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The little blue book of advertising : fifty-two small ideas that can make a big difference / Steve Lance and Jeff Woll.

By: Contributor(s): Material type: TextTextPublisher: New York : Portfolio, 2006Description: xvii, 270 pages : illustrations ; 19 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1591841240
  • 9781591841241
Subject(s): DDC classification:
  • 659.1 22
LOC classification:
  • HF5823 .L19 2006
Contents:
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 -- Sect. 1. Know your customer, know your brand -- Sect. 2. What's your objective? -- Sect. 3. Where do you want to go? -- Sect. 4. A great advertising strategy is the hidden gem -- Sect. 5. The creative director - the creative process -- Sect. 6. TV commercials -- Sect. 7. Print advertising -- Sect. 8. The Internet -- Sect. 9. Radio, outdoor, and direct response -- Sect. 10. On the set -- Sect. 11. Bonus.
Summary: A concise guide designed for quick reading and easy reference addresses fifty-two everyday business problems with straightforward strategies, from paying attention to customer habits to knowing how and when to launch a sale.
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Includes index.

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 -- Sect. 1. Know your customer, know your brand -- Sect. 2. What's your objective? -- Sect. 3. Where do you want to go? -- Sect. 4. A great advertising strategy is the hidden gem -- Sect. 5. The creative director - the creative process -- Sect. 6. TV commercials -- Sect. 7. Print advertising -- Sect. 8. The Internet -- Sect. 9. Radio, outdoor, and direct response -- Sect. 10. On the set -- Sect. 11. Bonus.

A concise guide designed for quick reading and easy reference addresses fifty-two everyday business problems with straightforward strategies, from paying attention to customer habits to knowing how and when to launch a sale.

Machine converted from AACR2 source record.

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