(广告蓝宝书)The Little Blue Book of Advertising
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作者： Steve Lance等著
出 版 社： 上海蓝泉外文图书有限公司
出版时间： 2006-12-1字数：版次： 1页数： 270印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9781591841241包装： 精装内容简介
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 wold.
目录
Introduction
Point of View #1: Marketers and Creatives Don't Speak the Same Language
Point of View #2: Think Inside the Box 6
Point of View #3: You Can't Manage What You Don't Measure :
Section One: Know Your Customer, Know Your Brand
Tip 1: KnowWho 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 Ge
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 Togeth
……
Section Six: TV Commercials
Section Seven: Print Advertising
Section Eight: The Internet
Section Nine: Radio,Outdoor,and Direct Response
Section Ten; On the Set
Section Eleven: Bonus
