(广告蓝宝书)The Little Blue Book of Advertising pdf snb 115盘 kindle 在线 下载 pmlz mobi

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.

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.