A veteran copywriter offers advice on how to spark ideas and then capture them in copy, how to write headlines that attract attention, how to make ads believable and motivate readers to act, and how to learn from failure as well as success. Readers will discover principles, procedures, and practical suggestions for every medium and style of advertising.
WHAT is there about some letters that makes them so much more effective than others? A letter may have perfect diction, a finished style; it may bristle with attention-getters and interest-arousers; it may follow every known rule; yet when it reaches where the reader sits and decides its fate, it may find itself in a wastebasket, while something lacking any polish, picks up the bacon and walks home with it. Why? People will give, when you have stirred their emotions. People will invest, when you have aroused their cupidity. And people want to know the future, so if you can persuade them that you are any sort of Prophet, they will buy your forecasting. It all comes back to the point we made in the beginning-""What do they want?"" What is the bait that will attract your fish and make them bite? Find that-and you will be as successful in bringing back orders as any angler can be with a properly baited hook in bringing in the fish. Get your copy today and learn the Masters of Marketing Secrets!
Sheds light on the history of food, cooking, and eating. This collection of essays investigates the connections between food studies and women's studies. From women in colonial India to Armenian American feminists, these essays show how food has served as a means to assert independence and personal identity.
This text maintains a problem and policy oriented approach to development economics. It focuses on people and government in developing countries.
In the years between the world wars, Manhattan's Fourteenth Street-Union Square district became a center for commercial, cultural, and political activities, and hence a sensitive barometer of the dramatic social changes of the period. It was here that four urban realist painters--Kenneth Hayes Miller, Reginald Marsh, Raphael Soyer, and Isabel Bishop--placed their images of modern "new women." Bargain stores, cheap movie theaters, pinball arcades, and radical political organizations were the backdrop for the women shoppers, office and store workers, and consumers of mass culture portrayed by these artists. Ellen Wiley Todd deftly interprets the painters' complex images as they were refracted through the gender ideology of the period. This is a work of skillful interdisciplinary scholarship, combining recent insights from feminist art history, gender studies, and social and cultural theory. Drawing on a range of visual and verbal representations as well as biographical and critical texts, Todd balances the historical context surrounding the painters with nuanced analyses of how each artist's image of womanhood contributed to the continual redefining of the "new woman's" relationships to men, family, work, feminism, and sexuality.
To maintain their own health and the health of their families and communities, consumers rely heavily on the health information that is available to them. This information is at the core of the partnerships that patients and their families forge with today’s complex modern health systems. This information may be provided in a variety of forms â€" ranging from a discussion between a patient and a health care provider to a health promotion advertisement, a consent form, or one of many other forms of health communication common in our society. Yet millions of Americans cannot understand or act upon this information. To address this problem, the field of health literacy brings together research and practice from diverse fields including education, health services, and social and cultural sciences, and the many organizations whose actions can improve or impede health literacy. Health Literacy: Prescription to End Confusion examines the body of knowledge that applies to the field of health literacy, and recommends actions to promote a health literate society. By examining the extent of limited health literacy and the ways to improve it, we can improve the health of individuals and populations.
"Here are all the proven selling techniques to remove the guesswork from advertising, making it a science of sure results. From writing the headline to making the offer...from finding the right appeal to putting it into your copy...from selling layouts to conducting practical, affordable testing, Caples shows you, step by step, how to make all your advertising successful." "You'll learn why some ads work, and why others fail. You'll discover how to write headlines that attract readers...choose graphics that help sell your product...and find the right appeal for your audience."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved
The classic guide to copywriting, now in an entirely updated third edition This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention—and sell more products. Among the tips revealed are • eight headlines that work—and how to use them • eleven ways to make your copy more readable • fifteen ways to open a sales letter • the nine characteristics of successful print ads • how to build a successful freelance copywriting practice • fifteen techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy. "I don't know a single copywriter whose work would not be improved by reading this book." —David Ogilvy
Praise for The Seven Lost Secretsof Success "Buy this book, apply these secrets, and your prosperity will be assured." -Dan McComas, President, Dan McComas Associates, Marketing & Management Consultants "This breakthrough book, based on the ideas of a forgotten genius, will help smart marketers increase their effectiveness a minimum of fivefold." -Bruce David, publisher of Starting Smart "The principles are sound and sensible and guaranteed to help any businessperson make more money. Since 99.9 percent of businesses don't use them, anyone putting the seven lost secrets to work will gain an unbelievable edge over the competition." -Bob Bly, author of eighteen business books, including Selling Your Services "One of the most revealing works ever-I literally couldn't put it down. There are life and business success lessons in each chapter." -Jim Chandler, President, VistaTron "Barton was the messiah of business who helped America pull out of the Great Depression. Now he can help all of us survive the current recession." -Scott Hammaker, CEO, Nashville Party Connection "An excellent guide to better advertising, better promotions, and better marketing. My copywriting abilities and creative strategies have been strengthened and broadened. I'm awed and inspired." -Tina Nokes, owner, A-Plus Resume Service "A passionate book on the timeless, inspiring, perceptive, forceful, and sincere ideas of Bruce Barton-a man nobody really knew, a genius lost in history." -Jim King, CPA, Houston "These proven principles are the foundation upon which to build a prosperous enterprise." -Mark Weisser, CEO, Gulf Coast Security Systems
How to Make Your Advertising Make Money by John Caples In this remarkable reference, John Caples, a man who has won countless awards and made millions of dollars for some of the largest companies in the United States, draws upon more than 50 years of experience to show you how to write advertising copy that sells anything and everything... write headlines that command instant attention...save thousands of dollars in expenses each year...and much more. Containing hundreds of true stories, checklists, and guidelines, this sourcebook is for every copywriter, creative director, and business executive who wants to learn how to write copy that sells-from the master who most say did it better than anyone. You'll get: 1. Secrets of Successful Advertising 2. Twelve Ways to Find Advertising Ideas 3. Three Famous Case Histories 4. How to Get Ideas from Brainstorming 5. 303 Words and Phrases that Sell 6. How to Write Sentences that Sell 7. Sales Appeals that Last Forever 8. How to Write Headlines that Make Money 9. How to Use Stories to Sell Products 10. Tips on Copywriting 11. How Editorial Style Ads Can Bring Increased Sales 12. How to Write Sales Letters that Make Money 13. How Direct Response Can Help Advertisers Make Money 14. Ways to Improve Your Copy 15. How to Write Radio Commercials that Get Action 16. How to Apply Mail Order Know-How in Writing TV Commercials 17. Summing Up My Success Secrets I Have Learned in 50 Years Meet the Author John Caples was Vice President of BBDO, Inc. when he retired after 40 years of service with the nation's third largest advertising agency. The creator of such classic ads as "They Laughed When I Sat Down at the Piano" and "They Grinned When the Waiter Spoke to Me in French," and a member of the Copywriters's Halls of Fame, Mr. Caples built a nationwide reputation for his research and scientific methods of testing advertising effectiveness.
Tabloid headlines attack the binge drinking of young women. Debates about the classification of cannabis continue, while major public health campaigns seek to reduce and ultimately eliminate smoking through health warnings and legislation. But the history of public health is not a simple one of changing attitudes resulting from increased medical knowledge, though that has played a key role, for instance since the identification of the link between smoking and lung cancer. As Virginia Berridge shows in this fascinating exploration, attitudes to public health, and efforts to change it, have historically been driven by social, cultural, political, and economic and industrial factors, as well as advances in science. They have resulted in different responses to drugs, alcohol, and tobacco at different times, in different parts of the world. Opium dens in London, temperance and prohibition movements, the appearance of new recreational drugs in the 20th century, the changing attitudes to smoking: by taking us through such examples, moulded by socio-economic and political forces, including the growing power of pharmaceutical companies, Berridge illuminates current debates. While our medical knowledge has advanced, other factors help shape our responses, as they have done in the past.
Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.
Explains how top brands have maintained a competitive edge, how rapid Internet-based networks are challenging the control of brand reputation, and how companies can safeguard marketing messages for maximum clarity, focus, and profit.
Armed with only a notebook and a handheld global positioning device, Wark tracks the secret passage free time and free thought through the spaces of an everyday life.
The influence of Jews in American entertainment from the early days of Hollywood to the present has proved an endlessly fascinating and controversial topic, for Jews and non-Jews alike. From Shtetl to Stardom: Jews and Hollywood takes an exciting and innovative approach to this rich and complex material. Exploring the subject from a scholarly perspective as well as up close and personal, the book combines historical and theoretical analysis by leading academics in the field with inside information from prominent entertainment professionals. Essays range from Vincent Brook's survey of the stubbornly persistent canard of Jewish industry "control" to Lawrence Baron and Joel Rosenberg's panel presentations on the recent brouhaha over Ben Urwand's book alleging collaboration between Hollywood and Hitler. Case studies by Howard Rodman and Joshua Louis Moss examine a key Coen brothers film, A Serious Man (Rodman), and Jill Soloway's groundbreaking television series, Transparent (Moss). Jeffrey Shandler and Shaina Hamermann train their respective lenses on popular satirical comedians of yesteryear (Allan Sherman) and those currently all the rage (Amy Schumer, Lena Dunham, and Sarah Silverman). David Isaacs relates his years of agony and hilarity in the television comedy writers' room, and interviews include in-depth discussions by Ross Melnick with Laemmle Theatres owner Greg Laemmle (relative of Universal Studios founder Carl Laemmle) and by Michael Renov with Mad Men creator Matthew Weiner. In all, From Shtetl to Stardom offers a uniquely multifaceted, multimediated, and up-to-the-minute account of the remarkable role Jews have played in American movie and TV culture.
The Essay Connection presents a provocative and timely collection of rhetorically arranged essays by professional and student writers that stimulate critical thinking on ethical, social, and political issues, enabling students to make connections and write with a more informed point of view. The essays range from the personal to the scientific and cover a variety of modes—including narration, process analysis, comparison and contrast, and persuasion—to prompt students' interest in different disciplines and genres. Both the professionally written essays (by scientists, economists, and journalists among others) and the student ones inspire and motivate students who are taking composition as a requirement. Most essays are printed in their entirety, serving as better models for student writing than the excerpts often found in other readers. Throughout the text, Bloom offers practical, clear advice on the art of writing that compliments the essays. In addition, rich visuals, fiction, poetry, and creative nonfiction provide a full set of models to bolster critical-thinking, reading, and writing skills. The Eighth Edition offers more than 30 new essays to stimulate students' interest. In addition, an expanded argument casebook as well as new visuals, poems, and works of creative nonfiction and fiction build on the strengths of previous editions, while new material on the Online Study Center for students strengthens students' writing and reading comprehension skills. New! More than one third of the 92 readings are new, including essays by Sherman Alexie, Lynda Barry, Chang-rae Lee, Richard Rodriguez, David Sedaris, Sherry Turkle, and Mark Twain. New! Two new creative nonfiction essays (Amanda Cagle, "On the Banks of the Bogue Chitto" and Meredith Hall, "Killing Chickens") and two new works of fiction (Elizabeth Tallent, "No One's a Mystery" and Tim O'Brien, "How to Tell a True War Story") show how writers use the techniques of these genres to tell stories. New! Six new poems (plus Seamus Heaney's poem in the previous edition, "Horace and Thunder") reflect the rhetorical strategy of the chapters that they begin and also serve as commentaries on the topics of the essays. New! New, engaging visuals throughout the text—including selected new opener photos and in-text pictures; an eight-page color photo essay on "War and Peace" to complement the argument casebook; and new cartoons and graphic essays—stimulate students' motivation to learn and illustrate the complex issues within the chapters. New! A concluding feature in each chapter shows how one rhetorical strategy, such as definition, can be used in conjunction with another strategy, such as process analysis. New! The expanded argument casebook, "Controversy in Context: Implications of World Terrorism and World Peace" now includes nineteen core readings, a portfolio of photographs, and a political cartoon. New! The new book-specific Online Study Center for students compliments the book with additional resources for writing and research, visual literacy activities, annotated student essays, flashcards of glossary terms, and ACE practice quizzes that test reading comprehension. Twelve complete student essays, as well as excerpts from thirteen student writers' notebooks, provide students with real peer models. The author's emphasis on the writing process appears throughout the text, especially in chapter lessons on speaking, reading, writing, and revising. Drafts of a real student paper demonstrate the writing process at work.
THE NEW EDITION OF THE STOCK INVESTING CLASSIC--PACKED WITH STRATEGIES FOR TODAY'S MARKET REALITIES You don't have to be a financial expert to make great money in the stock market. You just need to know the basics of the market, when to invest, and how to avoid being an easy mark for more sophisticated investors. Understanding Stocks, Second Edition, contains all the key material that made the first edition so popular—plus critical new information you need to succeed in a highly transformed investing landscape. This go-to guide shows how to do everything from opening an account to making informed decisions when evaluating stocks and trading. Brand-new material covers: Short selling Commodities and bonds Fundamental and technical analysis Market indicators ETFs High-frequency trading Containing new interviews with successful traders who reveal all their secrets, Understanding Stocks puts you on the path to stock market success by showing how to keep from losing your money before it's been given a chance to truly work for you.
The lives of two different couples--wealthy Los Angeles liberals Delaney and Kyra Mossbacher, and Candido and America Rincon, a pair of Mexican illegals--suddenly collide, in a story that unfolds from the shifting viewpoints of the various characters.
This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course, it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasizes topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities. This 3rd Edition has been updated to include: Coverage of hot topics such as use of technology and social media, power of the consumer and effect on decision making, innovations in product design and packaging, ethical marketing and sustainability marketing Updated online resources including: power point slides, test bank of questions, web links and additional case studies New and updated international case studies looking at a broad range of hospitality settings such as restaurants, cafes and hotels New discussion questions to consolidate student learning at the end of each chapter.
How easy is it to fall off a log? Where is the middle of nowhere? Do we really have no bananas? The readers of OLD GIT magazine are a batty, befuddled, potty-mouthed bunch, who seem to spend a significant chunk of their spare time corresponding with the publication's popular letters page. DO ANTS HAVE ARSEHOLES? is a very funny, very silly collection of questions and answers taken from this column, none of which has any basis whatsoever in fact. A must for all those who relish a heady mixture of shaggy-dog stories, toilet humour and utter lack of insight.

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