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More copies of this ISBNThe Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Differenceby Steve Lance
Synopses & ReviewsPublisher Comments: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:
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. Synopsis:This new bible for creating more powerful advertising is a short, fun-to-read, practical book that features 52 ideas that relate to day-to-day problems in the advertising realm. Each idea provides real examples and an innovative, sometimes blunt, solution to the problem. About the AuthorSteve Lance and Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano and 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 and 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 and 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 and Mather Partners in New York. Both authors have won numerous industry awards. Table of ContentsThe Little Blue Book of Advertising Introduction Point of View #1: Marketers and Creatives Don't Speak the Same Language Point of View #2: Think Inside the Box Point of View #3: You Can't Manage What You Don't Measure Section One: Know Your Customer, Know Your Brand Tip 1: Know Who Your Customers Are Tip 2: Live and Die by the 80/20 Rule Tip 3: Read What Your Customer Reads, Watch What She Watches Tip 4: Know Your Brand Image Tip 5: Be an Expert on the Benefits of Your Product or Service Tip 6: Do You Know the Brand History? Tip 7: Does Everyone Know the Competitive History? Section Two: What's Your Objective? Tip 8: Know Where You Want to Take the Brand Tip 9: Map a Clear Route of How You'll Take Your Brand to the Destination Tip 10: Quality Is the Absence of Non-Quality Signals Section Three: Where Do You Want to Go? Tip 11: Do Quantitative Research Tip 12: Never Give the Gun to the Dog Tip 13: Don't Make Focus Groups Your Creative Director Section Four: A Great Advertising Strategy Is the Hidden Gem Tip 14: "My Company's Great! My Products Are Terrific!" Besides You, Who Cares? Tip 15: Sell the Benefit, the Advantage, and the Feature—in That Order Tip 16: Separate Your Brand from the Competition Tip 17: Make Sure All Your Advertising Speaks with One Voice Section Five: The Creative Director—the Creative Process Tip 18: Guide and Manage, Don't Design and Write Tip 19: Get the "No-Bodies" Out of Your Approval Process Tip 20: Walk the Halls Tip 21: Share Information Tip 22: Partner with the Research Department—They'll Lead You to the Consumer Every Time Tip 23: Make Friends with a Media Planner Tip 24: Become an Expert on the Consumer Tip 25: Monthly Luncheon Learning Sessions Tip 26: Watch Videos and Go to the Movies Together Tip 27: Underpromise and Overdeliver Tip 28: Know What Your Suppliers Are Talking About Tip 29: Learn New Tricks Section Six: TV Commercials Tip 30: Shit, My Hair's on Fire! Tip 31: Don't Forget the Benefit Tip 32: Tell 'em, Sell 'em, and Tell 'em Again Tip 33: Tell 'em Who Told 'em Tip 34: The Younger the Audience, the More Cuts You Can Use Tip 35: Create Advertising That Gets Talked About or Used in Everyday Conversation Section Seven: Print Advertising Tip 36: Don't Hide Your Brand Name Tip 37: Talk to Your Customers in Their Own Language Tip 38: Put a Benefit in the Headline Tip 39: White Space Is Valuable Tip 40: Long Copy Can Sell Tip 41: Know When and How to Scream SALE! Section Eight: The Internet Tip 42: Make the Navigation to Your Selling Page As Easy As Possible Tip 43: Blogs—Still Lots of Learning to Be Done Section Nine: Radio, Outdoor, and Direct Response Tip 44: Radio: Tell a Story Tip 45: Outdoor: Make It Simple, Big and Memorable Tip 46: Direct Response: Get the List Right Tip 47: Test Different Offers Against the Benchmark—One Variable at a Time Section Ten: On the Set Tip 48: Never Leave the Set Until the Shooting Board Has Been Covered Tip 49: Let the People You Hired Do Their Jobs Tip 50: Allow for the Possibility of Magic Tip 51: Leave an Open Mike to the Voice-over Talent Tip 52: Don't Leave Issues to be Solved in the Editing Room Section Eleven: Bonus Tip 53: Have Fun What Our Readers Are SayingBe the first to add a comment for a chance to win!Product Details
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