Fundamentals of Copy and Layout

Fundamentals of Copy and Layout
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Perfect for Students or Pros Wanting to Sharpen Their Skills

Fundamentals of Copy and Layout
Albert C. Book , and C.Dennis Schick
Manufacturer: McGraw-Hill Contemporary
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books
Advertising | Marketing & Sales | Business & Investing | Subjects | Books
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ASIN: 0844230324

Book Description

Everything students need to know to create better ads is included in this user-friendly workbook. Self-quizzes, assignments, and cases teach students to solve actual copy and layout challenges. Features the creative philosophies of Bill Bernbach, Leo Burnett, David Ogilvy, Jack Trout, and Rosser Reeves. Includes material on research, data collection, analysis, and integrated marketing. This text's nuts-and-bolts techniques and cutting-edge content will empower your students with:

* A solid foundation in the fundamentals that they'll use and thank you for throughout their careers. * Tips on writing for the Internet, new computer applications, and photo reproduction techniques. * The critical outlook they'll need to succeed by completing the text's quizzes, assignments, and copy and layout problems.

Customer Reviews:

Perfect for Students or Pros Wanting to Sharpen Their Skills.......2004-01-28

This book is great as either an introduction or refresher to the fundamentals of copy and layout. It is a great aid to writing enticing headlines (using the author's A-B-C formula); learing to writer about benefits, rather than features; preparing actual layouts for various media; and writing for braodcast and interactive media.

It offers concise information that leads one through the copy and layout process for advertisements in newspapers, consumer magazines, direct response, outdoor, television, radio, and interactive media. It is truly an essential resource for anyone in advertsing or considering a career in advertising. It goes beyond the basics and highlights the philosophies of advertising's great names such as Bill Bernbach, Leo Burnett, David Ogilvy, Jack Trout, Rosser Reeves, and others.

It also includes materials on research (more and more important every day), data collection, analysis, and integrated marketing. This text's techniques and cutting-edge content will provide students with a solid foundation in the fundamentals that they'll use throughout their careers.

Book Description

Here's all you need to write and design effective, powerful advertising for all forms of media. Fundamentals of Copy & Layout tells you "why to do it" and "how to do it."' It's practical, it's current; and it's comprehensive. CREATIVE PHILOSOPHIES Fairfax Cone; William Bernbach; Leo Burnett; Don Schultz; Rosser Reeves; David Ogilvy; Jack Trout; Susan Gillette COPY Researching the Ad; Preparing the Ad; Writing the Ad; The Headline; Copyediting; Copyfitting LAYOUT Elements; Materials; Illustration; Organization; Typography; The Finished Product PRINT MEDIA Newspapers; Classified; Consumer Magazines; Business Publications; Direct Response; Direct Mail; Outdoor; Transit; Specialty; Yellow Pages BROADCAST MEDIA Radio; Television INTERACTIVE MEDIA Let the authors' 40 years' experience in copywriting, teaching, consulting, and account management show you how to create better ads. Fundamentals of Copy & Layout is must reading for students and practitioners alike.

Fundamentals of copy and layout: A manual for advertising copy & layout

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Fundamentals of copy and layout: A manual for advertising copy & layout
Albert C Book
Manufacturer: Crain Books
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

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Fundamentals of Copy and Layout

Manufacturer: NTC Publishing Group,U.S.
ProductGroup: Book
Binding: Unknown Binding

Book Description

John F. Kennedy Jr. was heir to America's Camelot and all its trappings when he died suddenly in 1999. The American Dream became another American Tragedy, as the world mourned the loss of the adored late President John F. Kennedy and former First Lady Jacqueline Bouvier Kennedy Onassis' handsome, talented, and successful son. From Yann-Brice Dherbier and Pierre-Henri Verlhac, the editors of the best-selling John F. Kennedy: A Life in Pictures and its companion, Jackie: A Life in Pictures, comes John F. Kennedy Jr.: A Life in Pictures—a visual voyage through the life of America's favorite son. This iconic volume features the most exquisite photographs, many of which are previously unpublished, ever taken of the man who would be prince. A sumptuous, oversized edition, this 256-page book includes more than four hundred glamorous, dramatic, and intimate images taken throughout his life. John F. Kennedy Jr.: A Life in Pictures follows John Jr.—born just seventeen days after his father was elected president of the United States—through his childhood in the White House to the touching funeral procession for J.F.K., where he gave the famed salute that bespoke his remarkable character to the world. We follow John Jr. into his exclusive and privileged world as he grows up with his mother and sister, attends Brown, founds George magazine, and becomes the most eligible and desirable bachelor on the planet—before he marries the beautiful Carolyn Bessette, leaving broken hearts in his wake. The book concludes with their shocking death, which took this young couple from the world far too soon. The ultimate volume for J.F.K. Jr.'s admirers, John F. Kennedy Jr.: A Life in Pictures offers a rare opportunity to observe the complex and fascinating man as his life unfolded before the world's eyes.

Customer Reviews:

Wonderful pictures.......2007-01-09

This book contains wonderful pictures from John's early days to his last ones. If you are interested in the Kennedy family, this book is definitely a must have. Unfortunately the quality of the text doesn't equal the picture's ones. There is only few information delivered with this book and very often you would wish for more.

Remembering the Genteel Royalty of Camelot.......2005-12-12

Focused and experienced editors Yann-Brice Dherbier and Pierre-Henri Verlhac have created the third volume of photographic tributes to the Kennedy Family, the closest this country ever came to royalty - in the most positive sense possible. Having successfully enshrined JFK and Jacqueline Kennedy for the still mourning public in their previous volumes, this sizeable portfolio likewise confines editorial comments to a few pages then lavishes the viewer with photographs, not all professionally created, but justifiably saved for posterity.

The life of John-John was never easy - from our first memories of his birth as a White House baby, to the indelible impression left by his captured farewell salute during his father's funeral march, to his struggle for privacy in the clangor of paparazzi, to his schooling, creative adventure with George Magazine, to his throne as the world's most eligible bachelor and his subsequent marriage to Carolyn Bessette and tragedy of their deaths in a plane crash - and the ideal young man was beset with undercurrents of sadness. Yet he remains a heroic figure in the minds of the people who adored him from his birth to his untimely death.

The book is rich in memories as captured by both professional and non-professional photographers and is one of those volumes that remind the reader of a saner, kinder time. It is worthy of everyone's library. Grady Harp, December 05

John Kennedy, remembered.......2005-12-09

For those of us lucky enough to remember President Kennedy and his family, this retrospective about his son John, couldn't come at a better time. With all the rage of war in Iraq it's nice to think about a time when life was more at ease. This book helps.

John Kennedy was not a hero or a saint. He was a son of a president who tried to make a life on his own against tremendous odds. Yes, he had things going in his favor, but he also had talent, courage and died far too young. Study the photos of this man. We are not a country of kings, queens or princes. But we did have John Kennedy for a few, brief years, and I think we were all the better for it.

Life Special Edition John F. Kennedy Jr. An Album of Unseen and Unforgettable Pictures

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Life Special Edition John F. Kennedy Jr. An Album of Unseen and Unforgettable Pictures
Life
Manufacturer: time inc.
ProductGroup: Book
Binding: Paperback
ASIN: B000K6A4LY

Book Description

Never before have men's shoes achieved such importance - yet women have been overlooking this most important personality determinant, says author Kathryn Eisman. Offering this book as a guide to understanding men from the ground up, Eisman reveals the secrets of male footwear. The Timberland Boat Shoe Man, for example, values quality above all else and is the first to embark on an adventure. The Brogues Man is used to getting what he wants and likes his women ultra-feminine with the softness and gentleness he sometimes lacks. The Italian Loafer Man has an appreciation for sensual pleasures and appreciates women who can move effortlessly between passion and aloofness. Eisman summarizes each type with a humorous pro and con that helps readers make quick decisions about potential relationships. It's a hilarious book that's sure to be the perfect gift for women, whether they are single or married.

Customer Reviews:

Hilarious and perceptive.......2003-04-09

This book is both hilarious, and frightenly accurate.
Us guys have always heard women judge men by their shoes , but this woman is a 'shoevoyant' !
With uncanny accuracy she evaluates typical male shoes and reveals the personality and foibles of the men who wear them.
Kathryn Eisman is the Nostradamus of shoes !
A wonderful, entertaining, delightful read.

Men exposed and raw.......2002-12-30

Until now we boys had all types of shields from exposure -- underpants, condoms, hats, balaclavas, suncreams and so on. But girls knew about these things so we did not get away with much. Nothing like they get away with with makeup, lift up and hold apart bras (or no bras at all), no nickers (or no nickers nickers), thongs (or no thongs) etc!!

Now all we had left is revealed by this book -- our shoes. We previously thought that our charisma, bed prowess, interest in particular things or activities, as demonstrated by what we put on our feet, was a secret known only by and to us. Alas, no longer!

Although beautifully written, and powerfully illustrated, with tongue firmly planted in cheek (the facial one), this book has actually exposed us in the raw. It is so funny, yet so true. And the author has so cleverly fingered us for what we really are -- conniving, sinister, manipulative little so and so's who, unlike women with plunging necklines, bits or butts hanging out, or the shortest skirts or briefest shorts revealing everything except the little they cover, had hoped that our secrets were well tucked away, out of sight, mind, mouth and hand, if not imagination.

Now that Kathryn has destroyed that image with this great little book about how our footwear actually reveals all to all, where do we go now? Hopefully, her next book will not be about jocks, sox or box!! If it is, be ready for men to disappear from city streets altogether so that you girls will have to come looking for us instead of the other way round.

I wish I'd found this book years ago!.......2002-12-12

This book is so accurate and witty! I mean not only is it extremely funny, 'How to Tell a Man by His Shoes' is spot on when it comes to judging mens personalities. I was given it as a gift and now I've gone out and bought it for all my girlfriends for Christmas. I've started using the book and I have been attracting a much better type of man...WHY DIDN'T SOMEBODY WRITE THIS BOOK YEARS AGO AND SAVE ME ALOT OF MISTAKES!!! Ha ha. A fun read and a delicious present.

Average customer rating:

How to Tell a Man by His Shoes
Kathryn Eisman
Manufacturer: Pan Macmillan Australia
ProductGroup: Book
Binding: Hardcover
ASIN: B000M4T9QK

Customer Reviews:

A Rather Boring Collection of 'Jokes'.......2005-06-24

I must admit that I have never held Oscar Wilde in much esteem as a serious writer. My sister is a fan and she bought this book. I had a browse through and it is what I had expected. This book will appeal to those who imagine themselves as intelligent and sophisticated. Although they may be entertained, they will learn nothing of consequence. Do not be fooled by Wilde's pseudo-philosophical style. There is nothing to be gained from a reading of this book besides mild, and brief, entertainment, or the satisfaction of knowing you can apprieciate the wit of a supposed intellectual, who is in fact nothing of the sort.

I would also like to correct a mistake I noticed in a previous review. Oscar Wilde is not an 'English Gentleman' - He is in fact from Ireland.

A HANDY AND NASTY LITTLE COMPILATION.......2002-02-28

This small book is very big in biting power. It is a compilation of witty and revealing bits of Oscar Wilde's genius. If you don't want to sift through all Wilde's works, or the dog ate his books that you had in the basement, or maybe at your age you don't remember the fundamental lessons that you read about style, wit and life by this English gentleman THEN YOU MUST BUY THIS BOOK.
A comprehensive little manual that will enable you to outwit your opponents and reach the epythome of the educated insult (which is very interesting because you will be able to start insulting your boss, without any consequences. Or maybe you will be promoted...)

Never be left without something pretentious to say again.........2000-06-11

Ever wanted to be one of those know-it-alls at parties with those great haughty insults and witty remarks?

Buy this book and never worry again. Definatly a good buy. Fun, Funny, and Educational (?). If you like Oscar Wilde, you'll like this book.

Importance of Being a Wit, the: Insults of Oscar Wilde.
Average customer rating:
Importance of Being a Wit, the: Insults of Oscar Wilde.
Oscar. Wilde
Manufacturer: Michael O'Mara Books Ltd
ProductGroup: Book
Binding: Hardcover

General | Humor | Entertainment | Subjects | Books
Wilde, Oscar | Classics | British | World Literature | Literature & Fiction | Subjects | Books
ASIN: 1854792172

Book Description

Between 1936 and 1955, Hollywood significantly changed its portrayal of Hispanics in motion pictures. This change resulted from the demands of the Production Code Administration, which required film makers to eliminate the more offensive stereotypical Hispanic images. This filmography chronicles all of the Hispanic-related films released during this period. The volume includes entries for nearly four thousand films. The entries are arranged in chapters, with each chapter devoted to a single year. Within the chapters, the entries are listed alphabetically by film title. Each entry includes production information, an annotation detailing the film's Hispanic significance, and references to additional materials. The volume concludes with an alphabetical index of film titles, an index of actors and actresses, an index of place names, a general subject index, and an index of songs. Film historians and scholars of Hispanic culture will find this work to be an indispensable reference tool.

Product Description

Includes CD, 120 page booklet and scale poster - for beginning blues guitarists - suitable for all ages - you do not need to read music to use this booklet and CD - suitable for all types of guitars - easy to follow lesson by lesson format - play music from the very first lesson - all music examples recorded in stereo onto the enclosed CD so you can hear how the example sounds - play along with the backing band as you learn.

Tribebook: Stargazers (Werewolf)
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Tribebook: Stargazers (Werewolf)
Chuck Wendig
Manufacturer: White Wolf Publishing
ProductGroup: Book
Binding: Paperback

General | Puzzles & Games | Entertainment | Subjects | Books
General | Role Playing & Fantasy | Puzzles & Games | Entertainment | Subjects | Books
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ASIN: 1588463206

Stargazers Tribebook (Werewolf: The Apocalypse)
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Stargazers Tribebook (Werewolf: The Apocalypse)
Bill Bridges , and Mark Cenczyk
Manufacturer: White Wolf Pub
ProductGroup: Book
Binding: Paperback

General | Puzzles & Games | Entertainment | Subjects | Books
Werewolf | Gaming | Science Fiction & Fantasy | Subjects | Books
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Fianna: Tribebook (Werewolf)

ASIN: 1565043324

Book Description

Learning is becoming an urgent topic. Nations worry about the learning of their citizens, companies about the learning of their workers, schools about the learning of their students. But it is not always easy to think about how to foster learning in innovative ways. This book presents a framework for doing that, with a social theory of learning that is ground-breaking yet accessible, with profound implications not only for research, but also for all those who have to foster learning as part of their responsibilites at work, at home, at school.

Customer Reviews:

Thought Provoking.......2005-05-31

This book is written primarily for academics. Wenger challenges educational institutions to re-think their basic assumptions about learning (e.g., its social aspects, its relationship to practice, and the role of teaching).

I found the book to be very thought provoking, but I would recommend his 2002 book, "Cultivating Communities of Practice," for practitioners.

Michael Beitler
Author of "Strategic Organizational Learning"

A foundation book that helps to put KM in perspective.......2001-10-20

You'll struggle to work through "Communities of Practice." Yet, if you persevere, you'll have gained a sound basis for evaluating and keeping in perspective the relative business value of all the recent advances in knowledge management.

A good companion book to "Communities of Practice" with respect to how people make meaning is Yankelovich's "The Magic of Dialogue."

brilliant.......2001-07-12

One cannot be practically effective without being grounded in a philosophy. Philosophy leads to strategy, and strategy leads to a coordinated set of tactics and the opportunity to be proactive. Without it, tactics are reactive.

This book provides an outstanding philosophical guideline for making sense of the workplace and communities of practice. It is easy to divine practical solutions to common workplace issues and problems as you read it. His vignettes show mistakes that businesses make, and how the communities compensate. Preventing those mistakes in your business allows your communities to solve other problems. Additionally, you will understand where, why, and how your communities and how they help you, and because of this recognition, perhaps you can continuously remove the obstacles to their success.

excellent conceptual thinking.......2001-03-26

For those grappling with the need to understand and talk about how people come together and interact beyond the org. chart, this book has a lot to offer. Theoretically-based, it focuses on a social theory of learning that is broad enough to cover a wide range of human activities, well beyond what we would normally consider to be 'learning'. 'Communities of practice' offers a comprehensive framework for understanding and analysing what people do in the context of their social milieu. The author includes many examples and uses a work-place vignette to illustrate the relevance and power of his ideas. If you are not afraid of theory and abstraction and are open to new concepts, this book may indeed be revolutionary.

cOMMUNITIES OF PRACTICE.......2001-01-18

This is a very important resource as the Institute of Medicine calls for using a socioecological perspective to solve the nation's health care challenges. Wenger has powerful ideas and examples. Educators and health care experts alike will find this very useful.

Book Description

This digital document is an article from Australian Journal of Education, published by Australian Council for Educational Research on August 1, 2000. The length of the article is 2300 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Communities of practice: Learning, meaning, and identity.(Review) (book review)
Author: Nicholas M. Allix
Publication: Australian Journal of Education (Refereed)
Date: August 1, 2000
Publisher: Australian Council for Educational Research
Volume: 44 Issue: 2 Page: 195

Article Type: Book Review

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