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Advertising for People Who Don't Like Advertising: Kesselskramer: BOOKS KINOKUNIYA
Book Details
Advertising for People Who Don't Like Advertising
Advertising for People Who Don't Like Advertising
Publisher : Laurence King Pub
Published Date : 2012/05
Binding : Hardcover
ISBN : 9781856698252

BookWeb Price : AED 130.00

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Language : English
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Book Description
Source: ENG
Academic Descriptors: A03803600
Place of Publication: Great Britain
Subject Development: Techniques
Academic Level: Undergraduate
Table of Contents
    01 Hello                                       8  (8)
    02 Fairy Tales for Trend Spotters              16 (8)
    03 Why Now (part 2)                            24 (6)
    04 A Brief History of Selling Stuff            30 (8)
    (According to Kessels Kramer)
    05 KesselsKramer (A Guide for Those Who've     38 (2)
    Never Heard of I's)
    06 Death to a Bunch of Other People            40 (12)
    07 The Triumph of Small                        52 (4)
    08 Small is Human                              56 (4)
    09 KesselsKramer is Wrong                      60 (4)
    10 KK Outlet                                   64 (4)
    11 Liberation Through DIY                      68 (8)
    12 Interview with Erik Kessels                 76 (20)
    13 Advertising from the Outside: Interview     96 (18)
    with Stefan Sagmeister
    14 Alex Bogusky's Remora on the Underbelly     114(18)
    of Capitalism
    15 Anthony Burrill in Pictures                 132(12)
    16 Hans Aarsman's History of the Present       144(16)
    17 Mark Fenske on Teaching Advertising like    160(18)
    18 Where Did All the Rebels Go? Interview      178(16)
    with Steve Henry
    19 The Laws of Creativity and How to Mess      194(36)
    With Them
    20 Goodbye                                     230

This is a book by a company that dislikes advertising as much as anyone. Nevertheless, it makes adverts. It has worked with global brands to produce fashion collections and promoted a town with a mass wedding. It creates advertising with more human, truthful communications. The company's name is KesselsKramer. This book describes how to make something you like out of something you don't. As well as drawing on its own experiences, KesselsKramer listens and learns from those who doubt the advertising industry. Stefan Sagmeister explains how quitting work makes you better at working; Hans Aarsman discusses authenticity in imagemaking; and, Alex Bogusky looks at ways to help capitalism grow up. "Advertising for People Who Don't Like Advertising" is partly a creative handbook and partly an attempt to make the world a very slightly better place. It's intended for anyone who has ever hated a web banner or zapped an ad break.Interdisciplinary Management of Lung Cancer Pre-operative Evaluation for Resection Surgical Therapy for Lung Cancer Post-surgical Evaluation Radiofrequency Ablation Chemotherapy for Lung Cancer Radiation Therapy for Lung Cancer Imaging following Radiation Therapy Evaluation of Therapeutic Response Imaging of Drug Toxicitymethods for specific and novel techniques.

Part ICellular Lipids by Nano-Electrospray Ionization Mass Spectrometry Cagakan Ozbalci, Timo Sachsenheimer, and Britta Brugger 2. Thin-Layer Chromatography of Phospholipids Rania M. Deranieh, Amit S. Joshi, and Miriam L. Greenberg 3. Analysis of Membrane Lipid Biogenesis Pathways Using Yeast Genetics Martina Gsell and Gunther Daum Part II: Analysis of Structure and Topology of Membrane Proteins 4. Using 2D Crystals to Analyze the Structure of Membrane Proteins Ian Collinson, Janet Vonck, and Dilem Hizlan 5. Crystallization of Membrane Proteins Florian G. Muller and C. Roy D. Lancaster 6. Molecular Dynamics Simulations of Membrane Proteins Kristyna Pluhackova, Tsjerk Wassenaar, and Rainer A. Bockmann 7. Site-Specific Fluorescent Probe Labeling of Mitochondrial Membrane Proteins Christine T. Schwall and Nathan N. Alder 8. Topology Determination of Untagged Membrane Proteins Iris Nasie, Sonia Steiner-Mordoch, and Shimon Schuldiner 9. self-assembling GFP: A Versatile Tool for Plant (Membrane) Protein Analyses Katharina Wiesemann, Lucia E. Gross, Manuel Sommer, Enrico Schleiff, and Maik S. Sommer Part III: Studying Protein-Protein and Protein-Lipids Interactions within Membranes 10. The Use of Cardiolipin-Containing Liposomes as a Model System to Study the Interaction Between Proteins and the Inner Mitochondrial Membrane Milit Marom and Abdussalam Azem 11. Analysis of the Interaction Between Membrane Proteins and Soluble Binding Partners by Surface Plasmon Resonance Zht Cheng Wu, Jeanine de Keyzer, Ilja Kusters, and Arnold J.M Driessen 12. Peptide Interaction with and Insertion into Membranes Ron Saar-Dover, Avraham Ashkenazi, and Yechiel Shai 13. Scanning Fluorescence Correlation Spectroscopy in Model Membrane Systems Joseph D. Unsay and Ana J. Garcia-Saez 14. Analyses of Protein-Protein Interactions by In Vivo Photocrosslinking in Budding Yeast Takuya Shiota, Shuh-ichi Nishikawa, and Toshiya Endo 15. Sedimentation Velocity Analytical Ultracentrifugation in Hydrogenated and Deuterated Solvents for the Characterization of Membrane Proteins Aline Le Roy, Hugues Nury, Benjamin Wiseman, Jonathan Sarwan, Jean-Michel Jault, and Christine Ebel 16. Membrane Partitioning and Translocation Studied by Isothermal Titration Calorimetry Carolyn Vargas, Johannes Klingler, and Sandro Keller Part IV: Membrane Biogenesis and Dynamics 17. Analyzing Membrane Dynamics with Live Cell Fluorescence Microscopy with a Focus on Yeast Mitochondria Dirk Scholz, Johannes Fortsch, Stefan Bockler, Till Klecker, and Benedikt Westermann 18. Analysis of Protein Translocation into the Endoplasmic Reticulum of Human Cells Johanna Dudek, Sven Lang, Stefan Schorr, Johannes Linxweiler, Markus Greiner, and Richard Zimmermann 19. An Assay to Monitor the Membrane Integration of Single-Span Proteins Katrin Krumpe and Doron Rapaport 20. Methods to Study the Biogenesis of Membrane Proteins in Yeast Mitochondria Daniel Weckbecker and Johannes M. Herrmann Part V: Functional Analysis of Membrane Proteins 21. Reconstitution of Mitochondrial Presequence Translocase into Proteoliposomes Martin van der Laan, Ralf M. Zerbes, and Chris van der Does 22. Single Channel Analysis of Membrane Proteins in Artificial Bilayer Membranes Philipp Bartsch, Anke Harsman, and Richard Wagner 23. Quantification of Protein Complexes by Blue Native Electrophoresis Juliana Heidler, Valentina Strecker, Florian Csintalan, Lea Bleier, and Ilka Wittig 24. Optimizing E. coli-Based Membrane Protein Production Using Lemo21(DE3) and GFP-Fusions Anna Hjelm, Susan Schlegel, Thomas Baumgarten, Mirjam Klepsch, David Wickstrom, David Drew, and Jan-Willem de Gier5.8.2.2 Excavation and Disposal 183 Soil Vapor Extraction 184 Bioventing 188 Air Sparging 188 Pump-and-Treat Systems 188 Bioremediation 194 In Situ Reaction Walls 195 In Situ Containment 195 Natural Attenuation 196 Problems 196 6 WATERSHEDS 203 6.1 Introduction 203 6.2 Urban Watersheds 203 6.2.1 Sources of Pollution 205 6.2.2 Fate and Transport Processes 208 Event Mean Concentration Model 208 Buildup--Wash-Off Models 213 6.2.3 Stormwater Control Measures 215 Source Control Measures 216 Hydrologic Modifi cations 216 Attenuation of Pollutants 219 Collection System Pollution Control 221 Detention--Retention Facilities 222 6.3 Agricultural Watersheds 224 6.3.1 Sources of Pollution 224 6.3.2 Fate and Transport Processes 226 Erosion 226 Soil Pollution 232 6.3.3 Best Management Practices 236 Cropping Practices 237 Integrated Pest Management 237 Nutrient Management 238 Terraces and Diversions 238 Critical Area Treatment 238 Sediment Basins and Detention--Retention Ponds 239 Animal Waste Storage and Treatment 239 Livestock Exclusion Fences 239 Filter Strips and Field Borders 239 Wetland Rehabilitation 239 Riparian Buffer Zones 240 Irrigation Water Management 240 Stream Bank Stabilization 240 Range and Pasture Management 240 6.4 Airsheds 240 Problems 241 7 LAKES AND RESERVOIRS 243 7.1 Introduction 243 7.2 Physical Processes 245 7.2.1 Circulation 245 7.2.2 Sedimentation 247 7.2.3 Light Penetration 248 7.3 Eutrophication 249 7.3.1 Biomass--Nutrient Relationships 250 7.3.2 Measures of Trophic State 252 7.3.3 Depth of Anoxia 255 7.4 Thermal Stratifi cation 255 7.4.1 Layer Characteristics 257 7.4.2 Gravity Circulation 257 7.4.3 Water-Quality Impacts 258 7.4.4 Measures of Mixing Potential 259 Richardson Number 259 Densimetric Froude Number 260 7.4.5 Artificial Destratification 260 7.5 Water-Quality Models 261 7.5.1 Zero-Dimensional (Completely Mixed) Model 261 Conservation of Mass Model 262 Conservation of Energy Model 265 7.5.2 One-Dimensional (Vertical) Models 266 Conservation of Mass Model 266 Conservation of Energy Model 268 Estimation of the Vertical Diffusion Coefficient 269 7.5.3 Two-Dimensional Models 272 Nearshore Mixing Models 272 7.6 Management and Restoration 275 7.6.1 Control of Eutrophication 275 Control of Point Sources 275 Control of Nonpoint Sources 275 Chemical Treatments for Phosphorus 275 Limitation of Internal Loading 276 Limitation of Algal Development 276 7.6.2 Control of DO Levels 277 Artificial Circulation 277 Water Fountains 278 Hypolimnetic Aeration 278 Oxygen Injection 278 Pump-and-Baffl e Aeration System 278 Snow Removal to Increase Light Penetration 278 7.6.3 Control of Acidity 279 7.6.4 Control of Aquatic Plants 280 Problems 282 8 WETLANDS 286 8.1 Introduction 286 8.2 Natural Wetlands 286 8.2.1 Classifi cation 287 Marshes 287 Swamps 287 Bogs 288 Fens 289 8.2.2 Delineation of Wetlands 289 Vegetation 289 Soils 290 Hydrology 291 8.2.3 Water Budget 291 Net Surface Water Inflow 292 Net Groundwater Inflow 292 Evapotranspiration 292 8.3 Constructed Treatment Wetlands 292 8.3.1 Classification 293 Free Water Surface Wetlands 294 Horizontal Subsurface Flow Wetlands 294 Vertical Flow Wetlands 295 8.3.2 Design of FWS Wetlands 295 Hydrology and Hydraulics 295 Performance-Based Sizing 300 Other Considerations 303 Problems 305 9 OCEANS AND ESTUARIES 307 9.1 Introduction 307 9.2 Ocean Outfall Discharges 307 9.2.1 Near-Field Mixing 311 Single Plumes 311 Line Plumes 316 Design Considerations 320 9.2.2 Far-Field Mixing 323 9.3 Estuaries 328 9.3.1 Classification of Estuaries 329 9.3.2 Water-Quality Issues 329 9.3.3 Salinity Distribution 330 9.3.4 Dissolved Oxygen: The Estuary Streeter--Phelps Model 331 9.3.5 Flow and Circulation 334 Flushing Time 335 Net Flow 336 Problems 337 10 ANALYSIS OF WATER-QUALITY MEASUREMENTS 340 10.1 Introduction 340 10.2 Probability Distributions 340 10.2.1 Properties of Probability Distributions 340 10.2.2 Mathematical Expectation and Moments 341 10.3 Fundamental Probability Distributions 342 10.3.1 Normal Distribution 342 10.3.2 Log-Normal Distribution 344 10.3.3 Uniform Distribution 345 10.4 Derived Probability Distributions 346 10.4.1 Chi-Square Distribution 346 10.4.2 Student's t Distribution 347 10.4.3 F Distribution 348 10.5 Estimation of Population Distribution from Sample Data 348 10.5.1 Sample Probability Distribution 349 10.5.2 Comparisons of Probability Distributions 350 The Chi-Square Test 350 Kolmogorov--Smirnov Test 351 10.6 Estimation of Parameters of Population Distribution 352 10.6.1 Method of Moments 352 10.6.2 Maximum Likelihood Method 354 10.6.3 Method of L-Moments 355 10.7 Probability Distributions of Sample Statistics 356 10.7.1 Mean 356 10.7.2 Variance 356 10.7.3 Coeffi cient of Skewness 357 10.7.4 Median 357 10.7.5 Coeffi cient of Variation 357 10.7.6 Useful Theorems 358 10.8 Confi dence Intervals 359 10.8.1 Mean 359 10.8.2 Variance 359 10.8.3 Variance Ratios 360 10.9 Hypothesis Testing 361 10.9.1 Mean 361 10.9.2 Variance 362 10.9.3 Population Differences 362 t-Test 362 Kruskal--Wallis Test 363 10.9.4 Normality 364 Shapiro--Wilk Test 364 Shapiro--Francia Test 365 Data Transformations to Achieve Normality 366 10.9.5 Trends 366 Mann--Kendall Test 366 Sen's Slope Estimator 367 10.10 Relationships between Variables 368 10.10.1 Correlation 368 10.10.2 Regression Analysis 369 Confi dence Limits of Predictions 371 Coeffi cient of Determination 372 10.11 Functions of Random Variables 372 10.11.1 Addition and Subtraction 372 10.11.2 Multiplication 373 10.11.3 Division 374 10.11.4 Other Functions 375 10.12 Kriging 375 10.12.1 The Stationary Case 376 10.12.2 The Intrinsic Case 379 Problems 382 11 MODELING OF WATER QUALITY 387 11.1 Introduction 387 11.2 Code Selection 388 11.3 Calibration 388 11.3.1 Sensitivity Analysis 390 11.3.2 Performance Analysis 391 Error Statistics 392 Modified Error Statistics 394 Coefficient of Determination 395 Model Efficiency 395 Index of Agreement 397 Hydrologic Measures 397 Selection of Performance Measures 397 11.3.3 Parameter Estimation 398 Multiobjective Optimization 399 Bayesian Approaches 399 Generalized Likelihood Uncertainty Estimation 400 Other Methods 401 11.4 Validation 401 11.5 Simulation 402 11.6 Uncertainty Analysis 402 11.6.1 Bayesian and GLUE Analyses 402 11.6.2 Monte Carlo Analysis 403 11.6.3 Analytical Probability Models 403 11.6.4 First-Order Uncertainty Analysis 404 A UNITS AND CONVERSION FACTORS 406 A.1 Units 406 A.2 Conversion Factors 408 B FLUID PROPERTIES 409 B.1 Water 409 B.2 Organic Compounds Found in Water 409 C STATISTICAL TABLES 411 C.1 Areas under the Standard Normal Curve 411 C.2 Critical Values of the t Distribution 413 C.3 Critical Values of the Chi-Square Distribution 413 C.4 Critical Values of the F Distribution (alpha = 0.05) 414 C.5 Critical Values for the Kolmogorov--Smirnov Test Statistic 416 D SPECIAL FUNCTIONS 417 D.1 Error Function 417 D.2 Bessel Functions 417 D.2.1 Defi nition 417 D.2.2 Evaluation of Bessel Functions 418 D.2.2.1 Bessel Function of the First Kind of Order n 418 D.2.2.2 Bessel Function of the Second Kind of Order n 418 D.2.2.3 Modified Bessel Function of the First Kind of Order n 418 D.2.2.4 Modified Bessel Function of the Second Kind of Order n 418 D.2.2.5 Tabulated Values of Useful Bessel Functions 419 D.3 Gamma Function 420 D.4 Exponential Integral 421 BIBLIOGRAPHY 422 INDEX 442from NSCLC Molecular Genetic Study of NSCLC with Brain Metastasis Gefitinib Response of Brain Metastases from NSCLC REFERENCES PART III PROSTATE CANCER 3.1. PROSTATE CARCINOMA M.A. Hayat INTRODUCTION Prostate Specific Antigen REFERENCES 3.2. THE ROLE OF INTERMEDIARY METABOLISM AND MOLECULAR GENETICS IN PROSTATE CANCER Renty B. Franklin and Leslie C. Costello INTRODUCTION CITRATE PRODUCTION AND THE HUMAN PROSTATE GLAND CITRATE METABOLISM IN NORMAL PROSTATE EPITHELIAL CELLS M-ACONITASE AND ZINC IN CITRATE PRODUCTION GLUCOSE UTILIZATION FOR NET CITRATE PRODUCTION ASPARTATE AS THE SOURCE OF OXALACETATE FOR CITRATE PRODUCTION THE BIOENERGETICS OF NET CITRATE PRODUCTION THE CITRATE RELATIONSHIP IN PROSTATE CANCER THE GENETIC/METABOLIC CONCEPT OF PROSTATE CANCER ZINC: A TUMOR SUPPRESSOR IN PROSTATE CANCER? ZIP1: A TUMOR SUPPRESSOR GENE IN PROSTATE CANCER? CITRATE METABOLISM AND DE NOVO LIPOGENESIS THE CONCEPT OF "METABOLIC" GENES CLINICAL APPLICATION OF PROSTATE CANCER METABOLISM ACKNOWLEDGEMENT REFERENCES 3.3. ARRAY-BASED COMPARATIVE GENOMIC HYBRIDIZATION IN PROSTATE CANCER: RESEARCH AND CLINICAL APPLICATIONS Franclim R. Ribeiro, Rolf I. Skotheim, Rui Henrique, and Manuel R. Teixeira INTRODUCTION METHODOLOGY Platforms and Techniques Scoring Approaches and Common Pitfalls TECHNICAL LIMITATIONS OF PROSTATE CANCER SAMPLING GENOMIC DATA ON PROSTATE CANCER Genomic Hotspots in Prostate Cancer Recurrent Copy Number Gains and Candidate Oncogenes Recurrent Copy Number Losses and Putative Tumor Suppressor Genes FUSION GENES - NEWLY DISCOVERED PARTNERS Complementary Technologies CONCLUSIONS AND FUTURE PERSPECTIVES REFERENCES 3.4. PROSTATE CANCER: ROLE OF Vav3 OVEREXPRESSION IN DEVELOPMENT AND PROGRESSION Shan Lu INTRODUCTION MULTIPLE FUNCTIONS OF VAV FAMILY PROTEINS Vav3 is overexpressed in human prostate cancer and stimulates growth of prostate cancer cells Vav3 overexpression enhances androgen receptor transactivation activity potential impact of Vav3 on nongenomic androgen receptor activity Vav3 signaling in prostate cancer role of Vav3 in prostate cancer biology REFERENCES 3.5. PROSTATE CANCER: DETECTION AND MONITORING USING MITOCHONDRIAL MUTATIONS AS A BIOMARKER Gabriel.D. Dakubo, Ryan L. Parr, and John P. Jakupciak INTRODUCTION MITOCHONDRIAL GENETICS MITOCHONDRIAL BIOENERGETICS MITOCHONDRIAL ONCOLOGY UNIQUE PROSTATE EPITHELIAL CELL METABOLISM MITOCHONDRIAL DNA MUTATIONS IN PROSTATE CANCER SAMPLE PREPARATION FOR MITOCHONDRIAL DNA MUTATION ANALYSIS IN PROSTATE CANCER ANALYSIS OF MITOCHONDRIAL DNA POINT MUTATIONS IN PROSTATE CANCER Microarray Resequencing of Mitochondrial DNA Denaturing High-Performance Liquid Chromatography Pyrosequencing Other Emerging Sequencing Technologies REAL TIME POLYMERASE CHAIN REACTION ANALYSIS OF MITOCHONDRIAL DNA IN PROSTATE CANCER QUALITY ASSURANCE ISSUES TO BE CONSIDERED IN MITOCHONDRIAL DNA ANALYSIS REFRENCES 3.6. PROGNOSTIC MARKERS IN PROSTATE CARCINOMA Sonia L. El-Sharkawy, Naglaa F. Abbas, and Nadia G. EL-Hefnawy INTRODUCTION MATERIAL AND METHODS Routine Histopathological Evaluation Immunohistochemistry DNA Content Analysis (Feulgen Staining) AgNORs Scoring of Silver Staining RESULTS AND DISCUSSION REFERENCES 3.7. PROSTATE CANCER: DETECTION OF FREE TUMOR-SPECIFIC DNA IN BLOOD AND BONE MARROW Heidi Schwarzenbach and Klaus Pantel INTRODUCTION Genetics and Epigenetics of prostate tumors Limitations of using tumor tissues for genetic and Epigenetic analyses History of the detectiNG circulating DNA in blood Elevated levels of cell-free nucleic acids in prostate cancer patients Plasma-based Microsatellite analysIs Plasma-based single nucleotide polymorphism analysIs PCR-based fluorescence microsatellite And SNP technique using Blood and Bone marrow DNA Limitations of the blood-based LOH analysis Technical Considerations of the plasma-based analyses Plasma-based Epigenetic analysIs DNA Methylation Analysis by the Sodium Bisulfite technique REFERENCES 3.8. PROSTATE CARCINOMA: EVALUATION USING TRANSRECTAL SONOGRAPHY Ahmet T. Turgut and Vikram S. Dogra INTRODUCTION PROSTATE CANCER DIAGNOSIS ASSESSMENT OF PROSTATE CANCER USING TRANSRECTAL ULTRASONOGRAPHY Ultrasonography Anatomy Sonographic Anatomy Techniques GRAY SCALE ULTRASOUND COLOR DOPPLER ULTRASOUND POWER DOPPLER ULTRASOUND CONTRAST-ENHANCED ULTRASOUND IMAGING ELASTOGRAPHY TRANSRECTAL ULTRASOUND-GUIDED PROSTATE BIOPSY REPEAT BIOPSIES COMPLICATIONS PAIN OR DISCOMFORT ANESTHESIA THERAPEUTIC APPLICATIONS OF TRANSRECTAL ULTRASOUND FOR PROSTATE CANCER TRANSRECTAL ULTRASOUND TO EVALUATE LOCAL RECURRENCE AFTER REDICAL PROSTATECTOMY REFERENCES 3.9. PROSTATE CANCER: 16ss-(18F) FLUORO-5a-DIHYDROTESTERONE WHOLE-BODY POSITRON EMISSION TOMOGRAPHY Pat Zanzonico INTRODUCTION POTENTIAL ROLE OF ANDROGEN-RECEPTOR IMAGING IN PROSTATE CANCER POSITRON EMISSION TOMOGRAPHY PRECLINICAL STUDIES OF ANDROGEN RECEPTOR RADIOGRAPHS CLINICAL STUDIES OF 16ss - [18F] FLUORO-5a-DIHYDROTESTERONE RADIATION DOSIMETRY OF 16ss - [18F] FLUORO-5a- DIHYDROTESTERONE REFERENCES 3.10. EFFECTS OF STANDARD TREATMENTS ON THE IMMUNE RESPONSE TO PROSTATE CANCER Nancy J. Nesslinger, Howard H. Pai, Charles M. Ludgate, and Brad H. Nelson INTRODUCTION METHODOLOGY Western Blotting Assay Materials for Cell Culture Materials for Protein Lysate Preparation and Quantification Materials for Western Blotting Assay Protocol for Cell Culture, Protein Lysate Preparation and Quantification Protocol for Western Blotting SEREX Screening Materials for cDNA Library Construction Materials for SEREX Screening Protocol for cDNA Library Construction Protocol for Pre-clearing Serum Samples Protocol for SEREX Screening Protocol for Analyzing SEREX Antigen Arrays Protocol for Purifying Phage Clones RESULTS AND DISCUSSION REFERENCES 3.11. VINORELBINE, DOXORUBICIN, AND PREDNISONE IN HORMONE REFRACTORY PROSTATE CANCER Samer Kalakish and Frank M. Torti INTRODUCTION ELIGIBILITY TREATMENT PLAN EVALUATION STATISTICAL ANALYSIS RESULTS DISCUSSION REFERENCES 3.12. LOCALLY ADVANCED PROSTATE CANCER- BIOCHEMICAL RECURRENCE AFTER RADIOTHERAPY: USE OF CYCLIC ANDROGEN WITHDRAWAL THERAPY Juanita Crook