Like AMC's award-winning drama "Mad Men," this book looks at the industry that shaped a culture. The" Real Mad Men" is a visual history of key major ad campaigns during the 1950s and 1960s and the people responsible for them. Beginning with the iconic VW campaign that kicked off the "Creative Revolution" it covers campaigns such as Avis, Alka Seltzer, Benson & Hedges 100s, Volvo, Chivas Regal, and Braniff Airways."Real Mad Men" reveals the true players of Madison Avenue in the era of the "Mad Men" and provides a behind-the-scenes look at key agencies, including 150 full-color illustrations of the main ad campaigns as well as numerous inset campaigns

    But to achieve this in today’s competitive job market, it’s almost certain that at some point you’ll need to reinvent yourself professionally. Consider this book your road map for the next phase of your career journey.In Reinventing You, branding expert Dorie Clark provides a step-by-step guide to help you assess your unique strengths, develop a compelling personal brand, and ensure that others recognize the powerful contribution you can make.Mixing personal stories with engaging interviews and examples from well-known personalities—Mark Zuckerberg, Al Gore, Tim Ferriss, Seth Godin, and others—Reinventing You shows how to think big about your professional goals, take control of your career, build a reputation that opens doors for you, and finally live the life you want.

    With expanded coverage of ethics, analysis processes, and approaches, authors Catherine Marshall and Gretchen B. Rossman, have updated this highly popular text to reflect the advances and challenges presented by provocative developments and new applications since the previous edition.

    Packed with behind-the-scenes stories, from a typical day in the writers’ room at the Onion to why a sketch does or doesn’t make it onto Saturday Night Live, Poking a Dead Frog is a must-read for comedy buffs, writers, and pop culture junkies.

    Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays therePosition a follower so that it can occupy a niche not claimed by the leaderAvoid letting a second product ride on the coattails of an established one.Positioning also shows you how to:Use leading ad agency techniques to capture the biggest market share and become a household nameBuild your strategy around your competition's weaknessesReposition a strong competitor and create a weak spotUse your present position to its best advantageChoose the best name for your productDetermine when-and why-less is moreAnalyze recent trends that affect your positioning.Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.

    The effective group leader or counselor will be the person who learns how to listen to other people. By studying and employing listening skills, church leaders will engage others more compassionately, allowing them to feel that their needs are being met. These skills can be used with persons who are terminally ill, inactive at church, going through a divorce, in a family with a severely ill person, unemployed, seeking a new church, grieving, traumatized by catastrophe, going through teenage adolescence, in marriage counseling, or leading a ministry team.John Savage offers eleven specific and teachable listening skills for improving relationships among those who do ministry in small-group settings or when offering counsel to others. The skills are taught through oral exercises and unfailingly helpful examples from actual congregational situations. The skills include paraphrasing, productive questions, perception check, expression of feelings and emotions, fogging, negative inquiry, behavior description, and story listening.

    "Appreciative Inquiry Handbook explains in-depth what AI is and how it works, and includes stories of AI interventions and classic articles, sample project plans, interview guidelines, participant worksheets, a list of resources, a glossary of terms, and more.

    Meanwhile, people with important ideas--entrepreneurs, teachers, politicians, and journalists--struggle to make them "stick."In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds--from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony--draw their power from the same six traits.Made to Stick will transform the way you communicate. It's a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas--and tells us how we can apply these rules to making our own messages stick.

    How To Write Copy That Sells is a step-by-step guide to writing fast, easy-to-read, effective copy. It's for everyone who needs to write copy that brings in cash – including copywriters, freelancers, and entrepreneurs. Inside, you'll find copywriting techniques for email marketing, web sites, social media, sales pages, ads, and direct mail. You'll also discover: The universal hidden structure behind all persuasive copy. How to avoid the most common copywriting mistakes. A simple technique for writing copy that’s easy to read. How to write powerful short copy for social media. Sample headlines, bullet points, and openings – yours to “swipe” and use as your own! Tons of templates, examples, and checklists guaranteed to improve your copy. ...And much, much more! Writing Copy That Sells is your indispensable guide to creating fresh, fast, effective copy that generates sales like magic.

    Though now outdated, the best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication, including works from the last 15 years. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 48 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. Looking for the clues to well-written, effective, and compelling stories that make great advertising? Look no further.

    Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day operations of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.

    Its combination of up-to-date research and examples, gives students theoretical as well as a practical foundation in conflict management.

     Think back to the job interview you nailed (or blew). The date that went perfectly (or broke down completely.) Or the random encounter with that person who turned out to be your best friend (or the countless others that didn’t). Mere seconds of conversation have the power to alter the course of your life. It’s miraculous then that we are never taught HOW to conduct conversations. How to navigate them so that we get more of the jobs, dates, and best friends we want. It’s as if the world believes amazing conversational skills can’t be learned. Captivate shatters that belief. Inside you'll learn: How to keep conversations going without running out of things to say and facing the dreaded awkward silence How to create interesting "getting to know you" conversations without slipping into boring interview mode and turning off who you're talking to How to start conversations with strangers and approach people you don't know Real life examples of great (and terrible) conversations The two modes of conversation that allow you to connect with anyone, even when you don't have anything in common How to finish a conversation so people walk away planning on reaching out to you Read Captivate and you’ll learn how to have conversations that stand out in people’s minds and make you someone they never want to forget.

    Who better to guide writers striving to succeed in the profession than a group of award-winning independent journalists with a combined total of 225 years of experience? From Thomas Hayden's chapter on the perfect pitch to Emma Maris's advice on book proposals to Mark Schrope's essential information on contracts, the members of SciLance give writers of all experience levels the practical information they need to succeed, as either a staffer or a freelancer. Going beyond craft, The Science Writer's Handbook also tackles issues such as creating productive office space, balancing work and family, and finding lasting career satisfaction. It is the ultimate guide for anyone looking to prosper as a science writer in the new era of publishing.

    Yet as anyone in a long-term relationship will tell you, it can also be one of the most challenging. Almost half of all first marriages end in divorce, and chances go down from there. So how do you beat the odds? "All successful long-term relationships are secure relationships," writes psychotherapist Stan Tatkin. "You and your partner take care of each other in a way that ensures you both feel safe, protected, accepted, and secure at all times." In We Do, Tatkin provides a groundbreaking guide for couples. You’ll figure out whether you and your partner are right for each other in the long term, and if so, give your relationship a strong foundation so you can enjoy a secure and lasting love. Highlights include:Create a shared vision for your relationship, the key to a strong foundation• It’s all about prevention—learn tools and techniques for preventing problems before they occur• Understand how to work with the psychological and biological influences in your relationship—neuroscience, arousal regulation, attachment theory, and more• Numerous case studies with helpful examples of healthy and unhealthy interactions, sample dialogues, and reflections• Dozens of exercises—the newlywed game, reading facial expressions, and many more fun and serious practices to develop intimacy and security• Handling conflict—how to broker win-win outcomes• Build a loving relationship that helps you thrive and grow as both individuals and a couple Common interests, physical attraction, shared values, and good communication skills are the factors most commonly thought to indicate a good partnership. Yet surprisingly, current research reveals that these are only a small part of what makes for a healthy marriage—much more important are psychological and biological influences. With We Do, you’ll learn to navigate these elements and more, giving your relationship the best possible chance to succeed.