LEADER 03656nam 2200577 a 450 001 9910452652303321 005 20200520144314.0 010 $a1-4443-6081-7 010 $a1-283-54234-X 010 $a9786613854797 010 $a1-4443-6080-9 035 $a(CKB)2550000000107732 035 $a(EBL)965707 035 $a(OCoLC)799766859 035 $a(SSID)ssj0000688212 035 $a(PQKBManifestationID)12289565 035 $a(PQKBTitleCode)TC0000688212 035 $a(PQKBWorkID)10756748 035 $a(PQKB)10421982 035 $a(MiAaPQ)EBC965707 035 $a(Au-PeEL)EBL965707 035 $a(CaPaEBR)ebr10580252 035 $a(CaONFJC)MIL385479 035 $a(EXLCZ)992550000000107732 100 $a20111020d2012 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe copywriter's toolkit$b[electronic resource] $ethe complete guide to strategic advertising copy /$fMargo Berman 210 $aChichester, West Sussex, U.K. ;$aMalden, Mass. $cWiley-Blackwell$d2012 215 $a1 online resource (398 p.) 300 $aDescription based upon print version of record. 311 $a1-4051-9952-0 311 $a1-4051-9953-9 320 $aIncludes bibliographical references and index. 327 $aMachine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading. 330 $a"It doesn't matter whether you're a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media. Writing examples are shown using industry standard formats. You'll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting. Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference. Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy"--$cProvided by publisher. 606 $aAdvertising copy$vHandbooks, manuals, etc 608 $aElectronic books. 615 0$aAdvertising copy 676 $a659.13/2 700 $aBerman$b Margo$f1947-$0721081 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910452652303321 996 $aThe copywriter's toolkit$92061682 997 $aUNINA LEADER 04225nam 2200613 a 450 001 9910781496303321 005 20230721010312.0 010 $a0-8014-6186-3 024 7 $a10.7591/9780801461866 035 $a(CKB)2550000000040575 035 $a(OCoLC)732957178 035 $a(CaPaEBR)ebrary10468076 035 $a(SSID)ssj0000537429 035 $a(PQKBManifestationID)11339799 035 $a(PQKBTitleCode)TC0000537429 035 $a(PQKBWorkID)10553267 035 $a(PQKB)10268043 035 $a(MiAaPQ)EBC3138197 035 $a(MdBmJHUP)muse28937 035 $a(DE-B1597)535305 035 $a(OCoLC)1129178619 035 $a(DE-B1597)9780801461866 035 $a(Au-PeEL)EBL3138197 035 $a(CaPaEBR)ebr10468076 035 $a(EXLCZ)992550000000040575 100 $a20070313d2007 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aHard times in the lands of plenty$b[electronic resource] $eoil politics in Iran and Indonesia /$fBenjamin Smith 210 $aIthaca [N.Y.] $cCornell University Press$d2007 215 $a1 online resource (255 p.) 300 $aOriginally presented as the author's thesis (Ph. D.)--University of Washington, 2002. 311 $a0-8014-4439-X 320 $aIncludes bibliographical references and index. 327 $aOil wealth and politics in the developing world : theories and evidence -- Explaining regime durability in oil-rich states : oil, opposition, and late development -- The impact and legacies of oil and late development : coalitions and state building before the boom -- The oil booms and beyond : two exporting states confront crisis -- Oil, opposition, and late development : regime breakdown and persistence in twenty-one oil-exporting states. 330 $aThat natural resources can be a curse as well as a blessing is almost a truism in political analysis. In many late-developing countries, the "resource curse" theory predicts, the exploitation of valuable resources will not result in stable, prosperous states but rather in their opposite. Petroleum deposits, for example, may generate so much income that rulers will have little need to establish efficient, tax-extracting bureaucracies, leading to shallow, poorly functioning administrations that remain at the mercy of the world market for oil. Alternatively, resources may be geographically concentrated, thereby intensifying regional, ethnic, or other divisive tensions. In Hard Times in the Land of Plenty, Benjamin Smith deciphers the paradox of the resource curse and questions its inevitability through an innovative comparison of the experiences of Iran and Indonesia. These two populous, oil-rich countries saw profoundly different changes in their fortunes in the period 1960-1980. Focusing on the roles of state actors and organized opposition in using oil revenues, Smith finds that the effects of oil wealth on politics and on regime durability vary according to the circumstances under which oil exports became a major part of a country's economy. The presence of natural resources is, he argues, a political opportunity rather than simply a structural variable. Drawing on extensive primary research in Iran and Indonesia and quantitative research on nineteen other oil-rich developing countries, Smith challenges us to reconsider resource wealth in late-developing countries, not as a simple curse or blessing, but instead as a tremendously flexible source of both political resources and potential complications. 606 $aPetroleum industry and trade$xPolitical aspects$zIran 606 $aPetroleum industry and trade$xPolitical aspects$zIndonesia 607 $aIran$xPolitics and government$y1941-1979 607 $aIndonesia$xPolitics and government$y1966-1998 615 0$aPetroleum industry and trade$xPolitical aspects 615 0$aPetroleum industry and trade$xPolitical aspects 676 $a338.2/7280955 700 $aSmith$b Benjamin B.$f1970-$01540478 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910781496303321 996 $aHard times in the lands of plenty$93792155 997 $aUNINA