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.

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.

This text explores four major features of human society in their ecological and historical context: the origins of priests and organised religion; the rise of military men in an agrarian society; economic expansion and growth; and civilising and decivilising trends over time.

This text explores four major features of human society in their ecological and historical context: the origins of priests and organised religion; the rise of military men in an agrarian society; economic expansion and growth; and civilising and decivilising trends over time.

This survey of the changes in education and socialization in the former USSR examines the institutions that are shaping the first post-Soviet generation. Chapters provide reports on such questions as diversification and the development of independent schools, curriculum reform and democratization.

This survey of the changes in education and socialization in the former USSR examines the institutions that are shaping the first post-Soviet generation. Chapters provide reports on such questions as diversification and the development of independent schools, curriculum reform and democratization.

The most agonizing and protracted of all the Soviet reform debates has been the debate over economic reform. This anthology of essays and roundtables from party, professional and literary journals surveys the key issues in the market debate.

The most agonizing and protracted of all the Soviet reform debates has been the debate over economic reform. This anthology of essays and roundtables from party, professional and literary journals surveys the key issues in the market debate.

This is an abridged translation of the principal Chinese textbook on civil law, which was published as part of the restructuring of China's legal system following the Third Plenum of the Chinese Communist Party in late 1978. Because the closest thing China has to a civil code - the General Provisions of Civil Law enacted in 1986 - is very incomplete, this treatise is an authoritative source on the subject. "Basic Principles of Civil Law in China" translates those portions of the Chinese text that are likely to be most useful for foreigners dealing with China, such as material on contracts, torts, joint-ventures, negotiable instruments and technology transfer. It also contains general material on such matters as agency and partnership, the general principles of juristic persons, and statutes of limitations.

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.

This boxed set of two encyclopedias charts the rise and fall of the ancient American empires - including the Chavin, Paracas, Moche, Olmec and Zapotec. It is an absorbing guide to the lost world of the peoples of the sun, their awe-inspiring history, myths and culture. You can explore dozens of vitally important World Heritage sites, including Teotihuacan, Cuzco and the Nazca lines. It describes burial practices, mummies, ritual sacrifice and the importance of gold as well as exploring the impact on native religion of the coming of Christianity. 1000 stunning photographs, statues, sculptures, paintings, maps and illustrations reveal an amazing visual history. This two-volume comprehensive and authoritative history describes the political, military and social world of ancient America. It explores the region's vivid mythology, including tales of creation, earth and sky; legends of the gods, goddesses and heroes; and stories of fertility, harvest and the afterlife. The first book focuses on the Maya and Aztec civilizations of Mexico and Central America, and the second on the Inca Empire that stretched the length of South America. Taking in many other cultures, this is a perfect introduction to the subject and also a stunning visual record of a fascinating period that has helped to shape our world.

This collection takes its inspiration from Paul Goodman's Growing Up Absurd, a landmark critique of American culture at the end of the 1950s. Goodman called for a revival of social investment in urban planning, public welfare, workplace democracy, free speech, racial harmony, sexual freedom, popular culture, and education to produce a society that could inspire young people, and an adult society worth joining. In postmodernity, Goodman's enlightenment-era vision of social progress has been judged obsolete. For many postmodern critics, subjectivity is formed and expressed not through social investment, but through consumption; the freedom to consume has replaced political empowerment. But the power to consume is distributed very unevenly, and even for the affluent it never fulfills the desire produced by the advertising industry. The contributors to this volume focus on adverse social conditions that confront young people in postmodernity, such as the relentless pressure to consume, social dis-investment in education, harsh responses to youth crime, and the continuing climate of intolerance that falls heavily on the young. In essays on education, youth crime, counseling, protest movements, fiction, identity-formation and popular culture, the contributors look for moments of resistance to the subsumption of youth culture under the logic of global capitalism.

Every culture has a need to explain the vastness and power of the cosmos and the natural world around it, and this book reveals the powerful and evocative mythologies of the South American continent. This fully cross-referenced volume details the gods and goddesses, significant events, sacred sites and the rich iconography of the peoples of South America, particularly the powerful Incas and their predecessors. Discover the all powerful Inca sun god, Inti, and the magical shamans of the Amazonian tribes. Learn how the rulers of the sophisticated civilizations of the Andes built their empires and how the Spanish legend of El Dorado brought doom to the Inca civilization. Find out how the animals and the landscape itself play a vital part in the beliefs and traditions of the continent, and how the sun, the moon and the stars are central to the ancient myths. Specially illustrated feature spreads focus on unifying themes such as Sacred Skies, Human Sacrifice and Cannibalism, and Divine Kingship and Ancestor Reverence. This A-to-Z guide is illustrated throughout with superb contemporary paintings and artefacts, and photographs of the ancient sacred sites. For readers of all ages, this is a rich source of information for exploring, and understanding the beliefs and religions of the indigenous inhabitants of South America.

Discover the evocative mythologies of the peoples of South America. An instantly accessible A-Z structure details the characters, significant events, locations and sites of interest of the Incas and their predecessors. From Inti the all-powerful sun god, to the legend of El-Dorado, focus spreads reveal the rituals and religions of the indigineous people.