End of Advertising as We Know it
-15%
portes grátis
End of Advertising as We Know it
Brott, Armin; Zyman, Sergio
John Wiley and Sons Ltd
12/2002
240
Dura
Inglês
9780471225812
0471225819
15 a 20 dias
548
The End of Advertising as We Know It uses real-world examples to illustrate how modern advertising over-emphasizes artfulness and neglects the most important rule of advertising: sell the product. Readers will learn how advertising died, what killed it, and how to revive it for the better.
Introduction. Chapter 1. The First Casualty: How We Killed Traditional Advertising. Chapter 2. Success Can Be Deadly--Don't Take Your Brand Awareness for Granted. Chapter 3. Fish Where the Fish Are. Chapter 4. Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To. Chapter 5. Packaging Matters: It's Your Last, Best Shot, So Make It a Good One. Chapter 6. To Sponsor or Not to Sponsor: That Is the Question. Chapter 7. Free Media--Your Best Friend or Your Worst Enemy. Chapter 8. Making Your Employees Part of Your Message and Your Product. Chapter 9. The Proof Is in the Pudding. Chapter 10. Never Miss Another Opportunity. Index.
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The End of Advertising as We Know It uses real-world examples to illustrate how modern advertising over-emphasizes artfulness and neglects the most important rule of advertising: sell the product. Readers will learn how advertising died, what killed it, and how to revive it for the better.
Introduction. Chapter 1. The First Casualty: How We Killed Traditional Advertising. Chapter 2. Success Can Be Deadly--Don't Take Your Brand Awareness for Granted. Chapter 3. Fish Where the Fish Are. Chapter 4. Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To. Chapter 5. Packaging Matters: It's Your Last, Best Shot, So Make It a Good One. Chapter 6. To Sponsor or Not to Sponsor: That Is the Question. Chapter 7. Free Media--Your Best Friend or Your Worst Enemy. Chapter 8. Making Your Employees Part of Your Message and Your Product. Chapter 9. The Proof Is in the Pudding. Chapter 10. Never Miss Another Opportunity. Index.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
