Kategoria BISAC: Business & Economics >> Advertising & Promotion

From the international go-to guys in small business know-how:

Your source for the strategies, skills and confidence every business owner needs to succeed

Remember what it was like learning how to ride a bicycle? Now imagine how it would've been if you'd tried to do it blindfolded.

Pretty scary, right?

Yet, right now, all over the world, millions of men and women are trying to make a go of running small businesses without a clear picture of where they're going or how to get ahead. No wonder so many small businesses fail in their first year of...

Run a Profitable Google AdWords Campaign

Reach millions of targeted new customers at the precise moment they're looking for the products and services you're selling with help from this hands-on guide. Winning Results with Google AdWords, Second Edition reveals the latest strategies for writing successful ads, selecting and grouping specific keywords, increasing conversion rates, and maximizing online sales. You'll also learn how to expand your ad distribution, test and tweak your ads, track results, and much more. Find out how boost visibility and increase...

TURN EVERY BUSINESS CONNECTION INTO A PAYING CLIENT

With a Foreword by Michael Port, bestselling author of Book Yourself Solid

Clients, Clients, and More Clients arms you with powerful tools from the field of psychology for building every business connection into the kind of relationship that leads to referrals, joint ventures, and sustainable business growth.

"In this book--chock full of ideas at the intersection of marketing and psychology--Larina Kase shows you how to master the art of building relationships that drive new...

"How to Give Financial Advice to Women is full of specific and useful suggestions to help financial advisors serve female clients more effectively. A great addition to any financial planner's professional bookshelf." -- Rick Kahler, CFP, coauthor of Conscious Finance and The Financial Wisdom of Ebenezer Scrooge

"Finally a comprehensive answer to Freud's famous question, 'What do women really want?'--at least when it comes to financial advice. . . . A must-read manual for financial advisors...

If you've ever struggled to craft a persuasive message that really hits the spot you'll know

it's harder than it looks. Wouldn't it be helpful to have an expert on hand to give you tips and tricks? Someone who could pass on their knowledge and know-how? Someone

who told you how the professionals really do it? Well, that's exactly what this book does for aspiring copywriters. Think of it as a rocket-assisted launch for your writing career.

Brilliant Copywriting is packed with practical techniques to help anyone who works with words to improve their writing. It...

Part 1, Strategies, operates on the premise that the idea beneath an ad's surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategy into play. It discusses the tools at a copywriter's command--creating a distinctive brand voice, telling stories, using language powerfully and originally--as well as the wide...

This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China.

Features include:

• evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the...

'A no-holds-barred overview of the very competitive but ultimately rewarding industry that is advertising. Insightful, well-informed, frank and honest. An inspirational eye-opener for all Adland wannabes' - Gyles Lingwood, Course Leader, Creative Advertising, University of Lincoln, UK

'Like the advertising business, Tibbs' book is dynamic, edgy, and challenging. It captures the industry's excitement, energy, intellect, and creativity. The book is an inspiration and should be standard reading for all practitioners, students, and...

This book offers a critical, empirically-grounded and contemporary account of how advertisers and agencies are dealing with a volatile mediascape throughout the world, taking a region-by-region approach.

It provides a clear, systematic, and synoptic analysis of the dynamic relationship between media, advertisers, and agencies in the age of globalization, and in an era of transition from 'mass' to 'social' media.

Advertising attracts much public criticism for the commercialization of culture and its apparent impact on social and personal life. This book outlines and assesses...

This book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated content, brand communities and the whole panoply of Web 2.0-mediated marketing technologies all have their foundations in an overt positioning of interactivity as the savior of effective marketing communication. Yet, what exactly is meant by interactivity in these contexts and how far does it represent a revolution in the methodologies of marketing? Anchoring his analysis in a critique of the...

We all understand the basic principles underpinning marketing activity: to identify unfulfilled needs and desires and boost demand for the solutions a product is offering. The mantra is always "sell more." De-marketing tries for the very opposite. Why would a company actively try to decrease demand?

There are many good reasons to do so: a firm cannot supply large enough quantities, or wants to limit supply to a region of narrow profit margin. Or, crucially, to discourage undesirable customers: those that could be bad for brand reputation, or in the case of the finance sector, high risk....