Points out that understanding the buyer's perspective is critical to developing effective marketing materials. Discusses how to determine the buying concerns that are relevant to customers and products and how to organize good marketing writing. (SR)

Discusses how advertisers use information (i.e., how they organize and present words) and suggests similarities with educators who try to attract attention, impart information, and foster retention of that information. Positioning in marketing is explained; and educational implications are discussed, including focusing on the audience and studying…

Discusses nonfiction series for young adults; presents results of a survey of librarians who evaluated various series; presents criteria for evaluating nonfiction series, including readability, organization, format, timeliness, and length; and considers characteristics of the top 10 series, including marketing and audience. (LRW)