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Guerrilla Marketing’s Greatest Hits—Updated, Adapted, Remastered… The only book to deliver The Best of Guerrilla Marketing—a combination of the latest secrets, strategies, tactics, and tools from more than 35 top-selling Guerrilla Marketing books—updated for a new generation. ”When they write the history of marketing thought, Jay doesn’t get a page… he gets his own chapter.”—Seth Godin, author of Poke the Box “This book is the culmination of Guerrilla Marketing’s huge footprint on the marketing landscape.
This celebrated New York Times bestseller – now poised to reach an even wider audience in paperback – is a book that is changing the way Americans think about selling products and disseminating ideas.
Covers everything from essential marketing principles and techniques to the latest methods and trendsWant to sharpen your marketing skills to promote your products and services? Whether you’re introducing a new product or jumpstarting your existing marketing plans, Marketing For Dummies, 3rd Edition, helps you get a handle on such basic marketing concepts as the four P’s-product, pricing, positioning, and placement – and boost your sales with innovative new approaches. Packed with over 25 percent new and revised material, this practical, savvy, guide shows you how to treat every aspect of interacting with customers-including customer service and the product itself – as an opportunity to grow the organization.
THE #1 HACK FOR SMARTER MARKETING
We all want new answers and new solutions for the very real and pressing challenges that our organizations face. New things to point to and talk about, new ways of working and new ways of thinking that might just be better than the old ways.
But rather than this endless search for a brilliant and novel solution, why don′t you just copy something that s worked before?
Mark Earls, leading expert in marketing and consumer behaviour, quashes the stigma around copying, and shows that it can help us to rethink how we go about solving problems.
It’s Not How Good You Are, It’s How Good You Want to Be is a handbook of how to succeed in the world: a pocket bible for the talented and timid alike to help make the unthinkable thinkable and the impossible possible. The world’s top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes, and creativity – all endeavours that can be applied to aspects of modern life. This uplifting and humorous little book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom – all packed into easy-to-digest, bite-sized spreads.
by Chamber of Commerce of the United States of America , Language: English
Small Business Marketing Strategies All In One For Dummies, in conjunction with the U.S. Chamber of Commerce, will provide all the strategies a small business owner would need to generate high-impact campaigns that result in growth and revenue. It will cover developing and evaluating your marketing needs, setting your goals, branding your message, getting your campaign started, using online and social media marketing, incorporating tried-and-true marketing methods, and measuring your results.
A bestselling author and advertising veteran shares a life’s lessons from the ad trade.
Dave Marinaccio, cofounder and the creative director of LMO Advertising, is a veteran of the industry who, as a young man starting out, studied stand-up at Second City in Chicago. He later wrote an international bestseller, All I Really Need to Know I Learned from Watching Star Trek. His equally entertaining new book takes us inside the world of advertising, offering stories and observations from his three decades at some of America’s best-known agencies, working with clients from Pizza Hut to the Holocaust Museum.
In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising “went professional.” In The Rise of Advertising in the United States: A History of Innovation to 1960, Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America’s first class of professional marketers. This entrepreneurial class of new white-collar professionals thrived on innovation in the quest for more publicity, larger clients, and greater sales.
Telekommunikations- und Medienmärkte sind in heftiger Bewegung. Digitalisierung, Konvergenz und neue Technologien verändern traditionelle Geschäftsgrundlagen: Zutritt neuer Wettbewerber, neuartige Geschäftsmodelle, neue Formen der strategischen Fokussierung, branchenübergreifende Vernetzung.
Don′t miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated–media advertising for brands, organizations, and causes that encompasses brand–building through engagement, community building, added value, and entertainment.
For far too long, emotions have been ignored in favor of rationality and efficiency. Breakthroughs in brain science have revealed that people are primarily emotional decision-makers. Many companies have not yet accepted that fact, ignoring emotion in favor of rationality and efficiency. Even fewer have acted on it.Emotionomics looks at emotions in terms of business opportunities, both in the marketplace and in the workplace. In today’s highly competitive marketplace where many products look alike, a product’s emotional benefit can make the difference.
With the knowledge of a seasoned business consultant and the warmth and wit of a natural storyteller, the Wizard will help you to:• multiply the effectiveness of your advertising• understand the tug-of-war between intellect and emotion• plant a mental trigger in the mind of your customer• create totally new concepts from combinations of old ones• see the opportunities around you• avoid the danger of overchoice• escape the need to advertise ‘Sale! Sale! Sale!’• find the genius that hides within you• receive the best others have to give• focus your advertising, your business, and your lifeAlong the way, the Wizard will:• share the power of encouragement• talk to you about your Ruby Red Slippers• make you understand how lucky you are• show you how to avoid the mistakes that others have already made• convince you of the need to rest
Praise for Brand Advocates"Ignite your Advocates! Fuggetta shows you how." SCOTT MONTY, Head of Social Media, Ford"Creating and amplifying authentic Advocates should be front and center on every marketer’s agenda. This book is a blueprint for how to turn genuine Advocates into a powerful marketing force." SUSAN HELSTAB, Executive Vice President of Marketing, Four Seasons Hotels and Resorts"Advocacy is the ultimate goal for every brand. And Rob Fuggetta has given us the ultimate guidebook to brand advocacy.
The Internet has changed marketing for good. People no longer wait to be told what to buy. Instead consumers proactively do research online to make their final purchasing decisions. The best way to reach this new consumer is to provide them with that key information. You need content that will educate, engage, and entertain your consumer about your products and services to make the sale.Content Marketing: Insider’s Secret to Online Sales & Lead Generation is a step by step guide that will teach you the correct way to start and run a content marketing program.
In Advertisers at Work, readers will gain insights from the most interesting people working in the field of advertising today, told in their own words. Guided by interviewer Dr. Tracy Tuten, 18 advertising leaders share their favorite stories, debunk the myths of advertising, make predictions on the industry’s future, pay homage to the lions of the past, and offer insights into what it takes to win in the ad game today. Each chapter is devoted to one advertising executive, showcasing that person’s unique vision and perspective into the world of advertising.
In recent years, business leaders have been investing unprecedented amounts of time and money pursuing innovation to drive profits and growth. Although far from perfected, the innovation best practices they follow are by now well established.
But when your expected ROI isn’t measured in dollars but in social good, the game is played very differently—which is where The Social Innovation Imperative comes in.
Sandra M. Bates has spent the last decade helping major corporations create new markets for technology, consumer goods, and services.
Using psychology, emotion, and a pinch of neuroscience, Andy Maslen, an experienced copywriter and marketer, presents 25 psychological techniques, 110 words and phrases that trigger emotions, over 10 real-world case studies, and 75 practical exercises to help practitioners and students who have already mastered the basics, write enjoyable, compelling copy which stands out in today’s cluttered marketplace. Maslen covers topics such as: how to make spending money look like a privilege, the ancient Greek secret of emotionally engaging copy, when to use pictures instead of words, how to use the right tone of voice, and avoiding common copywriting traps.I
Powerful strategies for how to out-think the competition – from one of the true greats of the advertising worldTwo explorers are walking through the jungle. Suddenly they hear a tiger roar.One explorer sits down and takes a pair of running shoes out of his backpack.‘You’re crazy, you’ll never out-run a tiger,’ says the other explorer.‘I don’t have to out-run the tiger,’ he replies.‘I just have to out-run you.’Predatory Thinking involves looking at a challenge you can’t solve and getting upstream of it – changing it into a challenge you can solve.W
In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don’t embrace “Big Data,” they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of “digital” branding leads companies to abandon the tried and true aspects of marketing for the flash of the new.
The Discourse of Advertising explores the language of contemporary advertising. Cook argues that advertisements are always in complex interaction with the texts around them, with music and pictures, and with the people who make and experience them. This second edition addresses contemporary advertising in the context of current changes in communication. Advertisements span a range of mediums from billboards to email and the author sensitively analyses their social functions and effects on the individual.
Every industry revolves around Key People of Influence. Their names come up in conversation. They attract opportunity. They earn more money. Many people think it takes decades of hard work, academic qualifications and a generous measure of good luck to become a Key Person of Influence. This book shows that there is a strategy for fast-tracking your way to the inner circle of the industry you love. Your ability to succeed depends on your ability to influence. Start now by reading this book. This book is your invitation to the inner circle of your industry.
The Ad-Makers looks at the cinematic form where commerce and creativity collide most dramatically: the TV commercial. Featuring interviews from top professionals in the field, the book provides the kind of behind-the-scenes expertise that it usually takes a lifetime of professional practice to acquire. Gathered from the disciplines of cinematography, directing, producing, and editing, the filmmakers tell the stories behind the making of some of the world’s top commercials. Each chapter includes an overview of best practice and a host of images—stills from the spots themselves and concept visuals.
"A 10-pound heart of Godiva chocolates couldn’t possibly be more delicious and satisfying than the juicy nuggets that fill this anthology of direct marketing wit and wisdom. Read it slowly. It’s a book to be studied, to be savored, and–of course–to be unashamedly stolen from." – Emily Soell, Vice Chairman/Chief Creative Officer Worldwide DraftDirect Worldwide "What a treasure chest for direct marketers around the world!" – Bob Stone, Chairman Emeritus Stone & Adler "What a brilliant idea this book is .
This book translates knowledge about persuasion into evidence-based principles. Useful knowledge about persuasion has been obtained over the last 100 years from the experience of advertising experts and from empirical studies in advertising and other fields including psychology, consumer behavior, law, mass communication, politics, and propaganda.The principles in Persuasive Advertising provide understandable and easy-to-access guidance for all types of advertising. Including still media such as print and Internet, and motion media such as TV, streaming video, Internet, and radio.
Showing all 24 results