Advertising: Concept and Copy (Third Edition) by George Felton

Advertising: Concept and Copy (Third Edition) by George Felton PDF, ePub eBook D0wnl0ad

The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully.

A classic text now in a new edition, George Felton’s Advertising: Concept and Copy is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing smart strategy to executing it with strong ads―from what to say to how to say it. 

Part 1, Strategies, operates on the premise that the idea beneath an ad’s surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategy into play. It discusses the tools at a copywriter’s command―creating a distinctive brand voice, telling stories, using language powerfully and originally―as well as the wide variety of media and advertising genres that carry and help shape messages. But great executions are elusive. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work. 

In brief, this book shows how to find strong selling ideas and how to express them in fresh, memorable, persuasive ways. The new edition features greatly expanded discussions of guerrilla advertising, interactive advertising, brand voice, storytelling, and the use of social media. Hundreds of ads in full color, both in the book and on an accompanying Web site, demonstrate the best in television, radio, print, and interactive advertising. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer’s copywriting text.

500 color illustrations

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Louis I. Kahn: Houses by Yutaka Saito

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Graceful detail, simple materials, abstract forms, monumentality; common elements to KahnÂ’s architecture known for his large scale buildings throughout North America, India and Bangladesh. But less known, are his house designs. In total 20 private house plans (not including renovations) were designed by Kahn. Nine of these were realized and are profiled here; interior and exterior serenely pictured in both full page spreads. Also includes 3 extra essays and a fold out with plans of Kahn's buildings.

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Frameworks for Modern Art (Art of the Twentieth Century)

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This is the first of four books in the Open University series Art of the Twentieth Century. The opening chapter discusses key concepts such as modernity, modernism, autonomy, spectatorship and globalisation. It is followed by four case studies, each of which is devoted to a specific work of art chosen from across the span of the century: Marcel Duchamp's Bottlerack, Barnett Newman's Eve, Ana Mendieta's Silueta series, and Yarla by the Australian Aboriginal Yuendumu community. These works have been selected not only for their intrinsic interest, but for the way in which they open up wider questions of meaning and interpretation that are central to understanding 20th-century art. issues and debates about art and its place in the wide culture today. Topics include the relation of the modernist mainstream to later postmodernist standpoints, the status of the art object, the development of a fully abstract art, the role of gender and identity in the expanding field of art and the globalisation of art practice.

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Chicago's Urban Nature: A Guide to the City's Architecture + Landscape by Sally A. Kitt Chappell

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Chicago—whose motto is “City in a Garden”—is currently at the forefront of a global movement to end the division between town and country. In Chicago’s Urban Nature, Sally A. Kitt Chappell provides a beautifully illustrated guide to the city’s stunning blend of nature and architecture.

At the heart of this new urban concept is the idea of connection, bringing buildings and landscapes, culture and nature, commerce and leisure into an energetic harmony. With Chicago’s Urban Nature in hand, you’ll see those connections woven through the fabric of the city. Chappell provides new insights into such historic Chicago sites as Jens Jensen’s Garfield Park Conservatory, Frederick Law Olmsted’s Jackson Park, and Alfred Caldwell’s Lily Pond, then takes us to the innovative contemporary green spaces they influenced, from City Hall’s rooftop garden to the North Lawndale Green Youth Farm to Chicago’s heralded new Millennium Park. These beautiful green spaces, with their unprecedented melding of art, architecture, and ecology, have become far more than places of escape for Chicagoans—they’re now fully integrated into the urban scene, an essential part of the cultural life of the modern city.

Packed with maps and recommended tours, and bursting with splendid photos, this is an essential guidebook for day-trippers, lifelong Chicago residents, and professionals in landscape architecture, urbanism, and design.

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Family Nursing: Research, Theory, and Practice (5th Edition) by Marilyn R Friedman, Vicky R. Bowden, Elaine Jones

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This popular book addresses the full practice of family nursing—identifying the family as a whole—and teaches a holistic, philosophical approach. The reader is guided through generalized concepts and theoretical foundations, reality-based applications, case studies, thorough and updated discussions, assessment, and nursing diagnoses. Well-organized and complete, this edition includes foundations in family theory and family nursing—essential in preparing a comprehensive family nursing assessment and planning appropriate interventions. A four-part organization covers introductory concepts, theoretical foundations of family nursing, family nursing practice, and cultural diversity among families. For pediatric nurses, nurse practitioners, family counselors, clinical nurse specialists, and anyone planning for a career in family or community cursing.

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Oxford Bookworms Library: David Copperfield: Level 5: 1,800 Word Vocabulary (Oxford Bookworms Library: Stage 5) by Charles Dickens

Oxford Bookworms Library: David Copperfield: Level 5: 1,800 Word Vocabulary (Oxford Bookworms Library: Stage 5) by Charles Dickens PDF, ePub eBook D0wnl0ad

This award-winning collection of adapted classic literature and original stories develops reading skills for low-beginning through advanced students.

Accessible language and carefully controlled vocabulary build students' reading confidence.

Introductions at the beginning of each story, illustrations throughout, and glossaries help build comprehension.

Before, during, and after reading activities included in the back of each book strengthen student comprehension.

Audio versions of selected titles provide great models of intonation and pronunciation of difficult words.


From reader reviews:

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A Photographic Guide to the Birds of Indonesia: Second Edition by Morten Strange

A Photographic Guide to the Birds of Indonesia: Second Edition by Morten Strange PDF, ePub eBook D0wnl0ad

A Photographic Guide to the Birds of Indonesia is the best, most comprehensive photographic guide to the birds of Indonesia.

Because of its vast size and geographical location, Indonesia has the world's most diverse avifauna. It boasts of more than 1,600 species—of which 235 rare birds are only found in Indonesia—making it the world's number one travel destination for bird-watching.

This bird field guide covers a total of 912 species, including most of the non-migratory and endemic species that are seen only in Indonesia and a number of threatened and endangered species. A photograph and distribution map is given for each bird. Many new photographs of Indonesian birds appear in this volume for the first time and have been carefully selected to show the important characteristics of each bird. The concise text provide vital information, and an index of common names is provided at the back of the book.

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Educating Children with Multiple Disabilities: A Collaborative Approach, Fourth Edition

Educating Children with Multiple Disabilities: A Collaborative Approach, Fourth Edition PDF, ePub eBook D0wnl0ad

Now in its fourth edition, this highly respected, bestselling textbook gives undergraduate and graduate students up-to-the-minute research and strategies for educating children with severe and multiple disabilities. This popular core text — for 15 years, a staple of teacher training programs in special education and related fields — thoroughly prepares preservice professionals with comprehensive coverage of the topics they'll need to know about. This expanded edition gives readers

• a new chapter outlining an integrated, collaborative approach to planning, instruction, and alternate assessment
• contributions from well-known experts representing a wider variety of disciplines, including special education, occupational therapy, nursing, and psychiatry
• extensive updates, including new vignettes, figures such as sample graphic overlays for alternate communication devices and illustrations of proper handling and positioning, sample forms such as IEP pages, and references
• a FREE online study companion, featuring learning objectives, sample syllabi, student activities, key terms, hundreds of study questions, and annotated links to web sites that supplement each chapter

With the practical, research-based guidance in this textbook, future educators will learn how to educate students with severe and multiple disabilities in the setting where they will best be served.

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Measuring and Monitoring Biological Diversity: Standard Methods for Amphibians

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Measuring and Monitoring Biological Diversity is the first book to provide comprehensive coverage of standard methods for biodiversity sampling of amphibians, with information on analyzing and using data that will interest biologists in general.

In this manual, nearly fifty herpetologists recommend ten standard sampling procedures for measuring and monitoring amphibian and many other populations. The contributors discuss each procedure, along with the circumstances for its appropriate use. In addition, they provide a detailed protocol for each procedure's implementation, a list of necessary equipment and personnel, and suggestions for analyzing the data.

The data obtained using these standard methods are comparable across sites and through time and, as a result, are extremely useful for making decisions about habitat protection, sustained use, and restoration—decisions that are particularly relevant for threatened amphibian populations.

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Power and Magic: The Concept of Power in Ephesians by Clinton E. Arnold

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This commentary on the Epistle to the Ephesians focuses on Paul's emphasis on power and spiritual warfare, a necessary focus according to Clinton Arnold when one considers the occultic and magical context of pagan Ephesus.

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Guy Fieri Food: Cookin' It, Livin' It, Lovin' It by Guy Fieri, Ann Volkwein

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Bursting with personality, fun, and flavor, Guy Fieri Food is the first-ever cookbook from the Food Network superstar, host of NBC’s popular game show “Minute to Win It,”  and #1 New York Times bestselling author of Diners, Drive-ins & Dives and More Diners, Drive-ins & Dives. Filled with more than 150 original recipes, gorgeous full-color photos, and loads of great cooking tips, Guy Fieri Food  is an absolute must for any Fieri fan!


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Dictionnaire Le Petit Robert de la langue francaise - 2017 (French Edition) (Le Petit Robert Dictionnaires) by Collectif

Dictionnaire Le Petit Robert de la langue francaise - 2017 (French Edition) (Le Petit Robert Dictionnaires) by Collectif PDF, ePub eBook D0wnl0ad

Le dictionnaire le plus complet :
300 000 mots et sens
35 000 citations littéraires
150 000 synonymes et contraires
75 000 étymologies
"Une langue à facettes, universelle, actuelle ; une littérature multiple et vibrante. Telle est l'image du français dans le Petit Robert."Alain Rey

Une description inégalée de la langue française :
La langue d'aujourd'hui : les mots nouveaux et les emplois les plus récents, l'orthographe et ses dernières évolutions.
L'usage de chaque mot : son orthographe, sa prononciation, ses différentes significations illustrées de nombreux exemples, les expressions et les locutions où il figure.
L'étymologie : l'histoire du mot, avec sa date d'apparition, son origine et le cheminement de ses sens.
Au fil des mots et des textes :
Laissez-vous porter par les mots et passez des synonymes aux contraires, d'une idée à l'autre, du connu à l'inconnu.
Plongez dans les citations des grandes oeuvres de la littérature, des auteurs classiques et contemporains ; retrouvez avec plaisir des phrases célèbres, des répliques de films et des paroles de chansons.
Voyagez dans la francophonie, de l'Europe aux îles du Pacifique, en passant par l'Amérique du Nord et les Antilles, et partez à la rencontre de ses richesse - Le Robert.

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Understanding Comics: The Invisible Art by Scott McCloud

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Praised throughout the cartoon industry by such luminaries as Art Spiegelman, Matt Groening, and Will Eisner, this innovative comic book provides a detailed look at the history, meaning, and art of comics and cartooning.

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Applied Physics (11th Edition) by Dale Ewen, Neill Schurter, Erik Gundersen

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Appropriate for courses in Technical Physics in Career and Technical programs, Community Colleges, and High Schools.

 

Prepare students for success in industrial and technical careers with a wealth of real-world physics applications and a unique problem-solving format.

Applied Physics, 11/e presents clear, to-the-point, topical coverage of basic physics applied to industrial and technical fields. Throughout the text, emphasis is placed on teaching students to use a consistent problem-solving methodology. A wealth of real-world applications are presented, motivating students by teaching physics concepts in context. Updated with new color photos, clarifications, and enhancements, the Eleventh Editionalso features sections on physics-related careers and new technologies to engage readers in the material.

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Pronunciation for Advanced Learners of English Student's book by David Brazil

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This material for advanced learners provides an accessible combination of pronunciation theory and practice. The Student's Book encourages learners to examine the sound system of English in the context of connected speech and describes how intonation works in practice.

From reader reviews:

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Regression Modeling Strategies: With Applications to Linear Models, Logistic Regression, and Survival Analysis (Springer Series in Statistics) by Frank Harrell

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Many texts are excellent sources of knowledge about individual statistical tools, but the art of data analysis is about choosing and using multiple tools. Instead of presenting isolated techniques, this text emphasizes problem solving strategies that address the many issues arising when developing multivariable models using real data and not standard textbook examples. It includes imputation methods for dealing with missing data effectively, methods for dealing with nonlinear relationships and for making the estimation of transformations a formal part of the modeling process, methods for dealing with "too many variables to analyze and not enough observations," and powerful model validation techniques based on the bootstrap. This text realistically deals with model uncertainty and its effects on inference to achieve "safe data mining".

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Microbiology Laboratory Theory & Application, Brief by Michael J. Leboffe, Burton E. Pierce 2nd (second) Edition [LooseLeaf(2012)]

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microbiology laboratory theory and application loose leaf book

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