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

Lance, Steve; Woll, Jeff

 
9781591841241: The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference
Couverture rigide
ISBN 10 : 1591841240 ISBN 13 : 9781591841241
Editeur : Portfolio, 2006

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Portfolio
Date d'édition
2006
Langue
anglais
ISBN 10 
1591841240
ISBN 13 
9781591841241
Reliure
Relié
Nombre de pages
288
Coordonnées du fabricant
non disponible
Personne responsable
M.E.G Cards & Gifts
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