Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.
The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis as well as those who must ultimately approve strategic media decisions.Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples.Key changes in the Fourth Edition include: A better grounding in the role of media in an advertising and marketing plan today, with a new first chapter on the changing role of media planning in agencies today; Increased coverage of communication planning; Added focus on the importance of media strategy early on in the book through a new chapter; A new chapter on evaluating media vehicles, filled with up-to-date examples; Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular; A new chapter on search engine marketing and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media; A new chapter on gaming, and many new examples of the latest digital media, with an emphasis on social media, and a new framework for analyzing current and future social media; A new chapter on international advertising; A new chapter on campaign evaluation.An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
This translation of A Brief History of Radio Astronomy in the USSR makes descriptions of the antennas and instrumentation used in the USSR, the astronomical discoveries, as well as interesting personal backgrounds of many of the early key players in Soviet radio astronomy available in the English language for the first time. This book is a collection of memoirs recounting an interesting but largely still dark era of Soviet astronomy. The arrangement of the essays is determined primarily by the time when radio astronomy studies began at the institutions involved. These include the Lebedev Physical Institute (FIAN), Gorkii State University and the affiliated Physical-Technical Institute (GIFTI), Moscow State University Sternberg Astronomical institute (GAISH) and Space Research Institute (IKI), the Department of Radio Astronomy of the Main Astronomical Observatory in Pulkovo (GAO), Special Astrophysical Observatory (SAO), Byurakan Astrophysical Observatory (BAO), Crimean Astrophysical Observatory, Academy of Sciences of the Ukraine (SSR), Institute of Radio Physics and Electronics of the USSR Academy of Sciences (IRE), Institute of Terrestrial Magnetism, the Ionosphere and Radio-Wave Propagation Institute (IZMIRAN), Siberian Institute of Terrestrial Magnetism, the Ionosphere and Radio-Wave Propagation (SibIZMIRAN), the Radio Astrophysical Observatory of the Latvian Academy of Sciences and Leningrad State University. A Brief History of Radio Astronomy in the USSR is a fascinating source of information on a past era of scientific culture and fields of research including the Soviet SETI activities. Anyone interested in the recent history of science will enjoy reading this volume.
Walter Taplin here presents the first fruits of his exhaustive enquiry into the causes of this massive feature of contemporary life. Advertising has deeper and more interesting sources than the mere desire of manufacturers to secure markets, or of high-pressure salesmen to secure commissions. Taplin explores the nature of human wants, examines the functions and limitations of information, and distinguishes the good from the bad in the arts of persuasion. His approach to the subject is indeed a new one, and of the greatest value to all who wish to understand one of the most powerful forces of the day.
First published in 1960.