The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference

( 6 )

Overview

These days, the fundamentals of advertising that truly build great brands are often overlooked. But Steve Lance and Jeff Woll are leading a back-to-what-works movement with The Little Blue Book of Advertising.

This is a short, fun-to-read, practical book designed to be read quickly and referred to again and again. Each of their fifty-two ideas relates to day-to-day problems with real examples, then provides an innovative, sometimes blunt solution. For instance:

  • #3 Read what ...
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The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference

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Overview

These days, the fundamentals of advertising that truly build great brands are often overlooked. But Steve Lance and Jeff Woll are leading a back-to-what-works movement with The Little Blue Book of Advertising.

This is a short, fun-to-read, practical book designed to be read quickly and referred to again and again. Each of their fifty-two ideas relates to day-to-day problems with real examples, then provides an innovative, sometimes blunt solution. For instance:

  • #3 Read what your customer reads, watch what she watches
  • #10 Quality is the absence of nonquality signals
  • #15 Sell the benefit, the advantage, and the feature—in that order
  • #19 Get the no-bodies out of your approval process
  • #41 Know when and how to scream “sale”

Just as Jeffrey Gitomer’s hugely successful The Little Red Book of Selling became the gotta-have resource for salespeople, Steve Lance and Jeff Woll have written the perfect handbook for what does and doesn’t work in today’s advertising world.

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Editorial Reviews

Soundview Executive Book Summaries
Lance and Woll, partners at creative resource group Unconventional Wisdom, have come together to provide an entertaining and practical handbook about what does and does not work in the present advertising world. The two provide 52 ideas for everyday issues using real examples followed by an original solution, and then close their book with a bonus idea—which might be the real gem of the book. Copyright © 2006 Soundview Executive Book Summaries
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Product Details

  • ISBN-13: 9781591841241
  • Publisher: Penguin Group (USA) Incorporated
  • Publication date: 7/6/2006
  • Pages: 288
  • Sales rank: 539,048
  • Product dimensions: 5.20 (w) x 7.34 (h) x 1.11 (d)

Meet the Author

Steve Lance and Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano & Partners and creative director of NBC. Woll was a twenty-year veteran of OgilvyWorldwide, including stints as COO of their Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.

Jeff Woll and Steve Lance are partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano & Partners and creative director of NBC. Woll was a twenty-year veteran of OgilvyWorldwide, including stints as COO of their Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.

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Table of Contents

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
Sect. 1 Know your customer, know your brand
Sect. 2 What's your objective?
Sect. 3 Where do you want to go?
Sect. 4 A great advertising strategy is the hidden gem
Sect. 5 The creative director - the creative process
Sect. 6 TV commercials
Sect. 7 Print advertising
Sect. 8 The Internet
Sect. 9 Radio, outdoor, and direct response
Sect. 10 On the set
Sect. 11 Bonus
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Customer Reviews

Average Rating 4
( 6 )
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Sort by: Showing all of 6 Customer Reviews
  • Anonymous

    Posted April 1, 2014

    Excellent book. It's not for juniors, it's moreso for senior-lev

    Excellent book. It's not for juniors, it's moreso for senior-level people such as Creative Directors. The advice is real and works wonders.

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  • Posted March 2, 2009

    not very good

    not very good

    0 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 18, 2008

    Wonderful refresher

    In this advertising how-to guide, ad agency partners Steve Lance and Jeff Woll advocate using tried-and-true marketing methods and, more important than doing things differently, doing them right. And, they do things quite right. Their text is a wonderful refresher for those already in marketing, advertising and promotion, and it is also a general introduction for anyone entering these fields. Lance and Woll use humor and down-to-earth good sense when dispensing advice on advertising basics: defining your brand, knowing your audience, conducting research, differentiating your product and creating effective advertising for a variety of mediums. While the book is repetitive and choppy at times, and the pithy copy is sometimes simplistic, the message is loud and clear. If the authors¿ experience has taught them anything (and between them, they have more than six decades worth), it¿s that executing the fundamentals better than your competition will make you and your company successful every time. That¿s why getAbstract suggests that you get comfortable inside the box, as you curl up with this handy manual.

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  • Anonymous

    Posted December 2, 2006

    Advertising's Present

    No matter how often you have been told to think outside the box, I stress (after three decades as a creative) that there¿s a lot still inside the box. In fact, our box is positively stuffed with great ideas `cause a huge number of creative people have been stuffing the damn thing for years and years. Each year, colleagues and clients have urged me to read the latest book about the ¿new marketing,¿ a long line of them from Marketing Warfare to Crossing the Chasm to The Tipping Point. I started way back with Antony Jay¿s books, Management & Machiavelli (1968) and Corporation Man (1971). I still think Corporation Man is one of the best books ever written about corporate life. I have to agree with Steve Lance and Jeff Woll in their new work, The Little Blue Book of Advertising: ¿¿there¿s no such thing at new marketing.¿ They point out there are four basic questions you can ask, if you¿d just step back and think about your creative or marketing challenge. ¿What are we doing?¿ ¿How are we doing it?¿ ¿Why are we doing it?¿ and ¿How do we know if it¿s working.¿ The answers to these foundation questions are already inside the box: hundreds or even thousands of creative ideas, concepts, promotions and programs that have been thought up and produced since small-type ads for fresh fish appeared in Colonial American newspapers. Think of what¿s inside the box as Advertising¿s evergreen present to you ¿ and your career¿s future.

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  • Anonymous

    Posted July 24, 2006

    Creativity and Results

    'The Little Blue Book of Adveritsing' isn't about advertising theory it's about maximizing advertising creativity and results. It's a must read no matter how much or how little you spend on advertising.

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  • Anonymous

    Posted July 24, 2006

    Tips and truisms for students--and veterans--of advertising.

    This handy little book is filled with a lifetime of experience all boiled down into a highly readable set of tips and truisms. Someone new to advertising will find a gold-mine in here and someone who's been in the business will be re-focused on the essentials of creating great advertising.

    Was this review helpful? Yes  No   Report this review
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