Fundamentals of Advertising, Second Edition

Book Description

The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship.

The authors use a wide range of examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques.

Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.

Fully revised and updated second edition
Endorsed by ISBA
One of the key texts in the area from a widely known author team

Fundamentals of Advertising, Second Edition

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Fundamentals of Advertising, Second Edition
John Wilmshurst
Manufacturer: NY
ProductGroup: Book
Binding: Paperback
ASIN: B000MUDFTQ

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BUILDING TEAMS IS IMPORTANT TOWARDS THE END OF A STORM

Great Motivator

The one book I refer and give over and over again.

Should be required reading for managers

Basic rules in how to revive a business.

Don't Fire Them, Fire Them Up: Motivate Yourself and Your Team
Frank Pacetta
Manufacturer: Simon & Schuster
ProductGroup: Book
Binding: Paperback

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ASIN: 0684800500

Book Description

Don't Fire Them, Fire Them Up is a real-world story of winning in business by motivating employees in the most positive way possible -- nurturing them, showing that you value their accomplishments, and giving them the skills and the responsibility to become winners. Frank Pacetta, the hard-working man who engineered the drastic performance turnarounds of Xerox's Cleveland and Columbos sales staffs, gives the reader the same techniques he uses to build a winning business team:

* How to develop trust and create loyalty

* How to generate enthusiasm and excitement

* How to establish feedback and accountability

* How to rebuild an organization, and then lead and energize it

* How to put the organization on top and keep it there year after year

This book is check-full of practical, proven tips on leadership and management, everything from motivation to communication to all the nuts and bolts of selling successfully. And Pacetta has included his Top Ten Tips (and created Ten More Top Tips), which were featured in The Wall Street Journal and which have been copied and posted on office bulletin boards across the country.

Customer Reviews:

BUILDING TEAMS IS IMPORTANT TOWARDS THE END OF A STORM.......2007-05-04

As I read the book by Frank Pacetta entitled, Don't Fire Them, Fire Them Up, I was mystified at parallelisms of success between award winning organizations that I've been a witness and party to while also seeing that the author was able to break down many of those perspectives into tangible chartable elements. His prose takes an awesome approach for change management in highly fluid corporate environments.

His most important perspective was creating an environment that had lost for so long, and changing that into a culture of winning. This was a difficult process even as the words fell off the page. Fear, resent, back-stabbing are all processes that make change difficult. His first step in that process was to reward the achievers and create an environment that lead with rewards and praise instead of fear and punishment. While there were consequences for actions, it seems that the subtleties between an attitude change were all that was needed. It was a bit more than semantics however, it was placing the achievers on a pedestal and providing incentives for the team (not the individual) to succeed. This culture allowed more people to succeed and what he created there was something unique and interesting.

Another interesting perspective that he had was setting the bar hi. This wasn't something that he was just throwing out but something very important to a successful organization. Rather than fire people and set a tone in the organization, he noted that he just elevated the bar to achieve and the people who didn't want to be a part of that process left the organization on their own. This was an amazing phenomenon. The hard work and sweat of people's labors was in itself self-correcting to the organization.

He practices a virtue that I've admired from great Marines that I've worked with. There is a virtue of leadership in the Marine Corps from many of the officers I've worked for and that is that they lead by example. While he was demanding greatness from his office, he was delivering on it himself as well and that kind of consistency was important to the team building process. While I was recruiting for the Navy, a Senior Chief name Dan Medlock was my regional manager or in the civilian world what they often call a DBM. He spent his days helping the weakest elements of a state-wide team. He assisted in the nurturing of new personnel and showed them ropes for building a successful team. It was neat to see that this character trait was present in the leadership and team building that was going on in Cleveland when the manager himself was making 4 sales calls a day. This process creates an interesting synergy that is unmistakable in its effects. When I train with my current CO, his leadership style is the same. He's extremely competitive and driven in his processes and when we hit the ground, he's at the forefront of the mission, leading. That kind of leadership is something the troops, the sales force deeply respects.

His ability to manage setbacks and failure is another important quality that I find best about great leadership. When he talked about his Fall of 1991, they had a horrible September sales and he thought it might be going down the drain. His ability to rebound from that set back and work towards turning it around even in the face of that kind of adversity, makes for an amazing character trait. Even his ability to recognize how success can challenge an organization because people have a natural tendency to rest on their laurels. When I recruited this was a difficult task at hand. After my first year in working for an organization that had missed its sales goal for 10 years, we had turned it around and won almost every national and regional award possible including station of the year, recruiter of the year and rookie of the year. Even more embarrassing to the other office managers, was that we secured most of the runner up awards as well in a small market. What made this a more amazing team thought and more powerful than a flash in the pan was that we repeated this process three years in a row and literally changed much of the perspectives of the way the recruiting process was working through out the entire Navy. It made history in the organization and when I read this tendency to coast, I remembered those times, when the calls were coming in and life seemed good... I was afraid though after reading a book, Who Moved My Cheese, that those sources would dry up and then I'd be up a creek. I continued to prospect and my chances to succeed multiplied! It was amazing and when I read this same principle in this book, it was interesting to note the parallels of how organizations like this that are consistently successful don't rest. The virtue there is that there is another hungry, younger, salesman around the corner who will get the contract if you don't. You have to be persistent, smart, engaging and working hard all the time. That's easy to do in a crisis but often difficult in an organization that is feing the benefits of its success.

The last and most interesting aspect of this team building exercise was how it became contagious in the entire organization. As the team he built became successful other individuals in the company and other top performers from other organizations wanted to be a part of it. This amazing phenomenon had interesting consequences. Some people wanted to join the organization to be a part of something big, thinking the good life was there, and not realizing how difficult and fragile that success was. The other was the amazing talent that did want to come on board and the management task of being able to distinguish between the two. The author described this as `drudgery'. Another parallel to my own experience in this fashion was the types of folks who would call out out of the blue to see what we were doing in Milwaukee. They accused us of cheating and bending the rules in some dark fashion. Those who were wise, replicated what we were doing in their own corner of the country and they realized their own success. The entire quality of the organization outside our own scope and area of operation and responsibility improved as a result of this and we couldn't even measure or see the results to their full extent. People were tired of hearing our names and hearing about Milwaukee so they went out an got some of their own. It was amazing.

As I read this book, it read like a textbook of experience from our own experiences in Milwaukee. Ever page fell out like I was reading a memoirs written by my good friend Dan Medlock. For managers that would be wanting to duplicate these successes, this is a great book for understanding that kind of process. You can have those individual superstars, however, it is the team that creates something extraordinary and more importantly its almost self-perpetuating. That kind of leadership is important and Frank Pacetta is definitely a pace setter and his processes of leadership should be duplicated in every organization.

Great Motivator.......2007-03-22

It doesn't matter what job specialty you are in, if you supervise people - or are an up-and-coming supervisor - you have to read this book.
The focus is on sales. But many of the principles outlined can be used no matter what you do. The basic principles even work with dealing with your own family - namely teenagers!
You learn that it's about your attitude and you taking responsibility for your actions. It's about knowing that PEOPLE are the most important asset there is. Take care of 'your' people and you will get results. Laziness and complacency will end your career in a hurry.
The book is a quick read and entertaining too. Frank does talk about himself quite a bit, and you may get the impression that he is 'stuck on himself'. I think that it is just that he has confidence in himself and his abilities.
Learn from this man. The book IS worth you time. Actually, I liked it so much that I bought a copy for each of the supervisors in my office.
Take a chance! The worst that could happen is that you will stay the way you are.

The one book I refer and give over and over again........2005-12-06

When any of my friends get promoted to management, I give them a copy of this book. I like reading lots of different business books, but this is one I refer to over and over again. Sage advice that is a breeze to read through and will motivate you to do the right things with your business and your team.

Should be required reading for managers.......2004-03-31

I read this book first some 6 years ago when I first got into management. A former copier salesperson myself, Frank's story isn't just one of inspiration. His strategies, tips and techniques to motivate a staff are dead on. The owner of a sales training company today, I still find myself utilizing his strategies when I provide my own individual sales coaching. This book is guaranteed to make you money. 5 stars all the way!

Todd Natenberg, Author of the book, "I just got a job in sales! Now what?" A Playbook for Skyrocketing Your Commissions

Basic rules in how to revive a business........2004-02-16

If you have been to business school, most of these pointers have been learned. Still books like this are a refreshing read on how to revive a business. Frank has ten pointers to learn, but most businessmen already know these. I can summarize some: work hard, start early, work as a team, recognize employees who perform, and before you leave for the day, make one final effort.
This is not brain surgery, but it is amazing the number of businesses that fail in even this.
If I had any critique of these principles, it it the author focusing on the sales side. These principles can be applied to any business. A simple, refreshing read.

DON'T FIRE THEM, FIRE THEM UP MOTIVATE YOURSELF AND YOUR TEAM

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DON'T FIRE THEM, FIRE THEM UP MOTIVATE YOURSELF AND YOUR TEAM

Manufacturer: Simon & Schuster
ProductGroup: Book
Binding: Paperback
ASIN: B000H37XVY

Book Description

Comparative Legal Reasoning and European Law deals with the use of comparative law in European legal adjudication. It describes the different forms of the use of comparative law in legal reasoning, argumentation and justification in several national legal orders and in European level legal institutions. The book begins with an inquiry into the nature of comparative law as a legal source. After the description of the empirical study it ends to the general theory of European law and several hard cases of European law are examined.
The book is intended for students and researchers in European law but it also contains aspects to be taken into account in the practical work in European legal orders and legal institutions by judges and legal practitioners.

Book Description

Carl Sagan once noted that there is only one generation that gets to see things for the first time. We are in the midst of such a time right now, standing on the threshold of discovery in the young and remarkable field of X-ray astronomy. In The Restless Universe, astronomer Eric Schlegel offers readers an informative survey of this cutting-edge science. Two major space observatories launched in the last few years--NASA's Chandra and the European Newton--are now orbiting the Earth, sending back a gold mine of data on the X-ray universe. Schlegel, who has worked on the Chandra project for seven years, describes the building and launching of this space-based X-ray observatory. But the book goes far beyond the story of Chandra. What Schlegel provides here is the background a nonscientist would need to grasp the present and follow the future of X-ray astronomy. He looks at the relatively brief history of the field, the hardware used to detect X-rays, the satellites--past, present, and future--that have been or will be flown to collect the data, the way astronomers interpret this data, and, perhaps most important, the insights we have already learned as well as speculations about what we may soon discover. And throughout the book, Schlegel conveys the excitement of looking at the universe from the perspective brought by these new observatories and the sharper view they deliver. Drawing on observations obtained from Chandra, Newton, and previous X-ray observatories, The Restless Universe gives a first look at an exciting field which significantly enriches our understanding of the universe.

Customer Reviews:

detailed enough to be interesting.......2003-01-09

I thoroughly enjoyed this book. The author did not shy away
from trying to explain the physics in an understandable way
and succeeded. He also very clearly proved his points with
detailed examples. I did think the book was a little disorganized but overall highly recommend this book.

The Restless Universe: Understanding X-Ray Astronomy in the Age of Chandra and Newton

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The Restless Universe: Understanding X-Ray Astronomy in the Age of Chandra and Newton
Eric M. Schlegel
Manufacturer: NY
ProductGroup: Book
Binding: Hardcover
ASIN: B000MUBDUO

Book Description

Basic Mathematics for Chemists aims to teach the maths that chemists need to know through the use of applications, data, examples and problems all drawn from chemistry. The author demystifies the maths, and shows how, where and why it is used in chemistry. The text assumes little prior knowledge of maths and starts from basic mathematical principles, including understanding equations, notation, basic functions and their priorities. It then covers more specialised functions such as logarithms and trigonometric functions before presenting chapters on calculus. In this edition, there is a new chapter on vectors and matrices.
FEATURES
* Written by a chemist for chemists
* .Many examples, problems and applications.
* Gentle introduction to the maths chemists needs to know
* New chapter on vectors and matrices.
* Fully worked examples and problems provided within each chapter
CONTENTS: Preface; Equations, Functions and Graphs; Special Functions; Practical Statistics; Differential Calculus; Integral Calculus; Differential Equations; Statistics for Theoretical Chemistry; Complex Numbers, Vectors, Determinants and Matrices; Appendix 1: The Greek Alphabet; Appendix 2: Numerical Answers to Problems.

Customer Reviews:

Math for Chemists.......2000-03-16

I found this book to be just what I needed to refresh me on the math that I should know but have forgotten. Most of the basic techniques are covered, including calculus, trig, statistics and others. I was left wanting more, but for the price and accessibility of this work, it is a gem.

Amazon.com

Monogamy. Bipedalism. Tools. Language. Intelligence. Why on Earth did we develop all those tricks? Though it's trendy to diminish the differences between humans and other species, most of us just can't help noticing our often-striking peculiarities and wondering how they arose. Paleontologist Ian Tattersall's story of human origins is as compelling as a well-designed museum exhibit--no surprise, as he is Curator of Anthropology for the American Museum of Natural History. His prose, while not flashy, is satisfyingly clear and unapologetically fascinated with its topic. Covering genetics, evolutionary theory, primate anatomy, and archaeology, Becoming Human explains how and why our ancestors adapted to their surroundings to produce such clever, talented, immodest progeny. If you find it preposterous that a dumb, skinny ape can go from foraging for fruit and fleeing from lions to splitting the atom and solving Rubik's cube in just five million years, this book might change your mind. --Rob Lightner

Book Description

“In this superbly written book, Ian Tattersall combines his unique knowledge of the human fossil record, Paleolithic archeology, primate behavior, prehistoric art, as well as the workings of the human brain...to offer a convincing scenario of how we have come to hold dominion over the earth” (Donald Johanson, Scientific american).

Customer Reviews:

Very good, but I preferred The Fossil Trail.......2007-04-03

Paleoanthropologist Ian Tattersall tackles a difficult question: what is it, exactly, that differentiates us (Homo sapiens) from other primates and our direct biological ancestors? No clear or easy answers are provided, but the journey in exploring the question is fascinating.

After a brief chapter on human creativity, Tatersall addresses the similarities - and differences - between ourselves and our nearest extant relatives, and posits some ideas about how and why we have evolved the way we have. I agree with his idea that our social and biological development went hand in hand, and his explaination of this was the strongest part of the book. The final chapter - on "Being Human" was weaker, I thought, and tended to drift into the realm of philosophy rather than paleobiology (what is "consciousness", where did it come from, and how does it make us "human"?)

It was a fascinating read, but I much prefered _The Fossil Trail_.

"Becoming Human" by Ian Tattersall.......2006-09-08

I would give Tattersall a "good", but not "excellent" rating for this book. When he discusses fossil evidence, he is so heavily nuanced that he almost says nothing at all. When he talks in generalities, I long for him to provide some facts to substantiate the conjectures. Usually a superb illustrator, in this book he has provided virtually none. On the plus side, he took on a challenging task, and worked hard to accomplish it.
I agree with him on many points that he makes.
Ralph Hermansen 9/7/06

Disappointment.......2006-07-02

The book was a REVIEW of what over many years research all other men have 'measured with their thoughts and efforts' over the origin of human kind..with the true link still missing.

Well written but general.......2005-11-18

This was a well written book, but at the same time I feel it didn't go deep enough or far enough into detail. It has good points and ideas all the way through and I would recommend this as a good read to anyone but particularly the casual reader or new comer to the world of anthropology.

High-brow but good ideas.......2004-10-30

First the good new:
Mr. Tattersall has some interesting ideas and keeps them concise.
The bad news:
His language is alittle high-brow for me. Be sure you have a dictionary handy.
I also would have liked a chapter on the different kinds of dating methods.
I would recommend reading Richard Leakey's ORIGINS RECONSIDERED if you want something more accessible.

Becoming Human: Evolution and Human Uniqueness

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Becoming Human: Evolution and Human Uniqueness

Manufacturer: Oxford University Press
ProductGroup: Book
Binding: Hardcover

General | Evolution | Science | Subjects | Books

General | History & Philosophy | Science | Subjects | Books
ASIN: 0198504721

Book Description

One of the traits that distinguishes us from our nearest ancestors is our curiosity about the origins of our species. In his new book, Ian Tattersall (author of The Fossil Trail) discusses human uniqueness, investigating the origins of those charachteristics and processes that so distinguish human beings, such as creativity, language, and consciousness. Taking the reader around the world, stopping in France to examine 30,000-year-old cave paintings, in Africa to see where our earliest ancestors left their bones, and in remote forests to spy on our closest relatives, the great apes, Tattersall uncovers what it is that makes us really different and what the future might hold for our species. Early reviews of Becoming Human: `The best book on human evolution I've ever read' Nile Eldredge, Curator, Department of Invertabrates, the American Museum of Natural History `Tattersall's most recent contribution is the most concise, most readable, and most thoughtful treatment available on the subject of human evolution. This is a must-read for everyone intrigued by their origins and place in nature.' Donald Johanson, Professor of Anthropology, Arizona State University `Tattersall engages the reader in a fascinating comtemplation of just how we differ from all other organisms.' Jeffrey Schwartz, author of The Red Ape and What the Bones Tell Us

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BECOMING HUMAN: EVOLUTION AND HUMAN UNIQUENESS
Ian Tattersall
Manufacturer: Harvest Books
ProductGroup: Book
Binding: Paperback
ASIN: B000NXDPVA

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