22 irrefutable laws of advertising and when to violate them /
Newman, Michael,
22 irrefutable laws of advertising and when to violate them / Twenty two irrefutable laws of advertising and when to violate them Twenty-two irrefutable laws of advertising and when to violate them Michael Newman. - xxviii, 266 pages : illustrations ; 23 cm
Includes index.
Introduction The Rules of Engagement -- The Lawgivers -- The Law of Simplicity / The Law of Positioning / The Law of Consistency / The Law of Selling / The Law of Emotion / The Law of Love / The Law of Experience / The Law of Relevance / The Law of Humor / The Law of Disruption / The Law of Jump / The Law of Fascination / The Law of Irreverence / The Law of Taste / The Law of Topicality / The Law of the Silver Elephant / The Law of the Chat / The Law of Nice / The Lore of Negativity / The Law of Execution / The Law of Evolution / The Outlaw / The Law of Deadlines -- The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits). Marcello Serpa -- Al Ries -- Ian Batey -- Dave Trott -- John Shaw -- Kevin Roberts -- Kash Sree -- Anne Bologna -- James Lowther -- Jean-Marie Dru -- Sebastian Turner -- Reg Bryson -- Jim Aitchison -- Allen Rosenshine -- Michael Newman -- Graham Warsop -- Neil French -- Jamie Barrett -- Jack Vaughan -- Mike O'sullivan -- David Lubars -- MT Rainey -- 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. Appendix 1. Appendix 2.
"This is a guide through the uncertain future of advertising, with a star chart of luminaries to show the way. It examines the underlying principles and the living bones that shape the most successful body of work being done in the world of ideas today."--Publisher description.
0470821868 9780470821862
2007279466
Advertising.
Sales promotion
HF5823 / .N448 2006
659.1
22 irrefutable laws of advertising and when to violate them / Twenty two irrefutable laws of advertising and when to violate them Twenty-two irrefutable laws of advertising and when to violate them Michael Newman. - xxviii, 266 pages : illustrations ; 23 cm
Includes index.
Introduction The Rules of Engagement -- The Lawgivers -- The Law of Simplicity / The Law of Positioning / The Law of Consistency / The Law of Selling / The Law of Emotion / The Law of Love / The Law of Experience / The Law of Relevance / The Law of Humor / The Law of Disruption / The Law of Jump / The Law of Fascination / The Law of Irreverence / The Law of Taste / The Law of Topicality / The Law of the Silver Elephant / The Law of the Chat / The Law of Nice / The Lore of Negativity / The Law of Execution / The Law of Evolution / The Outlaw / The Law of Deadlines -- The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits). Marcello Serpa -- Al Ries -- Ian Batey -- Dave Trott -- John Shaw -- Kevin Roberts -- Kash Sree -- Anne Bologna -- James Lowther -- Jean-Marie Dru -- Sebastian Turner -- Reg Bryson -- Jim Aitchison -- Allen Rosenshine -- Michael Newman -- Graham Warsop -- Neil French -- Jamie Barrett -- Jack Vaughan -- Mike O'sullivan -- David Lubars -- MT Rainey -- 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. Appendix 1. Appendix 2.
"This is a guide through the uncertain future of advertising, with a star chart of luminaries to show the way. It examines the underlying principles and the living bones that shape the most successful body of work being done in the world of ideas today."--Publisher description.
0470821868 9780470821862
2007279466
Advertising.
Sales promotion
HF5823 / .N448 2006
659.1