Advertising Account Planning in the Digital Media Landscape is every student and future advertising professionals' guide to contemporary research and implementation strategies for today's most successful campaigns.From data analytics to building a creative brief, this book systematically covers the tools and skills needed to be a successful advertising account planner.The second edition builds on core strategies with the newest digital opportunities, adding activities using...

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the ma...

Kayaking next to open water swimmers, elite and novice, has given Beth Barnes a chance to blend two lifelong passions into one explosive one. Helping others fulfill a dream and being on the open water is where she feels that she reaches her own full potential. During the 2010-11 Catalina Channel Swim Federation Seasons Beth participated in 20 Catalina Channel swims and various other open water competitions. Now, she shares what she has learned...

This book addresses topics related to the impact of invasive species including biosecurity, demographics, species diversity and food security. It is meant for researchers, upper-level students, and policy makers and provides a factual basis for the underlying science and a discussion of that information with respect to current and future impacts and possible solutions. This book explores the nexus of climate change and biological invasions, resulting impacts (biological and economic) and a...

Though it ended more than thirty years ago, the Cold War still casts a long shadow over American society. Red Reckoning examines how the great ideological conflict of the twentieth century transformed the nation and forced Americans to reconsider almost every aspect of their society, culture, and identity.Using an interdisciplinary approach, the volume’s contributors examine a broad array of topics, including the Cold War’s impact on national security, race relations, gun ...

Learn to create a variety of birds following the newest embroidery trend: thread painting.Through a collection of 12 detailed, full-color patterns, aspiring and established embroidery artists will discover how to employ the art of thread painting to create a range of popular birds and waterfowl from around the world, including North America, the Amazon rain forest, and Europe.Thread painting is the name for using single str...

"The lessons build on one another and are clearly sequenced from teacher-led instruction to group instruction to independent practice. Readers will find suggested accountability and differentiated instruction ideas right at their fingertips. It is hard to find books targeted to the early grades, and this one covers many areas important to the K–3 educator."—Tanya Phaturos, Reading SpecialistPark Elementary School, Holbrook, AZ"Emphasizes practical activit...

Money changes everything!The couples in this collection will do everything they can to find love, even when riches get in the way.The 6-book Inherit Love collection follows six couples' romantic journey to inheritance and love.Inside, you can escape to a tropical paradise or an Irish castle. Read stories of arranged marriages, second chances at love, office romances, enemies to lovers, and even amn...