Brochures play a significant role in governmental public information provision. Every year many brochures are distributed to inform, instruct or persuade people. These brochures may benefit from a systematic design process, including applied research such as pretesting. Among communication professionals, the importance of pretesting is practically undisputed. Readers from the target audience are assumed to provide valuable insights into whether a document really works. Organizations therefore increasingly try to include a pretest in the design process of important documents. Various pretest methods have been developed and are being used in practice. However, little is known yet about the merits and restrictions of the available approaches. This book provides a framework for scholarly research into pretesting, and presents a series of studies into the validity of one particular pretest instrument: a combination of the plus-minus method and a semi-structured questionnaire. This is one of the prevailing pretest approaches in the Dutch public information sector. The validity of the pretest instrument is assessed in two complementary ways. First, the question is addressed as to whether a revision on the basis of pretest results actually leads to an improvement in the functional quality of brochures. Second, a study is presented in which text and subject-matter experts judge the importance of pretest results. The pretest instrument appears to yield a large amount and a great variety of reader feedback, which in a subsequent revision may contribute to significant improvements in the effectiveness of brochures.
Master the latest marketing tools and trends Marketing strategies are evolving faster than ever before, and mastering the latest and greatest strategies are essential to getting results. This updated edition of the classic marketing bestseller includes new and revised material, with full coverage of the latest marketing trends and how to effectively apply them to your business. Whether it's boosting your baseline marketing skills, figuring out social media, developing a comprehensive Internet marketing strategy, or getting expert tips on effective local marketing techniques, Marketing for Dummies, 4th Edition has everything you need in one easy-to-use and accessible guide. Effective marketing is about knowing your customers and giving them what they want, when they want it. The latest marketing research tells us that every customer interaction is an opportunity to grow your business and your bottom line, which is why you need a results-oriented marketing plan. With this updated, practical, and savvy guide to marketing strategies that work, you can apply the skills you already have more efficiently than ever before Marketing For Dummies, 4th Edition gives you the structure and practical advice you need to get the most out of every marketing initiative and, ultimately, grow your business. Maximize the lifetime value of your customers Connect web marketing strategies to real world traffic and sales Implement local sourcing to boost local and regional marketing initiatives Focus your online marketing strategy to target only qualified buyers Before you waste any more time with ineffective and potentially costly marketing missteps, let Marketing For Dummies, 4th Edition establish viable marketing strategies that will help your business succeed.
The fourth edition of Marketing for Tourism provides an introduction to the general theory of marketing and its application in the various sectors of the travel and tourism industry. This leading text has been fully revised and updated to take account of recent changes within this dynamic and fast-moving sector. A number of in-depth case studies compliment a strong pedagogical structure throughout the book, including learning objectives, illustrations, examples, end-of-chapter questions and issues for discussion. Clearly laid out and accessibly written, the book is ideal for students taking modules on Marketing for Tourism within undergraduate degrees in Tourism, Marketing and Business Studies. It is also suitable for postgraduate, professional and conversion courses in Tourism.
Issues in Global, Public, Community, and Institutional Health: 2011 Edition is a ScholarlyEditions™ eBook that delivers timely, authoritative, and comprehensive information about Global, Public, Community, and Institutional Health. The editors have built Issues in Global, Public, Community, and Institutional Health: 2011 Edition on the vast information databases of ScholarlyNews.™ You can expect the information about Global, Public, Community, and Institutional Health in this eBook to be deeper than what you can access anywhere else, as well as consistently reliable, authoritative, informed, and relevant. The content of Issues in Global, Public, Community, and Institutional Health: 2011 Edition has been produced by the world’s leading scientists, engineers, analysts, research institutions, and companies. All of the content is from peer-reviewed sources, and all of it is written, assembled, and edited by the editors at ScholarlyEditions™ and available exclusively from us. You now have a source you can cite with authority, confidence, and credibility. More information is available at http://www.ScholarlyEditions.com/.
Public opinion had roots in the nineteenth century with the develop ment of industrialization. What is this public? It is the mass of individuals who comprise a society or a nation; this mass in turn is divided into many groups, which have their own interests, prejudices, and beliefs. A govern ment, whether democratic or not, is well aware of the power of public opinion and is anxious to measure and shape it. All three branches of government may direct and educate public thinking, using the instru ments of propaganda. Propaganda is any idea and action designed to influence the views and actions of others. Today's means of propaganda are books, newspapers, radio, movies, television, public schools, and lastly the rostrum. Molders of opinion believe that words, sounds, and pictures accomplish little unless they are carefully organized and inte grated into a well-conceived plan. Once this is accomplished, the ideas 1 conveyed by the words will become part of the people themselves. Special techniques, such as the employment of fear and the play on prejudices, have been used quite succesfully by modern states to impose their own dogmas and policies. Because the social scientist has been aware of the study of public opinion, he may have concluded that it was a modern innovation; but governments have always been concerned with public opinion, though not always understanding it, and have attempted to influence it.
Updated with fresh examples, the latest techniques and trends, new success stories, and fresh, practical marketing habits for today’s aspiring guerrillas, this new edition provides marketers with the latest guerrilla marketing tools and tactics. In just 30 chapters and 30 days, famous marketers Jay Conrad Levinson and Al Lautenslager show eager entrepreneurs how to zero in on their marketing goals and maximize their profits. New marketers learn from updated real-life examples and success stories and proven fundamental concepts, and use daily exercises to take their marketing to the next level — ultimately increasing profits, cutting costs, and gaining new customers. Topics detailed in this new edition include proximity marketing, thought leadership, integration of online and offline marketing, speaking and events, direct email, personalization, and implementation. With every step, Levinson and Lautenslager provide thorough action plans to help aspiring guerrillas stay on track, leaving no excuse for anything but success.
Multilingual encounters have been commonplace in many types of institutions, and have become an essential part of supranational institutions such as the EU since their inception. This volume explores and discusses different ways of researching the discursive dimension of these encounters, and critically examines their relevance to policy, politics and society as a whole. This includes institutions at the local, regional and supranational level. Multilingualism in institutions is currently often seen as an obstacle rather than an opportunity, at least with respect to European public and private spheres. The volume asks: - exactly how is multilingualism conceptualized and talked about in different institutions? - how do different institutions 'deal' with multilingualism, both internally and externally? - what are the policy making rules and challenges for the future for various institutions with respect to multilingualism?