The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference
Автор:Steve Lance, Jeff Woll Год: 2006 Издание: [не указанo] Страниц: 288 ISBN: 1591841240 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 . This is a short, fun-to-read, practical book designed to be read quickly and referred to again and again. Each of their fifty-two 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 gotta-have resource for salespeople, Steve Lance...
