(广告蓝宝书)The Little Blue Book of Advertising
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内容提要：
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. 作者简介：
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.
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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: 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 |