The Little Blue Book of Advertising: 52 Small Ideas That Can Make a

Overview

This 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 . A short, fun-to-read, practical book designed to be read quickly and referred to again and again, each of the book's 52 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 got-to-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.

Full Product Details

Author:   Steve Lance ,  Jeff Woll
Publisher:   Penguin Putnam Inc
Imprint:   Portfolio
Dimensions:   Width: 12.80cm , Height: 2.50cm , Length: 17.70cm
Weight:   0.345kg
ISBN:  

9781591841241

ISBN 10:   1591841240
Pages:   256
Publication Date:   27 July 2006
Audience:   General/trade ,  General
Format:   Hardback
Publisher's Status:   Unknown
Availability:   Available  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

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Author Information

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 20-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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