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Copywriting: Bullet Guides
by Tina KonstantOpen this book and you will Compose great copy Engage your audience Persuade brilliantly Build sales
Copywriting: Bullet Guides
by Tina KonstantOpen this book and you will Compose great copy Engage your audience Persuade brilliantly Build sales
Copywriting for the Electronic Media: A Practical Guide (6th edition)
by Milan D. MeeskeThis text for undergraduates offers ample copywriting practice with about 80 exercises that sharpen copywriting skills in a variety of venues. Realistic situations typical of entry-level copywriting positions are included. The structure of the text is appropriate for an introduction to writing for electronic media, where many topics are covered, or it can be used to focus on writing for radio and television alone. Along with copywriting materials, the text includes material not always found in texts, such as chapters on copywriting style, consumer behavior, and legal and ethical aspects of copywriting. B&w examples of storyboards and actual aired copy are used extensively. This sixth edition contains new material on getting the first job and the role of the Internet. The grammar review has been expanded and simplified for this edition. Meeske is professor emeritus at the University of Central Florida. Annotation ©2008 Book News, Inc. , Portland, OR (booknews. com)
Copywriting In A Week: Be A Great Copywriter In Seven Simple Steps
by Robert AshtonThe ability to write great copy is crucial to anyone who wants to advance their career.Written by Robert Ashton, a leading expert on copywriting as both a coach and a practitioner, this book quickly teaches you the insider secrets you need to know to in order to write brilliant copy.The highly motivational 'in a week' structure of the book provides seven straightforward chapters explaining the key points, and at the end there are optional questions to ensure you have taken it all in. There are also cartoons and diagrams throughout, to help make this book a more enjoyable and effective learning experience.So what are you waiting for? Let this book put you on the fast track to success!
Copywriting In A Week: Be A Great Copywriter In Seven Simple Steps
by Robert Ashton Rob AshtonGreat copywriting just got easierIt's strange to think that there was a time when only the privileged few could read or write. The rest of us relied on the spoken word. Storytelling was used to pass knowledge on from one generation to the next. Now, most of us are literate and use the written word to gather information and inform our decision making. Increasingly we do this online, with social media and messaging enabling rapid, spontaneous global communication. But rather than freeing us from the need for clear, effective written communication, it actually makes good communication even more important. The less we communicate face to face, the greater the opportunity for misunderstandings. Of course, all writing communicates your message to people you cannot see and may never meet. It means you can influence more widely; it also means you must take care not to make assumptions aboutyour reader, especially those who see your public postings. Successful copywriting is constructed from carefully selected words, each with a clear purpose. It is written to prompt feelings, thoughts or actions. It is clear, concise and at times comforting. It is also comprehensible, even to those not yet confident users of your language. Reading this book, and following the techniques it introduces, will make you a more effective writer. Expertise in grammar is not needed as all the necessary jargon is simply defined and, anyway, some forms of business writing deliberately ignorerules. This book is for people who want to write for results. Each of the seven chapters in Copywriting In A Week covers a different aspect:- Sunday: Focusing your message- Monday: Using layout, pictures and colour to make words memorable- Tuesday: Writing effective letters- Wednesday: Making advertising work for you- Thursday: Communicating clearly with the media- Friday: Preparing promotional print- Saturday: Composing proposals and presentation visuals
Copywriting Third Edition: Successful writing for design, advertising and marketing
by Gyles Lingwood Mark ShawWriting copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This revised edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications, and aspects of writing for social media are integrated throughout. There are also new interviews and case studies. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, *Copywriting, Third Edition takes you through step-by-step processes that can help you to write content quickly and effectively.
Copywriting Third Edition: Successful writing for design, advertising and marketing
by Gyles Lingwood Mark ShawWriting copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This revised edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications, and aspects of writing for social media are integrated throughout. There are also new interviews and case studies. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, *Copywriting, Third Edition takes you through step-by-step processes that can help you to write content quickly and effectively.
The COR/COTR Answer Book
by Bob BoydThe Classic COR/COTR Reference Updated!Incorporating the most important changes to regulations affecting federal acquisition, this third edition of The COR/COTR Answer Book remains the “go to” reference for CORs, COs, and other acquisition professionals.Included in this third edition are:• Updated and expanded coverage of the policies and regulations on government property• Revised dollar thresholds that comply with the most recent changes• In-depth coverage of performance-based paymentsCoverage of the new FAR rules on COR certification details the elements of this new three-tiered mandatory certification program, along with the requirements on training, experience, and continuous learning. The easy-to-use question and answer format facilitates quick access to specific information. In this third edition, The COR/COTR Answer Book continues a tradition of trusted service to acquisition professionals carrying out their vital role in contract planning, formation, and administration.
Coral Reefs
by Seymour SimonSeymour Simon knows how to explain science to kids and make it fun. He was a teacher for more than twenty years, has written more than 250 books, and has won multiple awards. <P><P>In Coral Reefs, Simon introduces elementary-school readers to the oceans’ reefs through wonderful descriptions and stunning full-color photographs. He encourages appreciation of the ecology of coral reefs, explains why they are in danger, and suggests ways kids can help save the endangered reefs. Lexile Measure: NC1110L
El corazón del líder
by Jon BylerLa mayor crisis del liderazgo, en la actualidad, es el carácter. Aunque se ha escrito mucho sobre la importancia del carácter, este libro se centra en las áreas prácticas del carácter de cada persona, las cuales, pueden ser transformadas con la aplicación de principios bíblicos. El autor inicia el libro señalando la importancia del carácter y cómo se forma, pero pasa rápidamente a los capítulos sobre aspectos específicos del mismo que son de vital importancia en el liderazgo: un corazón dispuesto a servir, quebrantamiento, uso de la lengua, relación de autoridad, perdón, familia y un buen final, entre otros. Los principios bíblicos se examinan, ilustran y aplican en cada una de estas áreas. El trabajo se basa en la premisa del autor de que los verdaderos líderes cristianos son fuertes y equilibrados en tres áreas fundamentales: carácter, conocimiento y habilidades de liderazgo. De estas, el carácter es la más importante, pero también la más difícil de desarrollar. Este libro constituye una herramienta de gran impacto a nivel personal, pero lo más valioso es que permite a pastores, mentores, educadores y padres empezar a trabajar con los demás en el desarrollo de un carácter semejante al de Cristo.
Cord Cutting For Dummies
by Paul McFedriesCut the cable television cord and cut your monthly bills Are you one of those people who have 500 television channels to choose from and you can never find anything to watch? Maybe it’s time to cut the cable cord and take full control of what’s on your television. All you need to get started with this popular money saving strategy is an Internet connection, a device to stream to, and the advice in this book. With Cord Cutting For Dummies, you go from evaluating if cord cutting is the right choice for your budget to acquiring the technology to get the programming you actually want. You’ll discover the technology you need for streaming, select the service or services that fit your needs, and make the components of your setup work together—all within your budget. Cord Cutting For Dummies offers the steps to going from wired to wireless, including: Deciding if you need to upgrade your Wi-Fi equipment and service. Evaluating your current devices. Adding a smart TV to the mix. Choosing the best streaming services for you—including some free options When you’re ready to untether yourself from the cable or satellite, Cord Cutting For Dummies shows you, step by step, how to break free. Pick up a copy and you’ll be watching your favorite movie or TV show in no time!
The Cordial Economy - Ethics, Recognition and Reciprocity (Ethical Economy #55)
by Patrici CalvoThis book proposes, from a civil perspective —such as that developed by Stefano Zamagni— and a cordial perspective —such as that developed by Adela Cortina—, orientations to design an economy in tune with what the historical moment demands. Among other things, this comes from encouraging institutions, organisations and companies to include in their designs aspects as important for carrying out their activities as cordial reciprocity, mutual recognition of the communicative and affective capacities of the linked or linkable parties, public commitment and the active participation of civil society.The book first shows the conceptualisation of the process of self-interest as operating for one’s own benefit and its inclusion in the orthodox economic model. In Chapter 2 it then displays some of the logical/formal and experimental limits of the axiomatic economics model to discover the possibility of building bridges between theoretical modelling and factual validation. Chapter 3 demonstrates the fragility of a rationality model based on the paradigmatic figure of homo oeconomicus. Chapter 4 reflects on the critical process that has identified reciprocity as a determining factor for human cooperation, turning this behaviour into a paradox in which the lack of a reasonable explanation from the selfish perspective becomes inconsistent in the predominant economic theory. Chapter 5 is from a moral point of view it describes and criticises the different approaches to reciprocity observed by sociologists, biologists, psychologists and economists. Chapter 6 analyses three mutual recognition proposals as possible foundations for human cooperation, highlighting one of them –cordial recognition, developed by Cortina– because it is more closely related to studies of reciprocity, particularly the most recent contributions from the neurosciences. Chapter 7 proposes cordial reciprocity as a horizon of meaning for the various approaches to reciprocity observed. Chapter 8 explores the possible emergence and development of cordial goods, a type of relational and communicative good that enables joint actions to take place in different contexts of human activity. Chapter 9 analyses the application and implementation of cordial reciprocity at the macro, meso and micro levels of the economy. And finally, it proposes guidelines for designing a monitoring and compliance system which, based on the communication, storage and processing of big data and the committed participation of stakeholders, offers businesses the possibility of inspecting their underlying dimensions of morality, emotions and responsibility.
CORE: How a Single Organizing Idea can Change Business for Good
by Neil GaughtCORE is shortlisted for the Best Business Book Awards in the Engaging Change category. At the core of the world's most admired businesses lies a powerful Single Organizing Idea. These organizations deliver sustainable economic and social benefit; they unite people, attract investment, inspire innovation, pioneer new efficiencies, and enjoy positive reputation. Such businesses are admired but they remain a rare breed. Though the tides of change are engaging the minds of business leaders, most are still trapped behind their brands and an approach to corporate social responsibility that is out of step with a connected society that increasingly questions 'who' these businesses really are and what drives their purpose. This book is about how businesses can adopt a Single Organizing Idea and, more importantly, why they have to. Drawing on stories and case studies, and with reference to the UN's Sustainable Development Goals, its no-nonsense approach sets aside the ideals to confront the realities of business reform. It demonstrates the power and potential that a Single Organizing Idea can bring to any business prepared to take its head out of the sand and proactively respond to today's challenges.
Core Auditing Standards for Practitioners
by John Selwood Katharine BagshawThe only book on the market specifically designed to help audit staff stay ahead of inspectorsThis comprehensive, practical, and theoretical guide covers the key ISAs that underpin audit methodologies and the recently revised ISAs that cause practitioners the most concern. It is designed to enhance auditors' understanding of critical ISAs, reducing their dependence on methodologies to mediate and explain ISA requirements. Using plenty of examples, the book helps audit staff learn to tailor audit methodologies and remove redundancies, as well as form high-quality judgments with a thorough grounding in ISA to serve in discussions with file reviewers and audit inspectors.Features practical examples that appeal to auditors with technical responsibilitiesCovers key topics such as smaller audits, management override of controls, documenting judgments, and dealing with accounting estimates and written presentationsIdeal for practitioners in companies and accounting firms, as well as auditing studentsIncludes access to a companion website with constantly updating ISAs and case studiesMixing theory with practical examples, Core Auditing Standards for Practitioners provides experienced audit staff with key ISA-related information they need to succeed.
Core Brand Message: How to Build a Unique Brand
by Mike MoserThe core brand message is the key message that your company will be communicating to all its audiences. All other messages coming from the company will be offshoots of this message. This chapter will take you through a process that will ensure that the brand message you come up with will work in the marketplace for years to come.
Core Brand Values: How to Build a Unique Brand
by Mike MoserThis chapter will help you articulate your company's core brand values, which make up the foundation for every decision your company makes-from the kind of people you hire, to the kinds of customers you pursue, to the marketing decisions you make. A worksheet to guide you through the process is included.
The Core Business Web: A Guide to Key Information Resources
by Gary W WhiteThe best Business Web sites at your fingertips-24/7! The Core Business Web: A Guide to Key Information Resources is an essential resource that saves you from spending hours searching through thousands of Web sites for the business information you need. A distinguished panel of authors, all active in business librarianship, explores Web sites in their subject areas, selecting the very best from 25 functional areas of business. Each site was chosen based on the timeliness, relevance and reliability of its content, the site's ease of navigation and use, and the authority of the site's author or publisher. The rapid growth of the Internet has resulted in an ever-increasing number of Web sites offering potentially useful business information. The Core Business Web identifies, evaluates, and summarizes the most significant sites, including gateways or portals, directories, and meta-sites, to organize online resources into easy-to-follow links that allow you to access information quickly. Sites are categorized and listed for 25 areas of business, including: banking-commercial banking, regulators, trade associations, international links business law-statutes, regulations, decisions, antitrust, corporations, international transactions, labor and employment, tax and taxation, uniform commercial code career information and salary surveys-labor statistics, job hunters, career planning e-commerce-e-business news, statistics, "how-to" sites, technology sites, business-to-business sites finance and investments-market analysis and commentary, market news, stock screeners, brokers hospitality and tourism-lodging and gaming, restaurant and foodservice small business and entrepreneurship-startup information, counseling, funding and venture capital, and sites for women and minority-owned businesses, and much more! The Core Business Web is an invaluable resource for saving valuable time that's intended for information professionals but can be used by anyone seeking business information online.
The Core Competence of the Corporation
by The Macat TeamC.K. Prahalad and Gary Hamel’s 1990 The Core Competence of the Corporation helped redefine traditional ideas of management strategy. It did so by focusing companies on one of the key critical thinking skills: evaluation. In critical thinking, evaluation is all about judging the strengths and weaknesses of arguments – assessing their reasoning and the relevance or adequateness of the evidence they use. For Prahalad and Hamel, companies could gain a competitive edge by evaluating themselves: their own strengths and weaknesses. By sensitively evaluating core competencies – the collective knowledge inside the organization that distinguishes it from other corporations – they could target efforts and resources with strategic focus. For Prahalad and Hamel, managers need to be able to identify and evaluate their company’s unique skill sets, and the technologies that distinguish them from others businesses. How well they then coordinate these elements defines a company’s competitive strength and how quickly it can adapt to new challenges. As Prahalad and Hamel showed in their case studies, the critical thinking skill of evaluation – knowing what you do best, how well you do it, and how you might improve – is absolutely central to staying ahead of the crowd.
Core Competence of the Corporation (HBR Bestseller)
by C. K. Prahalad Gary HamelA company's competitiveness derives from its core competencies and core products. Core competence is the collective learning in the organization, especially the capacity to coordinate diverse production skills and integrate streams of technologies. First companies must identify core competencies, which provide potential access to a wide variety of markets, make a contribution to the customer benefits of the product, and are difficult for competitors to imitate. Next companies must reorganize to learn from alliances and focus on internal development. McKinsey Award Winner.
Core Concepts of Government & Not-for-Profit Accounting
by Penelope S. Wardlow Michael H. GranofWe wrote this text for graduate and upper-level undergraduate accounting courses and graduate courses in public administration and public affairs.
Core Labour Standards and International Trade: Lessons from the Regional Context
by Kofi AddoThis book examines the labour standards provisions in a number of Regional and Bilateral Trade Agreements, and assesses the potential of using the relevant clauses in these trade agreements as a benchmark for a multilateral approach. Based on the lessons learned from the Regional model, the book proposes a Global Labour and Trade Framework Agreement (GLTFA) combined with a joint ILO/WTO enforcement mechanism to resolve the contentious issue of the link between the CLS and international trade. The history of the linkage between the Core Labour Standards (CLS) and international trade dates back roughly 150 years, and has recently become one of the most vexing issues facing policy-makers. At the heart of the debate is the question whether or not trade sanctions should be imposed on countries that do not respect the CLS as embodied in multilateral conventions administered by the International Labour Organization (ILO). Concretely, this would entail inserting a social clause in the World Trade Organization (WTO) rules, and would trigger the imposition of sanctions on those countries that do not adhere to the CLS.
Core Macroeconomics (3rd Edition)
by Eric P. Chiang Gerald W. StoneWith this new edition, Eric Chiang transforms CoreMacroeconomics into a text/media resource well attuned to today’s students. Long active in the economics education community, Chiang brings a contemporary teacher’s perspective to the book, supporting a variety of learning approaches by introducing modern topics, new pedagogy, a more visual presentation, and well-integrated media tools. All this while maintaining the book’s defining focus on just those topics instructors cover most often in the course.
Core Management for HR Students and Practitioners
by Peter Winfield Ray Bishop Keith PorterThis is the second edition of the successful text published in 2000.The text continues to include self- assessment exercises, exam question, further reading and research and uses short case studies and articles to relate theory to practice.The new edition is completely up-dated with more extracts from Personnel Today and linked in to a website provided by the authors. The book provides excellent coverage of the CIPD syllabus for three core areas of the CIPD syllabus, Managing People, Managing Activities and Managing a business context. New end of chapter website links are included.
The Core of a Personal Learning Strategy: Recognizing and Transforming Crucible Experiences
by Robert J. ThomasOutstanding leaders, consciously or unconsciously, devise a personal strategy for recognizing and transforming crucible experiences into lessons that keep them refreshed and responsive to the demands of a changing world. This chapter offers a practical, actionable guide to devising a Personal Learning Strategy (PLS).
The Core-Periphery Divide in the European Union: A Dependency Perspective
by Rudy WeissenbacherThis book revisits the forgotten history of the 'European Dependency School' in the 1970s and 1980s, explores core-periphery relations in the European integration process and the crises of the contemporary European Union from a dependency perspective, and draws lessons for alternative development paths. Was disintegration of the European Union foretold? With the benefit of hindsight, the critical analysis of the European integration process by researchers from the 'European Dependency School' is most timely. The current framework of the European Union seems to be haunted by issues that had been very familiar to the researchers of the 'European Dependency School', such as a lack of a common and balanced industrial policy. How do the situations compare? What lessons can be learnt for alternative development policies in contemporary Europe? Weissenbacher tackles these issues, which are of relevance to all interested in political economy, political science, development studies and regional development.