The Little Blue Book of Advertising
(Sprache: Englisch)
These days, the fundamentals of advertising that truly build great brands are overlooked. However, this is a short, fun-to-read and practical book to redress the balance. Each of the 52 ideas relate to day-to-day problems, with real examples, then provides...
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Klappentext zu „The Little Blue Book of Advertising “
These days, the fundamentals of advertising that truly build great brands are overlooked. However, this is a short, fun-to-read and practical book to redress the balance. Each of the 52 ideas relate to day-to-day problems, with real examples, then provides an innovative, sometimes blunt, solution. Just as Jeffrey Gitomer's hugely successful The Little Red Book of Selling became the must-have resource for salespeople, Lance and Woll have written the perfect handbook for what does and what doesn't work in today's advertising world.
Inhaltsverzeichnis zu „The Little Blue Book of Advertising “
The Little Blue Book of Advertising Introduction Point of View No. 1:
Marketers and Creatives Don't Speak the Same Language
Point of View No. 2:
Think Inside the Box
Point of View No. 3:
You Can't Manage What You Don't Measure
Section One: Know Your Customer, Know Your Brand
Tip 1: Know Who Your Customers Are
Tip 2: Live and Die by the 80/20 Rule
Tip 3: Read What Your Customer Reads, Watch What She Watches
Tip 4: Know Your Brand Image
Tip 5: Be an Expert on the Benefits of Your Product or Service
Tip 6: Do You Know the Brand History?
Tip 7: Does Everyone Know the Competitive History?
Section Two: What's Your Objective?
Tip 8: Know Where You Want to Take the Brand
Tip 9: Map a Clear Route of How You'll Take Your Brand to the Destination
Tip 10: Quality Is the Absence of Non-Quality Signals
Section Three: Where Do You Want to Go?
Tip 11: Do Quantitative Research
Tip 12: Never Give the Gun to the Dog
Tip 13: Don't Make Focus Groups Your Creative Director
Section Four: A Great Advertising Strategy Is the Hidden Gem ...
Bibliographische Angaben
- Autor: Steve Lance
- 2006, 256 Seiten, Maße: 17,7 cm, Gebunden, Englisch
- Verlag: Penguin US
- ISBN-10: 1591841240
- ISBN-13: 9781591841241
Sprache:
Englisch
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