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(广告蓝宝书)The Little Blue Book of Advertising书籍详细信息
- ISBN：9781591841241
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2006-12
- 页数：288
- 价格：75.70
- 纸张：胶版纸
- 装帧：精装
- 开本：暂无开本
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
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.
书籍目录：
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
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书籍介绍
The new bible for creating more powerful advertising 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 featureain that order #19 Get the no-bodies out of your approval process #41 Know when and how to scream asalea Just as Jeffrey Gitomeras 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 doesnat work in todayas advertising world.
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情感共鸣：8分
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