This book is carefully structured to follow the basic sequence of tasks with which a planner is concerned. There are chapters on formulating the core strategy, how to tranform that strategy into an inspiring brief, evaluating the effectiveness of advertising and the broader influence of planning. How to Plan Advertising is a clear, informative and entertaining book, written for anyone who is interested in the way in which advertising is developed in agencies. It provides a foundation of knowledge for those embarking upon a career in advertising, and is an essential reference for all students...

Biophysical Chemistry covers the physical chemistry of biological macromolecules and the experimental techniques used to study them. Topics covered include: an introduction to biological molecules; spectroscopy, mass spectrometry and hydrodynamics of macromolecules; a ""bluffer's guide"" to molecular thermodynamics; biomolecular kinetics; chromatography and electrophoresis; and single-molecule methods. The easily digestible, pragmatic approach captures the reader with the fascinating challenges the subject poses for theoretical and experimental scientists. This book will be ideal for early...