The Little Blue Book of Advertising

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The Little Blue Book of Advertising by Steve Lance and Jeff Woll
Ebook $14.99

Jul 06, 2006 | 288 Pages

  • Ebook $14.99

    Jul 06, 2006 | 288 Pages

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Table Of Contents

The Little Blue Book of AdvertisingIntroduction

Point of View #1:
Marketers and Creatives Don’t Speak the Same Language

Point of View #2:
Think Inside the Box

Point of View #3:
You Can’t Manage What You Don’t Measure

Section One: Know Your Customer, Know Your Brand

Tip 1: Know Who 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 Gem

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 Together
Tip 27: Underpromise and Overdeliver
Tip 28: Know What Your Suppliers Are Talking About
Tip 29: Learn New Tricks

Section Six: TV Commercials

Tip 30: Shit, My Hair’s on Fire!
Tip 31: Don’t Forget the Benefit
Tip 32: Tell ’em, Sell ’em, and Tell ’em Again
Tip 33: Tell ’em Who Told ’em
Tip 34: The Younger the Audience, the More Cuts You Can Use
Tip 35: Create Advertising That Gets Talked About or Used in Everyday Conversation

Section Seven: Print Advertising

Tip 36: Don’t Hide Your Brand Name
Tip 37: Talk to Your Customers in Their Own Language
Tip 38: Put a Benefit in the Headline
Tip 39: White Space Is Valuable
Tip 40: Long Copy Can Sell
Tip 41: Know When and How to Scream SALE!

Section Eight: The Internet

Tip 42: Make the Navigation to Your Selling Page As Easy As Possible
Tip 43: Blogs—Still Lots of Learning to Be Done

Section Nine: Radio, Outdoor, and Direct Response

Tip 44: Radio: Tell a Story
Tip 45: Outdoor: Make It Simple, Big and Memorable
Tip 46: Direct Response: Get the List Right
Tip 47: Test Different Offers Against the Benchmark—One Variable at a Time

Section Ten: On the Set

Tip 48: Never Leave the Set Until the Shooting Board Has Been Covered
Tip 49: Let the People You Hired Do Their Jobs
Tip 50: Allow for the Possibility of Magic
Tip 51: Leave an Open Mike to the Voice-over Talent
Tip 52: Don’t Leave Issues to be Solved in the Editing Room

Section Eleven: Bonus

Tip 53: Have Fun

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