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The Idea Writersby Teressa Iezzi
Palgrave Macmillan 2010; US$ 9.99The Idea Writers guides both new and experienced copywriters through the process of creating compelling brand content and experiences that sell. more...
The Age of Persuasionby Terry O'Reilly; Mike Tennant
Counterpoint 2010; US$ 26.00Stop to consider the culture of the 21st century: Each morning, you might hear a half-dozen ads on the radio before your feet touch the floor. Staggering out of bed, youll pass brand logos on your clothing and in your bathroom. By the end of the day, hundreds perhaps thousands of marketing messages have targeted you. And yet so little is understood about how marketing affects our lives, our society, and our world. more...
Learn Marketing with Social Media in 7 Daysby Linda Coles
John Wiley & Sons 2011; US$ 32.00Discover how to use social media to give your business an unbeatable competitive edge in no time! Written by an internationally renowned social media guru, Learn Marketing with Social Media in 7 Days supplies you with the knowledge and tools needed to use Twitter, LindkenIn, Facebook, YouTube and other popular social media platforms to grow your business. Geared towards small business owners and entrepreneurs, it provides step-by-step guidance on creating low-cost, high-impact online marketing strategies that really work. You'll learn how to create an effective social media presence for your business, measure the fruits of your efforts, and maintain your social media sites in just thirty minutes a day. Supported by practical information,... more...
Online Promotionsby Bill Carmody
John Wiley & Sons, Inc. 2001; US$ 34.99The only complete guide to creating and managing successful online promotions Attracting customers and driving sales in today's increasingly crowded, hyper-competitive online marketplace requires sophisticated new promotional techniques using a host of ever-evolving media tools. The first hands-on guide devoted exclusively to the subject, this book tells advertising and marketing professionals what they need to know to create and manage online promotions that pop. Drawing upon his experiences developing online promotions for Fortune 500 clients such as 3Com, AOL, Microsoft, Visa, and Xerox, expert Bill Carmody covers the latest thinking and practices in multi-brand promotions, advertising online promotional campaigns, data-gathering techniques,... more...
Advertisingby Iain MacRury
Routledge 2004; US$ 30.95Written in an accessible and interesting style this book presents a clear and easy guide to the main approaches to advertising, and explores how advertising can be studied as a cultural industry. more...
Wordcraftby Alex Frankel
Crown Publishing Group 2004; US$ 11.99"Five little words: BlackBerry, Accenture, Viagra, Cayenne, e-business. Two of the words are appropriated (BlackBerry and Cayenne); two are completely made up (Viagra and Accenture); and one (e-business) is a composite word made of a word and a letter that already exist. . . .These five words are the characters in this book." Words shape and move the modern marketplace; they are at once ubiquitous and invisible. But where do words such as Saturn, PowerBook, and Tylenol originate? How did we come to "xerox" our paperwork and "have a cup of Starbucks"? Which names work, and why? For journalist Alex Frankel, what began as an exercise in curiosity--tracing the evolution of a handful of the most successful brand names... more...
Persuasion in Advertisingby John O'Shaughnessy; Nicholas Jackson O'Shaughnessy
Routledge 2003; US$ 58.95A practical and in-depth guide to the art of advertising persuasion, this book explains how advertising works and sets out strategies for advertisers to adopt, drawing on research, concepts and case examples from the US and Europe. more...
Radio Activeby Kathy M. Newman
University of California Press 2004; US$ 15.95Radio Active tells the story of how radio listeners at the American mid-century were active in their listening practices. While cultural historians have seen this period as one of failed reform--focusing on the failure of activists to win significant changes for commercial radio--Kathy M. more...
Life After the 30-Second Spotby Joseph Jaffe
John Wiley & Sons, Inc. 2005; US$ 29.95The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective.... more...
TV Commercialsby Ivan Cury
Elsevier 2004; US$ 52.95Understanding how commercials are made is the key to doing it right. This descriptive book is a step-by-step guide on the mechanics of creating a commercial from a production perspective. Making commercials on all types of budgets is addressed. There is material describing the roles and dynamics of the key players: the producer/director, agency, and client. This book outlines the requirements of each group so that everyone can understand and appreciate each other's needs. * Learn to make more effective commercials on any budget * A comprehensive guide to production techniques for making commercials * Explains dynamics between client, agency, and producer more...