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The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference
You have found The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference
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You Are Here: Books About Antiques > Blue Books > Item 403 of 480
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$19.95 |
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| Our Price: |
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$13.57
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Available from Amazon
Price Last Updated : 7-30-2008
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Features
Hardcover: 288 pages
Publisher: Portfolio Hardcover July 6, 2006
Language: English
ISBN-10: 1591841240
ISBN-13: 978-1591841241
Product Dimensions:
7.1 x 4.9 x 1.2 inches
Shipping Weight: 12 ounces
Jerry Della Femina
Filled with those 'Why didn't I think of that?' truths that make it a must-read for everyone working in advertising.
Product Description
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 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.
Reader Reviews
The authors are obviously battle-scarred veterans of the big agency ad wars. Every sentence of this how-to guide oozes with common sense and experience. Their tips range from the prosaic to the provocative: for example, they suggest Underpromise and Overdeliver (duh!); and at the other extreme, Quality Is the Absence of Non-Quality Signals (huh?). Still, I can't fault the authors for stating the obvious, because in the real world, the obvious is what companies neglect to do, over and over and over. In fact, the obvious, paying attention to tried-and-true methods, thinking inside the box, is one of their major themes. Some others: 1. Your brand is BY FAR your most valuable asset. 2. You can't manage what you can't measure. 3. Marketing, creative, and research must work together to create great advertising. 4. Stress benefits (sounds easy, but rarely done). Beyond its value as a guide for advertisers, the book will help any executive in any department who wants to improve his management skills. The authors focus on leading and building teams, handling personalities, navigating corporate politics, and executing projects. Nice job!
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The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference
by Steve Lance and Jeff Woll
List Price: $19.95
Available from Amazon
Price: $13.57
on 7-30-2008
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