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

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

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by Steve Lance
     
 

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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

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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

Product Details

ISBN-13:
9781101216279
Publisher:
Penguin Publishing Group
Publication date:
07/06/2006
Sold by:
Penguin Group
Format:
NOOK Book
Pages:
288
File size:
1 MB
Age Range:
18 Years

What People are saying about this

Jerry Della Femina
Filled with those 'Why didn't I think of that?' truths that make it a must-read for everyone working in advertising.

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&Partnersand 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&Partnersand 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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Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference 4 out of 5 based on 0 ratings. 6 reviews.
Anonymous More than 1 year ago
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.
Guest More than 1 year ago
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.
Guest More than 1 year ago
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.
Guest More than 1 year ago
'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.
Guest More than 1 year ago
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.
tommy74 More than 1 year ago
not very good