"If the images don't inspire you to think differently, there probably isn't much that will."—Dynamic GraphicsTwenty years ago an advertiser could... reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering because of the lack of innovation within the traditional advertising formats and the power that media fragmentation and technology give to consumers to tune out the noise.The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire, and ambient, and Tom Himpe is the first to harness them into an integrated communications approach. There is no longer one route to grab consumer attention, and Advertising is Dead is the only complete survey of this global shift. 435 color illustrations.

You don't have to be especially "creative." And you can forget about writer's block. Because now, even if you've never written advertising before,... there's a simple proven way to Write *ADS* Great copywriters aren't born. They're made! That's because writing isn't a talent you're born with--it's a skill as learnable as driving a car or typing. Write Great Ads takes the mystery out of copywriting and shows how to write effective advertising copy for print ads, direct mail packages, radio spots, and television commercials. Write Great Ads takes you, step-by-step, through every aspect of the process. You'll learn:* How to zero in on the key features and benefits of your ad* How to write a headline that really sells* How to come up with an original, effective selling concept* How to put all the facts together and craft an irresistible call to action--guaranteed to pull in sales!This one-of-a-kind workbook breaks advertising down into simple steps that anyone--no matter what your level of experience--can master and enjoy. Write Great Ads is also packed with fill-in exercises and self-tests so you can practice each step immediately. "This is a practical, straightforward, and instructive book with heavy emphasis on fundamentals--all in good, clear, no-nonsense English--and an overall good reference for anyone interested in better communications."

Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be... made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest... advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning.

Netter's Neurology, 2nd Edition, by Drs. H. Royden Jones, Jayashri Srinivasan, Gregory J. Allam, and Richard A. Baker uses visually rich Netter artwork... to efficiently provide you with a concise overview of general neurology and its intersection with internal medicine, neurosurgery, ophthalmology, psychiatry, and orthopedics. From stroke and epilepsy to dementia and neuromuscular disorders, Netter's Neurology is a thorough synopsis of the state of the art in most areas of adult neurology. You'll rapidly access complete introductions to clinical details, complex concepts, and correlations between anatomical, pathological, physiological, and pharmacological aspects in the clinical settings. Netter - it's how you know.Master general neurology and its intersection with internal medicine, neurosurgery, ophthalmology, psychiatry, and orthopedics through comprehensive topic coverage. Get a quick and memorable overview of anatomy, pathophysiology, and clinical presentation from the precision and beauty of Netter and Netter-style plates that highlight key neuroanatomical and neurologic concepts. Explore specific clinical applications with vignettes included throughout the text that bring each topic to life. Find the information you need quickly and easily thanks to the short text and concise topic overviews. See the latest developments in the field in clear detail with new artwork and new entries on ALS, Eastern Equine Encephalitis, African Sleeping Sickness, and more. Effectively visualize the underlying anatomy in living patients through upgraded neuroimaging coverage, including MR, CT, and PET. Tap into additional treatment information with more clinical vignettes that provide "real-life" illustrative case evaluations.

The days when branders could consult a stayed formula again and again to reach their consumer are over. In the digital communications age, branders... reluctant to embrace this new cultural landscape run the risk of becoming obsolete overnight. Big companies no longer dominate the public's consciousness by default; conversely, small companies who think big now have the opportunity to be key players. Tom Himpe presents 18 new mantras for advertising, communications, and business in general to both overcome new obstacles and exploit new opportunities. His mantras are brought to life with 150 exemplary campaigns from companies big and small, all across the world.

If you are an aspiring or professional photographer looking to break into advertising, "Advertising Photography: A Straightforward Guide to a Complex... Industry" will provide you with an honest and uncensored look at this highly competitive and lucrative business. While working in the advertising photography industry can be glamorous and financially rewarding, it can also be intimidating and difficult to break into, requiring networking savvy, financial know-how, and marketing and business skills on top of photographic talent. Advertising Photography strips away the glitz and presents a candid and complete picture with solid advice to newcomers. You'll learn how to get your business started, including writing a business strategy, successfully negotiating a bid, what to expect during the shoot, post production and delivery tips, and how to properly invoice your clients. The book explores several business management styles supported by the real-world experiences of veteran advertising photographers, illustrated with stunning full-color images of the work that got them where they are today. By examining the methods and strategies used by those who have already made it in the industry, you'll learn smart business practices to apply to your own work, giving you time to focus on the creative aspects of your craft, which is what will ultimately lead you to a successful advertising photography career. Learn from the experiences--good and bad--of those who have been there! -Practical how-to tips, information, and examples from each of the top genres -Learn how to get your business started, including writing a business strategy, licensing and copyright information, creating branding for websites and portfolios, insurance and legal issues, and more -Essential industry resources for estimating and invoicing software, professional organizations, marketing services, and creative consultants