The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference by Steve Lance, Jeff Woll

Product Details

Synopsis

All of you know some of this. Some of you know all of this. All of us forget some of this most of the time. It’s mostly a helluva lot of common sense. But as Steve’s seventh grade math teacher used to tell him, ‘Common sense isn’t so common.

Today everyone’s groping around for processes and answers. They’re turning to new gurus and the latest paradigm-shift marketing book in the hope that they’ll find quick, easy answers.

This isn’t one of those books.

It’s the compilation of years of know-how that form a foundation on which you can build a lasting brand, an advertising campaign that works (regardless of your audience), and promotions that produce effective results.

These principles worked for advertisers and marketers one hundred years ago, fifty years ago, ten years ago, and last week. They’ll work for you next week, too no matter how much the world keeps changing.

Designed to be read quickly and referred to again and again, this is a toolbox of back-to-basics ideas that will help break creative logjams, settle disagreements with clients, and sharpen, focus, and generally improve any ad campaign. The Little Blue Book of Advertising offers relief, consolation, and sanity when the people around you might be losing their minds. For instance:

#3 Read what your customer reads; watch what she watches.
#10 Quality is the absence of non-quality signals.
#19 Get the no-bodies out of your approval process.
#34 The younger the audience, the more cuts you can use.
#40 Long copy can sell.

Find out what a big difference The Little Blue Book of Advertising can make for you.

Soundview Executive Book Summaries

Lance and Woll, partners at creative resource group Unconventional Wisdom, have come together to provide an entertaining and practical handbook about what does and does not work in the present advertising world. The two provide 52 ideas for everyday issues using real examples followed by an original solution, and then close their book with a bonus idea—which might be the real gem of the book. Copyright © 2006 Soundview Executive Book Summaries

Biography

Steve Lance and Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly creative director of Della Femina, Travisano, Sherman & Olkenand and creative director of NBC. Woll is a twenty-year veteran of Ogilvy Worldwide, including stints as COO of its Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.