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When to Advertise
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The Definitive Handbook of Business Continuity Management
How long would your business survive an interruption? What if operations were destroyed by fire or flood, negative media drives away customers or the company database is stolen or infected by a virus? How well are you prepared to deal with disaster? This comprehensive guide tells you why you need a plan and then will help you put one together, including fully updated, detailed glossary and additional examples from the USA, Australia and Europe. Clearly split into useful sections, the book is easy to navigate. The Definitive Handbook of Business Continuity Management has been revised and updated to reflect new regulations and standards by one of the top international authorities in the field,...
When Ads Work
The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Demand-Driven Forecasting
An updated new edition of the comprehensive guide to better business forecasting Many companies still look at quantitative forecasting methods with suspicion, but a new awareness is emerging across many industries as more businesses and professionals recognize the value of integrating demand data (point-of-sale and syndicated scanner data) into the forecasting process. Demand-Driven Forecasting equips you with solutions that can sense, shape, and predict future demand using highly sophisticated methods and tools. From a review of the most basic forecasting methods to the most advanced and innovative techniques in use today, this guide explains demand-driven forecasting, offering a fundamenta...
A - Airports
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Powers of Persuasion
During much of the second half of the 20th century advertising in Britain led the world. Yet no history of British advertising covering this heady period has previously been published. During those years advertising increasingly came to touch upon almost every aspect of every individual's life, and reached its peak as a proportion of the Gross National Product. It boosted economic growth and peoples' affluence. But at the same time the advertising industry was frequently under siege, as politicians, pressure groups, and others constantly sought to restrain its influence - and often succeeded. For several decades the creativity of British campaigns was preeminent around the globe. But Powers ...
The Alvarez Generation
This book is the biography of a taste in poetry and its consequences. During the 1950s and 1960s, a generation of poets appeared who would eschew the restrained manner of Movement poets such as Philip Larkin, a generation who would, in the words of the introduction to A. Alvarez's classic anthology The New Poetry, take poetry 'Beyond the Gentility Principle'. This was the generation of Thom Gunn, Geoffrey Hill, Ted Hughes, Sylvia Plath and Peter Porter. William Wootten explores what these five poets shared in common, their connections, critical reception, rivalries and differences, and locates what was new and valuable in their work. The Alvarez Generation is an important re-evaluation of a time when contemporary poetry and its criticism had a cultural weight it has now lost and when a 'new seriousness' was to become closely linked to questions of violence, psychic unbalance and, most controversially of all, suicide.
How Advertising Works
John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
