9781591841241

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

by ;
  • ISBN13:

    9781591841241

  • ISBN10:

    1591841240

  • Format: Hardcover
  • Copyright: 7/6/2006
  • Publisher: Portfolio Hardcover

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $19.95 Save up to $18.95
  • Rent Book $6.98
    Add to Cart Free Shipping

    TERM
    PRICE
    DUE
    HURRY! ONLY 1 COPY IN STOCK AT THIS PRICE

Supplemental Materials

What is included with this book?

  • The Used and Rental copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

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: bull; bull;#3 Read what your customer reads, watch what she watches bull;#10 Quality is the absence of nonquality signals bull;#15 Sell the benefit, the advantage, and the feature - in that order bull;#19 Get the no-bodies out of your approval process bull;#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.

Author Biography

Steve Lance and Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano & 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 & Mather Partners in New York. Both authors have won numerous industry awards.

Table of Contents

Introduction xi
Point of View #1: Marketers and Creatives Don't Speak the Same Language 1(5)
Point of View #2: Think Inside the Box 6 (4)
Point of View #3: You Can't Manage What You Don't Measure 10(9)
Section One: Know Your Customer, Know Your Brand
Tip 1: Know Who Your Customers Are
19(9)
Tip 2: Live and Die by the 80/20 Rule
28 (4)
Tip 3: Read What Your Customer Reads, Watch What She Watches
32(3)
Tip 4: Know Your Brand Image
35 (7)
Tip 5: Be an Expert on the Benefits of Your Product or Service
42(5)
Tip 6: Do You Know the Brand History?
47(5)
Tip 7: Does Everyone Know the Competitive History?
52(7)
Section Two: What's Your Objective?
Tip 8: Know Where You Want to Take the Brand
59 (7)
Tip 9: Map a Clear Route of How You'll Take Your Brand to the Destination
66(4)
Tip 10: Quality Is the Absence of Non-Quality Signals
70(7)
Section Three: Where Do You Want to Go?
Tip 11: Do Quantitative Research
77(5)
Tip 12: Never Give the Gun to the Dog
82(1)
Tip 13: Don't Make Focus Groups Your Creative Director
83(8)
Section Four: A Great Advertising Strategy Is the Hidden Gem
Tip 14: "My Company's Great! My Products Are Terrific!" Besides You, Who Cares?
91(4)
Tip 15: Sell the Benefit, the Advantage, and the Feature in That Order
95 (3)
Tip 16: Separate Your Brand from the Competition
98(4)
Tip 17: Make Sure All Your Advertising Speaks with One Voice
102(7)
Section Five: The Creative Director-the Creative Process
Tip 18: Guide and Manage, Don't Design and Write
109(6)
Tip 19: Get the "No-Bodies" Out of Your Approval Process
115(4)
Tip 20: Walk the Halls
119(3)
Tip 21: Share Information
122(3)
Tip 22: Partner with the Research Department They'll Lead You to the Consumer Every Time
125(6)
Tip 23: Make Friends with a Media Planner
131(2)
Tip 24: Become an Expert on the Consumer
133(2)
Tip 25: Monthly Luncheon Learning Sessions
135(3)
Tip 26: Watch Videos and Go to the Movies Together
138(2)
Tip 27: Underpromise and Overdeliver
140(2)
Tip 28: Know What Your Suppliers Are Talking About
142(2)
Tip 29: Learn New Tricks
144(9)
Section Six: TV Commercials
Tip 30: Shit, My Hair's on Fire!
153(3)
Tip 31: Don't Forget the Benefit
156(7)
Tip 32: Tell 'em, Sell 'em, and Tell 'em Again
163(3)
Tip 33: Tell 'em Who Told 'em
166 (2)
Tip 34: The Younger the Audience, the More Cuts You Can Use
168 (2)
Tip 35: Create Advertising That Gets Talked About or Used in Everyday Conversation
170(7)
Section Seven: Print Advertising
Tip 36: Don't Hide Your Brand Name
177(3)
Tip 37: Talk to Your Customers in Their Own Language
180(4)
Tip 38: Put a Benefit in the Headline
184(3)
Tip 39: White Space Is Valuable
187(2)
Tip 40: Long Copy Can Sell
189(4)
Tip 41: Know When and How to Scream SALE!
193(8)
Section Eight: The Internet
Tip 42: Make the Navigation to Your Selling Page As Easy As Possible
201(4)
lip 43: Blogs—Still Lots of Learning to Be Done
205(8)
Section Nine: Radio, Outdoor, and Direct Response
Tip 44: Radio: Tell a Story
213(4)
Tip 45: Outdoor: Make It Simple, Big, and Memorable
217(6)
Tip 46: Direct Response: Get the List Right
223 (3)
Tip 47: Test Different Offers Against the Benchmark One Variable at a Time
226(7)
Section Ten: On the Set
Tip 48: Never Leave the Set Until the Shooting Board Has Been Covered
233(5)
Tip 49: Let the People You Hired Do Their Jobs
238(5)
Tip 50: Allow for the Possibility of Magic
243(7)
Tip 51: Leave an Open Mike to the Voice-over Talent
250 (5)
Tip 52: Don't Leave Issues to be Solved in the Editing Room
255(8)
Section Eleven: Bonus
Tip 53: Have Fun
263

Rewards Program

Write a Review