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Penguin Group US 2005; US$ 15.00Word of mouth is an amazingly powerful force ? but how does it really work? . Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising. But it?s easier said than done. As the founder of BzzAgent, a community of more than 400,000 people who volunteer to talk to friends and acquaintances... more...
Advertising For Dummies
Wiley 2007; US$ 21.99So, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you went into business in the first place. But how can you make your ad look and sound like champagne if your budget can only afford beer? Are you wasting your time trying to sell ice to an Eskimo? The world... more...
Practice of Advertising
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Gimme! The Human Nature of Successful Marketing
Wiley 2007; US$ 24.95In Gimme!, advertising research expert John Hallward shows you how the most effective advertising campaigns tap into our most basic, primal emotions to convince consumers to buy. For marketers and advertisers, this book looks at the human nature of consumers and presents the proven tactics, techniques, and arguments that best motivate the human animal... more...
