The Do-It-Yourself Lobotomy: Open Your Mind to Greater Creative Thinking

His degree Thinking TM , MPH Method, and othertechniques he employs in his creative consulting practice areeasy-to-use strategies for unleashing new ideas and facilitatingcreative product development, advertising, and marketing plans. This book has the added benefit of Monahan's experience of usingthese methods at A-list client companies.

Monahan is also aregular contributor to Communication Arts magazine. For moreinformation please visit www. It syncs automatically with your account and allows you to read online or offline wherever you are. Please follow the detailed Help center instructions to transfer the files to supported eReaders. Hey, Whipple, Squeeze This: 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.

Turn great ideas into successful campaignsWork effectively in all media channelsAvoid the kill shots that will sink any campaignProtect your workSucceed 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. The problem with most advertising isn't that it's bad. The problem is it's ordinary. And while it may be perfectly fine for many things to be ordinary, after all, most things are , it's not okay for advertising.

Because only extraordinary advertising attracts enormous attention, makes a firm connection with its audience and returns a value far in excess of the amount invested in it. So why isn't more advertising extraordinary? It's not because clients don't want it, or because there's a shortage of people who can do it. It's because too few people involved in the selection of advertising have had much training in how to do so.

Which is precisely what this book is meant to provide. Starting with the basic impediments to extraordinary advertising--like poor listening and even worse research--this book lays out the cardinal principles for getting to better than ordinary advertising. How to get a feel for what your audience wants to hear and know, not what you want to say. The critical role "truth" plays in all extraordinary advertising. And how to develop a strategy that creates an open field for original thinking instead of a box that constrains it. Using many instructive examples, and more than a few amusing anecdotes , this book covers traditional positioning and how to put it to use, along with a new and highly effective approach the author has dubbed "Zone" marketing.

Also included is a revealing look at "integrated marketing" and how disintegrated it largely remains. Some valuable insights into the semiotics of advertising communications, the role of new media, the impact of media killers such as DVRs and the like, and since no book on the subject of advertising would be complete without it, a very scrutinizing examination of that much talked about, but little understood concept: For anyone involved in the selection of advertising--new media or old--or anyone whose ultimate business success is to some degree, usually large driven by communications, this book will provide a straightforward, but highly untextbook-like guide to identifying, championing and understanding extraordinary advertising.

Which, at the end of the day to use a most ordinary, cliched term is the only kind worth investing in. A Short Course In Copywriting. You can learn to write compelling advertisements that will make people notice them, read them, and act upon them. In fact, you can learn to write such powerful advertisements that people actually go out and demand the product advertised and no other. How can you do this?

By using the same elements that have made top copywriters like Victor O. Schwab excel at their craft. How to Write a Good Advertisement is a short course in writing powerful, hard-hitting copy that can help you make your products and services irresistible to potential customers. Book added to the bookshelf Ok. Something went wrong and the book couldn't be added to the bookshelf.

Please try again later. Write a new comment. Read online the first chapters of this book! I want to read the book! Rainforest Home Remedies - The Learn about natural anti-itch salves for insect bites. Soothe and relieve envy, grief, sadness, and fear the Maya way. Rid your house of negative energy with a Maya cleansing ritual. Try the easy-to-make bronchitis remedy.

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What are their social, political and religious objectives? What are the obstacles that stand in the way of humanity fulfilling its divine potential and creating a Community of Gods? Only about twenty percent of the contemporary world is rational. The Enlightenment freed a group of intellectuals scientists and technologists in particular , but the vast majority of humanity remained stuck in the past.

Look at Third World countries and the Islamic nations to see what pre-Enlightenment humanity is like. The Second War of the Enlightenment is coming.

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You are called as a soldier to this most noble of undertakings. Sex positions to improve your Isabela Diniz 0 4 0 Do you want to try new positions in bed? This sexual position guide will help you in this task. Literary Miscellany - Everything Here are behind-the-book stories and facts about authors, publishing and everything literary that will entertain both casual and serious readers. Among the questions asked and answered: Or that even the biggest writers had to scrape by, with odd jobs and inventions like the Mark Twain Self-Pasting Scrapbook?

From epic poetry and Homer to pulp fiction and Harry Potter, Literary Miscellany is a breezy tour through the literature of today and yesterday, packed with enough interesting facts to entertain both the erudite professor and pleasure reader. Secrets of the Hidden Vessels Parts of the Nei Jing are fact based, parts are metaphorical and not intended to be interpreted literally, and other parts contain contradictory theories, which cannot all be true.

Added to this is the problem that Chinese medicine concepts can seem incomprehensible to Western readers anyway. The book also extensively analyses the Nei Jing theories on metabolism, organ function, physiology, and the five phase theory; and points out which aspects of these theories are fact based, which are metaphorical, and which are untrue.