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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 ...
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.
|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|
Posted March 2, 2009
Posted June 18, 2008
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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted December 2, 2006
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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted July 24, 2006
'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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted July 24, 2006
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 NoThank you for your feedback. Report this reviewThank you, this review has been flagged.