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EAN-139780922077304   EAN-13 barcode 9780922077304
Product NameThe New Rules Of Marketing & Pr: How To Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, And Viral Marketing To Reach Buyers Directly
LanguageEnglish
CategoryBook / Magazine / Publication
Short DescriptionHeight:0 inches / Length:0 inches / Weight:1.23 pounds / Width:0 inches
Amazon.comA Buy on Amazon ~ 1118488768
Price New6.95 US Dollars    (curriencies)
Price Used2.00 US Dollars    (curriencies)
Width1.3 inches    (convert)
Height9 inches    (convert)
Length6 inches    (convert)
Weight19.68 ounces    (convert)
AuthorDavid Meerman Scott
Page Count464
BindingPaperback
Published07/01/2013
FeaturesUsed Book in Good Condition
Long DescriptionThe benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success   The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns.  Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you.  Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies. The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.
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Article of interest

Barcodes are a graphical representation of information that can be easily read by machines. People read text easy enough but machines find this to be too complex so we use barcodes to simplify the process.

Barcodes can store numbers, letters and all the special characters. What can be stored in the barcode depends on which type of barcode is being used. But the basics of how a barcode works is the same regardless of what type of code it is, what information is stored in the barcode or what type of scanner is being used.

barcode scanIt all starts with the scan. The scanner, regardless of which type you are using, will examine the barcode image. The lines (or blocks in the case of 2D barcodes) will either reflect or absorb light. When we look at the barcode, we tend to see the dark stripes and think of those as the important parts. Those are the parts that absorb the light and the white parts reflect the light. So the scanners tend to see the barcodes in reverse of how we think of them. But the dark and light portions of the code on their own don't automatically become the information stored in the code. In most cases, it is the relative placement and size of each dark and light stripe (or block) that make up the information. There are also special markers that help the scanner know which direction the barcode is facing when it is scanned. This allows the scanning process to work even if the barcode is upside down when it is scanned. The scanner simply processes the scanned data in reverse in this case.

barcode oscolloscopeTaking a look at an oscolloscope screen as a scanner passes over barcode, you can see that the stripes reflect back light and the scanner registers the changes as high and low levels. So what looks like a simple image is really a rather complex set of layered encryption to store the data. The encryption isn't done to hide the information in this case. Instead it is done to make it easy for the machine to read the information. Since the base language of machines is binary (1 and 0) it is easy for them to read this type of information even if it takes several steps to turn this back into something that people can understand.

binaryThe size of each high and low are combined to make binary data. A series of 1 (one) and 0 (zero) values which are strung together then decoded into the actual information. Up to this point, the process is the same for all barcodes regardless of how they are stored. Getting the lines or dots into binary is the easy part for the machine. The next step is to make this binary code into something useful to people. That step depends on  which type of barcode is being scanned. Each type of barcode has its own encoding methode. Just like human languages, what seems to be two similar words (or barcodes in this case) could actually be two very different values even though they have the same basic letters (or bars).

So you can see that the scanning devices need to know not only how to turn the bars or dots into binary, but after they have done that they need to know how to turn that binary string into the original information. But regardless of the encoding process the basic steps are the same. Process the light and dark areas, convert them to binary, decode the binary, pass the information on to the receiving device which is normally a computer program of some sort.

Once the decoded data reaches the computer program, there is no telling how the information is to be used. The grocery store will use the information to keep track of the products you purchased as you go through the register. A manufacturer will use the code to identify where they are storing their parts. And shipping companies use the codes to keep track of the packages they are delivering.

Now that you know a little about the mechanical portion of the process, take some time to learn about the different types of barcode scanners and the different ways the information can be encoded into barcodes.

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