! I finished the book Sunday afternoon. And now I have a ton of work to do! Can you believe it this book actually gave me work to do! I ear-marked 29 pages to refer back to and implement in my business. Good grief, if I hadn't read this book I would just continue to go through the motions in my business, not change anything, and not make any money. Now I have 29 things to implement, all of which take work and all of which will make my business more money. What a predicament I am in! If I lived in France, I would really be up a creek! Well, gotta go implement! Thanks a lot Tony! 2 of 2 people found the following review helpful. Tony's Mind Capture Book is Outstanding!! By Johnny Campbell Watch Video Here: http://www.amazon.com/review/R3D68ODTSMY5H1 Tony Mind capture book is outstanding and worth careful review. See all 6 customer reviews...

Direct Marketing Techniques: Building Your Business Using Direct Mail and Direct Response Advertising (Crisp Fifty-Minute Books)

2011-12-06T11:00:00.001-08:00

This book is packed with hundreds of great ideas and proven direct marketing techniques that the author has used successfully in building a multimillion-dollar business. This is a “quick start” approach that entrepreneurs can use to expand their businesses.

Amazon Sales Rank: #1762243 in Books Published on: 1998-03-31 Original language: English Number of items: 1 Dimensions: .1 pounds Binding: Paperback 120 pages

Most helpful customer reviews 13 of 14 people found the following review helpful. THE book for direct marketing. By A Customer Of all the direct marketing books out there, Lois Geller's books reign supreme. An award winning professor at New York University, she has once again tapped her expertise for a fabulous how to get started in direct marketing book. This book, her latest since Response!, is an easy to read "cookbook" of everything you need to market your product(s) from A to Z. If ever you thought about getting in the direct marketing of your products or services this is the book for you. Along with Response! The Complete Guide to Profitable Direct Marketing ANYONE from a CEO, recent college grad or stay at home parent can develop a thriving business just from reading these two essential books. 5 of 5 people found the following review helpful. Great little book! By SuperFids Even though I have an MBA in marketing, I still learned something new from this book! It's a fast-reading book with useful tips, exercises and interactive tools that can be very useful for someone who has their own business. The only flaw with this book is that it does not include a direct e-mail section. Other than that, I highly recommend it. Especially for this price, you can't go wrong! 3 of 3 people found the following review helpful. This book has really helped me to build our business By A Customer Our business is home baked products. We started with a local bakery and now we've gone national. This book helped us make a lot of "dough" as we've expanded into the catalog business -- this year grossing over 1 million dollars! See all 4 customer reviews...

Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition

2011-12-05T10:45:00.001-08:00

Who Is Talking About You?Foreword by Seth Godin and Afterword by Guy Kawasaki.Master the art of word of mouth marketing with this practical hands-on guide.With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth.Learn the five essential steps that make word of mouth work and everything you need to get started using them. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz--when to use them and how simple it is to make them work.Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner--and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion--and why some multi-million-dollar advertising campaigns fail to get noticed.Open your eyes to a new way of doing business--that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.

Amazon Sales Rank: #56388 in Books Published on: 2009-02-03 Original language: English Number of items: 1 Dimensions: .87" h x 6.34" w x 9.32" l, 1.03 pounds Binding: Hardcover 232 pages

From the Back Cover "A quick, practical, and extremely useful guide to word of mouth marketing." - Emanuel Rosen, author of The Anatomy of Buzz "This book is to Gladwell's The Tipping Point as Engineering is to Physics. If you want to understand the deep sociological theories behind interpersonal communication, this isn't the book for you. If you want to understand how to harness interpersonal communication to drive your business, then buy this book." - David Godes, Associate Professor, Harvard Business School "Word of mouth is the valuable currency in today's advertising-saturated world. Andy Sernovitz has written a book packed with ideas on how to do word of mouth marketing the right way." - Jackie Huba and Ben McConnell, authors of Creating Customer Evangelists "It's brief. It's elementary. It's obvious. But the Truth often is. Read this book to relearn what you always knew just in time for it to change your business life." - Bob Garfield, Co-Host of NPR's On The Media "A primer chock full of great stories, tips, and exercises to make you a better word of mouth marketer, no matter what size company you work for. Read it, and you will increase your influence with your customers, and make yourself more influential in your company." - Ed Keller and Jon Berry, The Keller Fay Group, authors of The Influentials "It's an actionable guide for anyone looking to capture the power of word of mouth. Andy has written a book that shows just how simple it is to get people talking about your business. You should read this book and then tell a friend." - Brad Santeler, Director, Kimberly-Clark "No one knows word of mouth (the good, the bad, and the measurable) better than Andy Sernovitz." - Peter Fader, Professor, Wharton School of Business "Andy's approach is practical, affordable and, best of all, ethical. Don't waste your money on mass marketing: Spend it on this book and start people talking." - Greg Stielstra, author of PyroMarketing "Andy brings it together perfectly: the vision, the strategy, and the practical how-to. It's all here." - Geoff Ramsey, CEO, eMarketer "The coolest book on the hottest topic in marketing and communication. Andy tells it all and tells it like it really is. The 5Ts are the best organizing framework for word of mouth I have seen yet. Use them and profit. No hype. No smoke and mirrors. No overblown promises." - Don E. Schultz, Professor Emeritus-in-Service, Northwestern University About the Author Andy Sernovitz teaches word of mouth marketing to the biggest brands and thousands of entrepreneurs and small businesses. He is a popular keynote speaker and CEO of GasPedal and Socialmedia.org. He is also the President Emeritus of the Word of Mouth Marketing Association and teaches word of mouth marketing at Northwestern University. An 18-year veteran of the interactive marketing business, Andy has spent years helping companies learn how to do fantastic marketing. He taught entrepreneurship at The Wharton School, ran a business incubator, and started half a dozen companies.

Most helpful customer reviews 106 of 108 people found the following review helpful. Word of Mouth Marketing - An Essential Read! By Dana I recently finished Andy Sernovitz's new book, "Word of Mouth Marketing: How Smart Companies Get People Talking". Actually, I finished it a while ago, but haven't had time to do a full blog review. The book is a quick read - 4hrs total, give or take, and it's packed full not only of WOM theory and a bit of history, but also with some concrete ideas from real WOM marketers and a checklist or two to boot. I love checklists! The really "shocking" thing about this book, is that it's not one of those "wow, wouldn't it be cool if our company could do that" like "Blue Ocean Strategy, but rather, a book about WHAT EVERY BUSINESS SHOULD ALREADY BE DOING WITH THEIR MARKETING. Seriously, let's look, at what the book tells me to do. You need the Five Ts. Talkers, Topics, Tools, Taking Part and Tracking. * Talkers: Find people who will talk about you * Topics: Give people a reason to talk * Tools: Help the message spread faster and farther * Taking Part: Join the conversation * Tracking: Measure and understand what people are saying Andy has another tidbit that worth the price of the book (or a visit to his site). The Word of Mouth Marketing Manifesto: 1. Happy customers are your best advertising. Make people happy. 2. Marketing is easy: Earn the respect and recommendation of your customers. They will do your marketing for you, for free. 3. Ethics and good service come first. 4. UR the UE: You are the user experience (not what your ads say you are). 5. Negative word of mouth is an opportunity. Listen and learn. 6. People are already talking. Your only option is to join the conversation. 7. Be interesting or be invisible. 8. If it's not worth talking about, it's not worth doing. 9. Make the story of your company a good one. 10. It is more fun to work at a company that people want to talk about. 11. Use the power of word of mouth to make business treat people better. 12. Honest marketing makes more money. 17 of 17 people found the following review helpful. A brainstorming guide to becoming remarkable By Lindy Dreyer This book is exactly what it promises to be...a fun, practical, hands-on guide to the art of word of mouth (WOM) marketing. This book is about getting back to the basics and fueling your desire to build a remarkable organization. The quick summary of what's in the book... * 3 Reasons People Talk About You * 4 Rules of Word of Mouth Marketing * 5 Ts of Word of Mouth Marketing * 6 Big Ideas: Deep Stuff That Changes Marketing Forever The first 59 pages of the book give a thorough, yet concise, overview of the concepts of WOM marketing. For me, the really juicy stuff began on page 61--the HOW-TO section. (That's the pragmatist in me.) Page after page, I found myself writing down ideas, usually a spin-off of something Andy's seen or done...which is a considerable amount. Going back through my notes, many of these ideas are things we can do right away along with things we should have always been doing, but somehow got off track. This book is like a brainstorming guide...it helps you focus on the WOM concepts that matter most. Word of warning...if you're looking for detailed, data-driven analysis of WOM, this is not your book. Most of the negative reviews on Amazon criticized the book for being too "obvious" or "simple." I'd argue that it's the simple and obvious ideas that make this book so powerful, not just for marketing and PR professionals, but for anyone in your organization who interacts with your customers and prospects. BONUS: One of the 5 Ts of Word of Mouth is TOPIC. People often latch onto the most unexpected topics and we need to have the courage to run with it. Andy uses the example of RedEnvelope. Their unexpected topic? Beautiful gift packaging. I've personally ordered from RedEnvelope...it was a gift for my mom. The first thing I heard from her after she received the gift? "The

Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market

2011-12-04T10:30:00.001-08:00

A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

Amazon Sales Rank: #770445 in Books Published on: 2008-03-07 Original language: English Number of items: 1 Dimensions: 1.43" h x 6.40" w x 9.22" l, 1.38 pounds Binding: Hardcover 404 pages

Review "This is a remarkably insightful book, and I strongly recommend it to anyone who needs to really understand the role of the mobile platform in advertising."—Ron Elgin, Chairman and CEO, DDB Worldwide Communications Group"The authors of this book have prepared a blueprint to exploit the global opportunity of mobile advertising. The book is practical, clearly written, and very detailed."—Dr. Young-Chu Cho, President and CEO, KTF, and board member, GSM Association"Very rarely do books like this offer equal value to both advertising buyers and sellers, but Mobile Advertising is a wonderful primer on the mobile landscape and advertising opportunity from both perspectives. Its completeness and clarity makes it an essential resource for any company or person looking to help pioneer or participate in this emerging category."—Chamath Palihapitiya, Vice President, Facebook"As mobile emerges as the last true individual 'channel,' understanding where the marketer fits will be critical... Mobile Advertising gives us a map of this powerful emerging platform."—Larry Weber, Chairman, W2 Group, and author of Marketing to the Social Web"If you believe the future is wireless, then this book is a guide to that future. Simple, fact-filled, and astute."—Om Malik, founder, GigaOM"Today's youth spends more than fifteen hours per day with their phones. One can imagine what a tremendous business opportunity mobile advertising is. The authors of this book explore the critical aspects of this opportunity with analytic rigor, in-depth analysis, and practical insights. I strongly recommend it for anyone involved in the mobile and advertising industries."—Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, and coauthor of Wireless Data Services From the Inside Flap There's plenty of buzz surrounding mobile advertising. The next step is transforming that buzz into real business. Mobile Advertising helps do that by covering the conceptual, analytical, and practical applications of mobile advertising, giving marketers, service providers, and investors in-depth guidance on tapping the full potential of mobile advertising.Despite the excitement about mobile advertising,there are significant obstacles to overcome beforethe medium can become truly meaningful. Here, you'll find a detailed and honest analysis of the hurdles that remain, as well as perspectives on managing and solving them. The authors address direct response promotions and advertisements; search advertising and its pricing and auction derivatives; and brand-based campaigning. While there's work to be done, the authors remain bullish on the opportunity.Other topics include: Development and history of mobile advertising Effects of the Internet and consumer control Metrics and measurements for advertising success Complexities, structural deficiencies, and barriers Business models for successful implementation Case studies covering current practice around the world Technology problems and practical solutions The consumer experience and the future of mobile advertising Key insights from top executives in mobile advertisingThe first comprehensive guide to this nascent industry, Mobile Advertising is perfect for anyone on the technical or marketing side of the mobile advertising equation. Drawing on years of experience from three industry veterans, key insights from top movers and shakers, and detailed case studies from around the world, this is an ideal resource for getting the most out of mobile advertising. From the Back Cover Praise for Mobile Advertising"This is a remarkably insightful book, and I strongly recommend it to anyone who needs to really understand the role of the mobile platform in advertising."—Ron Elgin, Chairman and CEO, DDB Worldwide Communications Group"The authors of this book have prepared a blueprint to exploit the global opportunity of mobile advertising. The book is practical, clearly written, and very detailed."—Dr. Young-Chu Cho, President and CEO, KTF, and board member, GSM Association"Very rarely do books like this offer equal value to both advertising buyers and sellers, but Mobile Advertising is a wonderful primer on the mobile landscape and advertising opportunity from both perspectives. Its completeness and clarity makes it an essential resource for any company or person looking to help pioneer or participate in this emerging category."—Chamath Palihapitiya, Vice President, Facebook"As mobile emerges as the last true individual 'channel,' understanding where the marketer fits will be critical... Mobile Advertising gives us a map of this powerful emerging platform." —Larry Weber, Chairman, W2 Group, and author of Marketing to the Social Web"If you believe the future is wireless, then this book is a guide to that future. Simple, fact-filled, and astute." —Om Malik, founder, GigaOM"Today's youth spends more than fifteen hours per day with their phones. One can imagine what a tremendous business opportunity mobile advertising is. The authors of this book explore the critical aspects of this opportunity with analytic rigor, in-depth analysis, and practical insights. I strongly recommend it for anyone involved in the mobile and advertising industries."—Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, and coauthor of Wireless Data Services

Most helpful customer reviews 5 of 6 people found the following review helpful. Read the Book Before It's Too Late :) By Ivan Komarov It's today's freshest (March 2008) book on Mobile Marketing. I am half through the book and I want to share my immediate impressions. I like how the book is organized. The way the presentation unfolds enhances my reading experience - I am interested to be reminded about all existing marketing channels. Even if you are a teacher of marketing or an experienced marketing professional, it is still good to review - even if one has to battle the temptation to exclaim "I know this!" - the history of marketing. And what this history is teaching us, or at least is making clearer for me, is this: it is hard (the change is usually revolutionary!) but possible (it is just growing a lot!) to predict the next turn in development of marketing. March 1, 2008 article at http://www.alleyinsider.com/ by Henry Blodget cites a poll of 1,979 adults surveyed online by http://www.zogby.com/. In this, claimed representative, sample of the US population: * 48% said their primary source of news is the Internet (up 20% from only a year ago) * 29% of Americans say their primary news source is TV * 11% say it's radio * 10% say it's newspapers Whatever the statistics, here is a general trend: people, on average, spend more time on the Internet than with any other single media. Obviously, the ad budgets follow eyeballs of people (in 2007, the online portion of the total ad spend was estimated at 30%). The shift of marketing to the Internet is truly revolutionary. Growth of the channel and its effectiveness are amazing. The speed is "7 percentage points of market share in a single year". Effectiveness is truly redefined - to paraphrase the famous quote of John Wanamaker, we now know which half of the advertising dollars is wasted. It became possible with the invention of online search advertising model that was introduced by Google. Ads became relevant and contextual; campaign planning became easier; campaign results fairer. What is even more important, in my view, is that marketing campaigns become measurable. Also note that the Internet combines all the features of the old media, to wit: video, audio, pictures, text. At the same time, there is something very new about this channel. It's also interactive. Now think about this: in 2008 the Internet will be more frequently accessed on mobile phones than on PCs. In Japan and Korea, browsing is used by 90 percent of all cell phone users. There are 3 billion cell phone subscribers worldwide, three times the number of PC users, who stare on their phones at least daily. There are two times more people using SMS (TXT) than email. What does it mean? It means that the potential is huge and that it has been building up for the last ten years, now reaching its tipping point. So what is awaiting us soon and how to capitalize on the opportunity? Read! (I also have to finish the book!) 2 of 2 people found the following review helpful. Seminal Handbook for Mobile Marketing By Mobile Point View by Paul Ruppert Chetan Sharma, Joe Herzog and Victor Melfi have provided a comprehensive analysis of the growing field of mobile marketing and advertising--deftly illuminating the refinement of advertising arts from persuading the customer to now engaging the customer wherever, whenever, and whatever they may be doing via their mobile or wireless phone. As an executive and consultant in the mobile marketing business, I especially liked their engaging tone and educational style which truly separates them from other books which spend too much time on the bits and bytes of mobile technology and fail to take on its complex commercial methods. Mobile Advertising's extensive review of this developing and lucrative field will supercharge beginners understanding and even polish a professional's perspective. Setting the stage with an evolution of the advertising business and how its convergence with mobile