A must read for any copywriter and anyone looking to understand the new realities of the brand creativity business.

A memorable slogan has been the cornerstone of every great ad campaign. In the past, writing one great headline could launch a career. But today's advertising campaigns are interactive, multi-platform and ongoing, and the copywriter's canvas is vast. At any given time, a copywriter may be conceiving a video game, writing a TV show, maintaining a Twitter feed, creating a mobile app or an interactive installation or, yes, writing a headline or a TV script.

While the best copywriters have always been brand storytellers, now that story can play out anywhere. The digital revolution put control in the hands of the people - the audience - now no longer just consumers, but active participants in a brand's story.

The art and science of advertising has gone from creating one-way messages to engaging audiences in ongoing conversations.

A new ad landscape means new opportunities for writers who now have the incredible opportunity to push brand narrative to places it's never been before and to actually create something so useful or entertaining that it generates its own audience. It also means that many of the rules of the past--while exceedingly worthy of study--are insufficient to guide the modern copywriter. Co-published with AdvertisingAge, The Idea Writers outlines the changing landscape of the advertising industry while providing useful how-to advice.

Filled with interviews from top creatives including:

Greg Hahn, Nick Law, Jeff Benjamin, Tim Delaney, Rei Inamoto, Lee Clow, Steve Simpson, Rick Condos, David Droga, Gerry Graf, Ty Montague, Calle and Pelle Sjonell, PJ Pereira, David Abbott and many more

The purpose of this collection of essays is to shed some light on the complex relationship between environmental quality and the distribution of income. Are the preferences of the poor towards a cleaner environment really different from those of the rich? Environmental economists have traditionally focused on efficiency issues. In their analyses the quality of the environment is usually related to aggregate or average variables, like per capita income; policy recommendations are usually formulated considering efficiency with no regard for equity and also the predicted effects of policies are evaluated in aggregate terms. The essays collected in this volume go into the problem of the relationship between environmental quality and income distribution. The book's opening essay shows how different theories of economic growth and environmental quality seem to suggest that the higher the level of income the higher is the value of environmental protection. The essays that follow, a mix of already published papers and of papers solicited for this book, analyse the relationship between environmental quality and income distribution from different perspectives (both micro and macro) and on the basis of more than one methodology. This book highlights that the preferences of the poor towards a cleaner environment may differ from those of the rich, but income is also very likely to represent only one factor affecting them. The essays consider other relevant factors affecting preferences for environmental quality. What clearly emerges is that the distribution of costs and benefits of environmental policies is the key for their successful implementation, and that further research is needed to both address the distributional effects themselves and the strategies to mitigate them.

The purpose of this collection of essays is to shed some light on the complex relationship between environmental quality and the distribution of income. Are the preferences of the poor towards a cleaner environment really different from those of the rich? Environmental economists have traditionally focused on efficiency issues. In their analyses the quality of the environment is usually related to aggregate or average variables, like per capita income; policy recommendations are usually formulated considering efficiency with no regard for equity and also the predicted effects of policies are evaluated in aggregate terms. The essays collected in this volume go into the problem of the relationship between environmental quality and income distribution. The book's opening essay shows how different theories of economic growth and environmental quality seem to suggest that the higher the level of income the higher is the value of environmental protection. The essays that follow, a mix of already published papers and of papers solicited for this book, analyse the relationship between environmental quality and income distribution from different perspectives (both micro and macro) and on the basis of more than one methodology. This book highlights that the preferences of the poor towards a cleaner environment may differ from those of the rich, but income is also very likely to represent only one factor affecting them. The essays consider other relevant factors affecting preferences for environmental quality. What clearly emerges is that the distribution of costs and benefits of environmental policies is the key for their successful implementation, and that further research is needed to both address the distributional effects themselves and the strategies to mitigate them.

In recent years there has been a growing awareness of the importance of reproductive biology to crop production and there has been a tremendous increase in research on reproductive structures of higher plants. Presented here is a wide information of different aspects of micro- and macrosporogenesis, pollen-stigma interaction and recognition, pollen tube growth, cytoskeleton, in vitro and in vivo gamete fusion, and incompatibility. The most advanced techniques employed in studies on reproductive biology of higher plants are described in detail.

A New Ecology presents an ecosystem theory based on the following ecosystem properties: physical openness, ontic openness, directionality, connectivity, a complex dynamic for growth and development, and a complex dynamic response to disturbances. Each of these properties is developed in detail to show that these basic and characteristic properties can be applied to explain a wide spectrum of ecological obsevations and convections. It is also shown that the properties have application for environmental management and for assessment of ecosystem health.
* Demonstrates an ecosystem theory that can be applied to explain ecological observations and rules
* Presents an ecosystem theory based upon a systems approach
* Discusses an ecosystem theory that is based on a few basic properties that are characteristic for ecosystmes

This book provides insights into various aspects of medicinal plant-associated microbes, known to be a unique source of biological active compounds, including their biotechnological uses and their potential in pharmaceutical, agricultural and industrial applications. Featuring review papers and original research by leading experts in the field, it discusses medicinal plants and their interactions with the environment; medicinal plants as a source of biologically active compounds; medicinal plant-associated microbes (diversity and metabolites); their pharmaceutical, agricultural and industrial applications as well as their potential applications as plant growth stimulators and biocontrol agents. As such the book offers a valuable, up-to-date overview of the current research on medicinal plants, their ecology, biochemistry and associated biomes.

This book provides insights into various aspects of medicinal plant-associated microbes, known to be a unique source of biological active compounds, including their biotechnological uses and their potential in pharmaceutical, agricultural and industrial applications. Featuring review papers and original research by leading experts in the field, it discusses medicinal plants and their interactions with the environment; medicinal plants as a source of biologically active compounds; medicinal plant-associated microbes (diversity and metabolites); their pharmaceutical, agricultural and industrial applications as well as their potential applications as plant growth stimulators and biocontrol agents. As such the book offers a valuable, up-to-date overview of the current research on medicinal plants, their ecology, biochemistry and associated biomes.

A New Ecology: Systems Perspective, Second Edition, gives an overview of the commonalities of all ecosystems from a variety of properties, including physical openness, ontic openness, directionality, connectivity, a complex dynamic for growth and development, and a complex dynamic response to disturbances. Each chapter details basic and characteristic properties that help the reader understand how they can be applied to explain a wide spectrum of current ecological research and environmental management applications.

Tuscany. What's it really like? The author of the "Inside Tuscany: A Second Time Around" guide book series offers a new book of stories about living and traveling in Tuscany. Book Sections and Chapters The book explores living in Tuscany in six sections: I. The Aretine: description of the major hill town of Arezzo and its Saturday and Antique markets, the Giostra del Saracino, and the WW II atrocity at nearby Civitella. II. Culture: including the role of the Catholic church, customs and courtesies, tiny specialty stores, a week in Italian school, the passeggiata, grape harvest, hosting guests, and bureaucracy. III. Food: good restaurants and bars, ordering caffe, Tuscan bread, and eating as a guest in someone's home. IV. Traveling and Living: stories of exploration, dealing with an accident, an 18th century rectory, photo hints, culture shock, the evolution of connectivity, and cell phones. V. Driving: driving in the city, on the autostrada, navigating in cities and the countryside, and short term Italian driver thinking. VI. Walking the Aqueduct and the magic of discovery. The author's guidebooks on Amazon and iTunes cover . . . Arezzo, the Valdichiana, Cortona, Chianti and Val d'Orcia, and the Casentino and Valtiberina on Amazon.com. The Churches of Arezzo, the Museums of Arezzo, Cortona are on iTunes.

Is the concept of sustainability strongly founded on solid scientific bases? And can this elusive concept be introduced in the economic framework and embodied in people's behavior as well as public and private institutions' decision making? This book presents a view of sustainability that starts from the acknowledgment of physical conditions and limits that humans can no longer neglect. It also includes some epistemological foundations of the concept of sustainability and historical backgrounds. The view is optimistic to the extent that economics, the compass of our industrial society, is open to inputs and suggestions coming from outside orthodox schemes. Transdisciplinary science is one key element of such a change, and this book is a transdisciplinary project.In the field of the criticism to GDP as an omni-comprehensive instrument, the book also describes the methodology of the Index of Sustainable Economic Welfare (ISEW), proposed by H. Daly and John Cobb in 1989. They proposed some revisions to the System of National Accounts and GDP in order to add information for policy makers towards sustainability.Starting with consumption, some adjustments are proposed to allow for inequality of income distribution, environmental problems (such as pollution costs, long term environmental damage, depletion of non-renewable resources) and social issues (such as commuting costs, urbanization costs, public expenditure for health and education). Computations for different nations have shown that ISEW increases together with increasing GDP up to a point, beyond which it stagnates or even decreases, due to the environmental and social pressure of economic growth. The ISEW is a feasible calculation and some experiments at the local level in Italy are presented. Advances in integrating different sustainability indicators (both economic-based and physical-based) are also presented as well as their use under a sustainability viewpoint.