LEADER 00812nam 2200265 450 001 9910763895003321 005 20231211172406.0 100 $a20231211d1988----u y0engy50 zz 101 0 $aeng 102 $aGB 105 $a 001cy 200 1 $aCoevolution of fungi with plants and animals$fedited by K. A. Pirozynski, D. L. Hawksworth 210 $aLondon [etc.]$cAcademic press$d1988 215 $aXII, 285 p.$cill.$d24 cm. 610 0 $aMicologia 676 $a589.20438$v20$zita 701 1$aHawksworth,$bDavid Leslie$0441324 701 1$aPirozynski,$bK. A.$01449063 801 0$aIT$bUNINA$gRICA$2UNIMARC 901 $aBK 912 $a9910763895003321 952 $aA PAT 113$b665/2023$fFAGBC 959 $aFAGBC 996 $aCoevolution of fungi with plants and animals$93645124 997 $aUNINA LEADER 02422oam 22004814a 450 001 9910794701103321 005 20231110225559.0 010 $a1-60917-667-7 035 $a(CKB)4100000011785035 035 $a(OCoLC)1240282341 035 $a(MdBmJHUP)muse97221 035 $a(MiAaPQ)EBC28445100 035 $a(Au-PeEL)EBL28445100 035 $a(EXLCZ)994100000011785035 100 $a20210302d2021 uy 0 101 0 $aeng 135 $aur|||||||nn|n 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBiophysical Models and Applications in Ecosystem Analysis 205 $a1st ed. 210 1$a[S.l.] :$cMICHIGAN STATE UNIV PRESS,$d2021. 210 4$dİ2021. 215 $a1 online resource (1 online resource) 225 1 $aEcosystem Science&Applications 311 $a1-61186-393-7 330 $a"The past five decades have witnessed a rapid growth of computer models for simulating ecosystem functions and dynamics. This has been fueled by the availability of remote sensing data, computation capability, and cross-disciplinary sciences. These models contain many sub-modules for simulating different processes and forcing mechanisms, albeit it has become challenging to truly understand the details due to their complexity. Most ecosystem models, fortunately, are rooted in a few core biophysical foundations, such as widely recognized Farquhar's model, Ball-Berry-Leuning-Medlyn family models, Penman-Monteith model, Priestley-Taylor Model, Machaelis-Menten kinetics, and others. After an introduction of biophysical essentials, four chapters present the core algorithms and their behaviors in modeling ecosystem production, respiration, evapotranspiration, and global warming potentials"--$cProvided by publisher. 410 0$aEcosystem Science&Applications 606 $aBiotic communities$xResearch$xMethodology 606 $aBiotic communities$xSimulation methods 606 $aEcology$xSimulation methods 615 0$aBiotic communities$xResearch$xMethodology. 615 0$aBiotic communities$xSimulation methods. 615 0$aEcology$xSimulation methods. 676 $a577.01/13 700 $aCHEN$b JIQUAN$01527323 801 0$bMdBmJHUP 801 1$bMdBmJHUP 906 $aBOOK 912 $a9910794701103321 996 $aBiophysical Models and Applications in Ecosystem Analysis$93787851 997 $aUNINA LEADER 06469nam 2200637 450 001 9910807098403321 005 20200520144314.0 010 $a1-119-16403-6 010 $a1-119-16402-8 035 $a(CKB)3710000000576661 035 $a(EBL)4353590 035 $a(SSID)ssj0001598782 035 $a(PQKBManifestationID)16300901 035 $a(PQKBTitleCode)TC0001598782 035 $a(PQKBWorkID)14887491 035 $a(PQKB)10463211 035 $a(PQKBManifestationID)16305680 035 $a(PQKB)21856715 035 $a(DLC) 2015044517 035 $a(Au-PeEL)EBL4353590 035 $a(CaPaEBR)ebr11152600 035 $a(CaONFJC)MIL890220 035 $a(OCoLC)929155575 035 $a(CaSebORM)9781119164005 035 $a(MiAaPQ)EBC4353590 035 $a(EXLCZ)993710000000576661 100 $a20160222h20162016 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aHey, Whipple, squeeze this $ethe classic guide to creating great ads /$fLuke Sullivan and Edward Boches 205 $aFifth edition. 210 1$aHoboken, New Jersey :$cWiley,$d2016. 210 4$dİ2016 215 $a1 online resource (451 p.) 300 $aRevised edition of the author's Hey Whipple squeeze this!, 2012. 311 $a1-119-16400-1 320 $aIncludes bibliographical references and index. 327 $aMachine generated contents note: Preface Introduction On Being The Second-Smartest Person in the Room. Chapter 1 A Brief History of Why Everybody Hates Advertising.: And why you should try to get a job there. Chapter 2: The Creative Process: Or "Why it's impossible to explain what we do to our parents." Chapter 3 Ready Fire! Aim: Or, What to say comes before how to say. Chapter 4 The Sudden Cessation of Stupidity.: How to get ideas - the broad strokes Chapter 5 Write When You Get Work: Completing an idea--some finer touches Chapter 6 The Virtues of Simplicity: Or, Why it's hard to pound in a nail sideways. Chapter 7 Stupid, Rong, Naughty, and Viral: Getting noticed, getting talked about. Working way out past the edge Chapter 8 Why is the Bad Guy Always More Interesting?: Storytelling, Conflict, and Platforms CHAPTER 9 Zen and The Art of Sale-Ends-Saturday: Or, Managing time, energy, and your creative mind. Chapter 10 Digital Isn't a Medium. It's a Way of Life: Ads, media, content, and customers - they've all gone digital. Chapter 11 Change The Mindset, Change The Brief, Change The Team: Digital work means the end of "us and them." Chapter 12 Why Pay for Attention When You Can Earn It?: Or, Advertising so interesting, people go out of their way to see it. Chapter 13 Social Media Is The New Creative Playground: It seems like a free-for-all, but there are some basic guidelines. Chapter 14 How Customers Become Customers in The Digital Age: Be findable, be present, be everywhere. Chapter 15 Surviving The Digital Tsunami: Or, How to be a one, not a zero. Chapter 16 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually Chapter 17 Radio Is Hell. But It's a Dry Heat: Some advice on working in a tough medium Chapter 18 Only the Good Die Young: The enemies of good ideas Chapter 19 Pecked to Death by Ducks: Presenting and protecting your work Chapter 20* A Good Book. Or a Crowbar: What it takes to get into the business Chapter 21 Making Shoes versus Making Shoe Commercials: Is this a great business, or what? Suggested Reading Notes Bibliography Acknowledgments Index . 330 $a"The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work"--$cProvided by publisher. 330 $a"Hey Whipple, Squeeze This: A Guide To Great Advertising is a classic bestseller in the field, and has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students of the craft now need additional information in order to ply their craft in the digital world. This new fifth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print and outdoor ads. Creativity is still king. The lessons about writing and art direction contained in four previous editions of Whipple are still relevant. But this new edition contains important new chapters and updates that bring Whipple firmly into the new digital world. This new edition is updated for the digital age to include new material, covering topics such as: - The Supreme Importance of Authenticity: Figuring out how to say it believably - The Virtues of Simplicity: Figuring out how to say it quickly - Why is the Bad Guy always more Interesting?: Leveraging conflict for faster idea building - Storytelling Platforms: Creating ideas that create ideas"--$cProvided by publisher. 606 $aAdvertising copy 615 0$aAdvertising copy. 676 $a659.13/2 686 $aBUS002000$2bisacsh 700 $aSullivan$b Luke $01626413 702 $aBoches$b Edward 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910807098403321 996 $aHey, Whipple, squeeze this$94116344 997 $aUNINA