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

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The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference Pub. Date: 7/6/2006 Publisher: Penguin Group (USA) Incorporated

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Advertising

Overview

All of you know some of this. Some of you know all of this. All of us forget some of this most of the time. It’s mostly a helluva lot of common sense. But as Steve’s seventh grade math teacher used to tell him, ‘Common sense isn’t so common.

Today everyone’s groping around for processes and answers. They’re turning to new gurus and the latest paradigm-shift marketing book in the hope that they’ll find quick, easy answers.

This isn’t one of those books.

It’s the compilation of years of know-how that form a foundation on which you can build a lasting brand, an advertising campaign that works (regardless of your audience), and promotions that produce effective results.

These principles worked for advertisers and marketers one hundred years ago, fifty years ago, ten years ago, and last week. They’ll work for you next week, too no matter how much the world keeps changing.

Designed to be read quickly and referred to again and again, this is a toolbox of back-to-basics ideas that will help break creative logjams, settle disagreements with clients, and sharpen, focus, and generally improve any ad campaign. The Little Blue Book of Advertising offers relief, consolation, and sanity when the people around you might be losing their minds. For instance:

#3 Read what your customer reads; watch what she watches.
#10 Quality is the absence of non-quality signals.
#19 Get the no-bodies out of your approval process.
#34 The younger the audience, the more cuts you can use.
#40 Long copy can sell.

Find out what a big difference The Little Blue Book of Advertising can make for you.

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: 9781591841241
Publisher: Penguin Group (USA) Incorporated
Publication date: 7/6/2006
Pages: 288
Sales rank: 832,571
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 creative director of Della Femina, Travisano, Sherman & Olkenand and creative director of NBC. Woll is a twenty-year veteran of Ogilvy Worldwide, including stints as COO of its Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.

	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

Customer Reviews

Average Rating 4

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tommy74

Posted March 2, 2009

not very good

not very good
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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.
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