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The Little blue book of advertising: fifty-two small ideas that can make a big difference

Author: Lance, Steve ; Woll, JeffPublisher: Portfolio, 2006.Language: EnglishDescription: 270 p. : Ill. ; 19 cm.ISBN: 159184424XType of document: Book
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5821 .L36 2006
(Browse shelf)
Available 001191570
Total holds: 0


The Little Blue Book of Advertising Fifty-Two Small Ideas that Can Make a Big Difference Contents Introduction xi Point of View #1: Marketers and Creatives Don't Speak the Same Language 1 Point of View #2: Think Inside the Box 6 Point of View #3: You Can't Manage What You Don't Measure 10 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 59 66 19 28 32 35 42 47 52 CONTENTS Tip 10: Quality Is the Absence of Non-Quality Signals 70 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 77 82 83 Section Four: A Great Advertising Strategy Is the Hidden Gem Tip 14: "My Company's Great! My Products Are Terrific!" Besides You, Who Cares? Tip 15: Sell the Benefit, the Advantage, and the Feature in That Order Tip 16: Separate Your Brand from the Competition Tip 17: Make Sure All Your Advertising Speaks with One Voice 91 95 98 102 Section Five: The Creative Director--the Creative Process Tip 18: Guide and Manage, Don't Design and Write Tip 19: Get the "No-Bodies" Out of Your Approval Process Tip 20: Walk the Halls Tip 21: Share Information Tip 22: Partner with the Research Department They'll Lead You to the Consumer Every Time Tip 23: Make Friends with a Media Planner Tip 24: Become an Expert on the Consumer Tip 25: Monthly Luncheon Learning Sessions Tip 26: Watch Videos and Go to the Movies Together 109 115 119 122 125 131 133 135 138 CONTENTS Tip 27: Underpromise and Overdeliver Tip 28: Know What Your Suppliers Are Talking About Tip 29: Learn New Tricks Section Six: TV Commercials Tip 30: Shit, My Hair's on Fire! Tip 31: Don't Forget the Benefit Tip 32: Tell 'em, Sell 'em, and Tell 'em Again Tip 33: Tell 'em Who Told 'em Tip 34: The Younger the Audience, the More Cuts You Can Use Tip 35: Create Advertising That Gets Talked About or Used in Everyday Conversation Section Seven: Print Advertising Tip 36: Don't Hide Your Brand Name Tip 37: Talk to Your Customers in Their Own Language Tip 38: Put a Benefit in the Headline Tip 39: White Space Is Valuable Tip 40: Long Copy Can Sell Tip 41: Know When and How to Scream SALE! Section Eight: The Internet Tip 42: Make the Navigation to Your Selling Page As Easy As Possible Tip 43: Blogs--Still Lots of Learning to Be Done 140 142 144 153 156 163 166 168 170 177 180 184 187 189 193 201 205 CONTENTS Section Nine: Radio, Outdoor, and Direct Response Tip 44: Radio: Tell a Story Tip 45: Outdoor: Make It Simple, Big, and Memorable Tip 46: Direct Response: Get the List Right Tip 47: Test Different Offers Against the Benchmark One Variable at a Time 213 217 223 226 Section Ten: On the Set Tip 48: Never Leave the Set Until the Shooting Board Has Been Covered Tip 49: Let the People You Hired Do Their Jobs Tip 50: Allow for the Possibility of Magic Tip 51: Leave an Open Mike to the Voice-over Talent Tip 52: Don't Leave Issues to be Solved in the Editing Room 233 238 243 250 255 Section Eleven: Bonus Tip 53: Have Fun 263

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