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 | |||||
|
19 | (9) | |||
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28 | (4) | |||
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32 | (3) | |||
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35 | (7) | |||
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42 | (5) | |||
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47 | (5) | |||
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52 | (7) | |||
Section Two: What's Your Objective? | |||||
|
59 | (7) | |||
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66 | (4) | |||
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70 | (7) | |||
Section Three: Where Do You Want to Go? | |||||
|
77 | (5) | |||
|
82 | (1) | |||
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83 | (8) | |||
Section Four: A Great Advertising Strategy Is the Hidden Gem | |||||
|
91 | (4) | |||
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95 | (3) | |||
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98 | (4) | |||
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102 | (7) | |||
Section Five: The Creative Director-the Creative Process | |||||
|
109 | (6) | |||
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115 | (4) | |||
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119 | (3) | |||
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122 | (3) | |||
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125 | (6) | |||
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131 | (2) | |||
|
133 | (2) | |||
|
135 | (3) | |||
|
138 | (2) | |||
|
140 | (2) | |||
|
142 | (2) | |||
|
144 | (9) | |||
Section Six: TV Commercials | |||||
|
153 | (3) | |||
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156 | (7) | |||
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163 | (3) | |||
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166 | (2) | |||
|
168 | (2) | |||
|
170 | (7) | |||
Section Seven: Print Advertising | |||||
|
177 | (3) | |||
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180 | (4) | |||
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184 | (3) | |||
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187 | (2) | |||
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189 | (4) | |||
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193 | (8) | |||
Section Eight: The Internet | |||||
|
201 | (4) | |||
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205 | (8) | |||
Section Nine: Radio, Outdoor, and Direct Response | |||||
|
213 | (4) | |||
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217 | (6) | |||
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223 | (3) | |||
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226 | (7) | |||
Section Ten: On the Set | |||||
|
233 | (5) | |||
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238 | (5) | |||
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243 | (7) | |||
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250 | (5) | |||
|
255 | (8) | |||
Section Eleven: Bonus | |||||
|
263 |
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