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Creative leaps: 10 lessons in effective advertising inspired by Saatchi and Saatchi

Author: Newman, Michael Publisher: Wiley, 2003.Language: EnglishDescription: 402 p. : Photos ; 23 cm. includes CD-ROM / DVDISBN: 9780470820834Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5813 .N49 2003
(Browse shelf)
Available 900189941
Total holds: 0

Includes index


CONTENTS Creative Leaps Creative Leaps FOREWORD Jack Vaughan ACKNOWLEDGMENTS INTRODUCTION: Saatchi and Saatchi? They don't work here anymore I PART ONE: GETTING TO GREAT CHAPTER I Where do we begin? A little behind the 8-ball Nobody looks at advertising on purpose Many companies would rather know they're exactly wrong than approximately right Don't tell me about your manure, tell me about my flowers 21 24 28 33 CHAPTER 2 Acbtung, baby! (Lesson I: Simplici@ Sharp ideas don't stay that way for long Does that look like an ad to you? There are only two kinds of advertising and invisible 3 CHAPTER A brief word USP? SMP? ESP? For original answers, ask original questions OW! (Lesson 2: One word) Oh, what a word The power of a 4 letter word 43 44 52 57 great 65 79 83 94 103 CHAPTER 4 How do your customers look? Reduce the elements or reduce the effectiveness (Lesson 3: Write visuals) The Attention Priority System Write visuals (Lesson 3: Write visuals) CHAPTER 5 Emotional rescue A person buying ordinary products in a supermarket is in touch with his deepest emotions The charm stick Heart. Felt. Advice to clients The good oil on Olay The dreamtime society (Lesson 4: Sell stories, not spiels) Sell stories and you sell Landcruisers Last week's lecturer told us that long-copy ads were dead This ain't brain surgery, but it is the latest neuroscience It's hard to be warm in a cold-hearted business No culture that values order above all else will be creative Bad advertising costs the same as good advertising PART TWO: IDEAS MACHINERY CHAPTER 7 Aim to be famous (Lesson 5: Be an ideas evangelist) Fame can be a real bugger They've got it: infamy A highland war cry A quantum leap Launching with a detonator Topical and Tactical (T'nT) (Lesson 6: Lkht a detonator; use Th'T) CHAPTER 8 Laughing all the way to the bank What's so funny? (Lesson 7: Wit invites participation) Laugh and death The funny thing about radio 9 CHAPTER Don't waste money on advertising; invest in property The Camry story from scratch (Lesson 8 Property builds wealth) : Retail without product Eating the compktition for breakfast Playing politics CHAPTER 10 Thinking outside the media square (Lesson 9: Ideas biger than ad$ Is there still time for lunch? Dream job Ideas are like apples, easier to grow than to build Cannes or can't Kaizan (Lesson 10: Continual improvement) APPENDIX What does "CD" stand for, anyway? I: 2: APPENDIX Hiring ideas people APPENDIX The new business bitch 3:

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