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Stan

Książka wygląda jak nowa.

Brak obwoluty i czyjaś dedykacja na pierwszej stronie. Poza tym książka wygląda jak nowa.

Ładnie wydany i napisany lekkim językiem podręcznik reklamy autorstwa nie byle kogo, bo wieloletnich praktyków w reklamowej branży. Lance był m.in. dyrektorem kreatywnym amerykańskiej telewizji NBC, Woll z kolei pracował w jednej z najbardziej znanych agencji reklamowych na świecie - Ogilvy & Mather. Dziś obaj prowadzą agencję konsultingową dla firm „Mądrość niekonwencjonalna".
Książka-poradnik traktuje temat całkiem serio, choć oprócz objaśnień i porad zawiera mnóstwo niekiedy rubasznych anegdotek do opowiadania dla rozluźnienia atmosfery na służbowych spotkaniach. To jej duża zaleta, bo dzięki temu nie zanudzi także tych, którzy mają już w reklamowanej branży wieloletnie doświadczenie i własne zdanie na temat spraw, którymi się zajmują. Nowicjuszom na menedżerskich stanowiskach w branży reklamowej Lance i Woll dowcipnie podpowiadają, co robić, żeby stworzyć zgrany reklamowy zespół („Bądź generałem, a nie generalną uciążliwością"). A wszystkim co kilka wersów przypominają, że aby docierać z reklamami do ludzi, trzeba cały czas myśleć właśnie o nich i o tym co ich interesuje.

Źródło: Rzeczpospolita

Spis treści

Point of view #1 : marketers and creatives don't speak the same language 1
Point of view #2 : think inside the box 6
Point of view #3 : you can't manage what you don't measure 10

Sect. 1 Know your customer, know your brand 
Sect. 2 What's your objective? 
Sect. 3 Where do you want to go? 
Sect. 4 A great advertising strategy is the hidden gem 
Sect. 5 The creative director - the creative process 
Sect. 6 TV commercials 
Sect. 7 Print advertising 
Sect. 8 The Internet 
Sect. 9 Radio, outdoor, and direct response 
Sect. 10 On the set 
Sect. 11 Bonus

Stan

Niewielkie ślady używania na okładce. Wewnątrz zaznaczenia na kilkunastu stronach.

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Pt. 1 The Place of Advertising 1

1 Background of Today's Advertising 3
2 Roles of Advertising 22

Pt. 2 Planning the Advertising 53

3 The Advertising Spiral and Brand Planning 55
4 Target Marketing 76

Pt. 3 Managing the Advertising 111

5 The Advertising Agency, Media Services, and Other Services 113
6 The Advertiser's Marketing/Advertising Operation 134

Pt. 4 Media 155

7 Basic Media Strategy 157
8 Using Television 187
9 Using Radio 225
10 Using Newspapers 250
11 Using Magazines 286
12 Out-Of-Home Advertising 330
13 Direct-Response and Direct-Mail Advertising 356
14 Sales Promotion 396

Pt. 5 Creating the Advertising 435

15 Research in Advertising 437
16 Creating the Copy 459
17 The Total Concept: Words and Visuals 482
18 Print Production 502
19 The Television Commercial 532
20 The Radio Commercial 554
21 Trademarks and Packaging 568
22 The Complete Campaign 591

Pt. 6 Other Environments of Advertising 621

23 Retail Advertising 623
24 International Advertising 643
25 Legal and Other Restraints on Advertising 662
26 Economic and Social Effects of Advertising 693

Stan

Niewielkie ślady używania na okładce. Zaznaczenia na kilku stronach.

O książce

Autor opisuje opisuje podstawowe strategie komunikacji korporacyjnej, wyzwania stojące przed managementem, oraz zmiany zachodzące w otoczeniu firm.

Spis treści

Chapter 1 The Changing Environment for Business

Case: Hooker Chemical Company

Chapter 2 Communicating Strategically

Case: Fletcher Electronics

Chapter 3 An Overview of the Corporate Communication Function

Case: Bank of Boston

Chapter 4 Managing Image, Identity, and Reputation

Case: GE Identity Program

Chapter 5 Managing Corporate Advertising

Chapter 6 Managing Media Relations

Case: Adolph Coors Company

Chapter 7 Investor Relations: A Random Walk Down Wall Street

Case: United Technologies

Chapter 8 Employee Communication

Case: Norwich Software

Chapter 9 Managing Government Affairs

Case: Dodds Paper Company

Chapter 10 Managing Communication in a Crisis

Case: Dow Corning

Stan

Książka wygląda jak nowa. Bez zaznaczeń.


O książce

Autor jest uznawany za twórcę marketingu bezpośredniego.


Spis treści

1. Direct Marketing Is a Strategy, Not a Tactic

It's not an ad with a coupon, it's not a commercial with a toll-free number, it's not a mailing, a phone call, a promotion, a database, or a Web site; It's a commitment to getting and keeping valuable customers.

2. The Consumer, Not the Product, Must Be the Hero

The product must create value for each of its consumers. It must satisfy consumers' unique differences, not their commonalities. The call of the Industrial Revolution was manufacturers saying, "This is what I make, don't you want it?" The call of the Information Age is consumers asking, "This is what I need, won't you make it?"

3. Communicate with Each Customer or Prospect as an Audience of One

Advertising must be as relevant to each consumer as the product or service is. General advertising and more targeted direct marketing must both be part of a holistic communication strategy.

4. Answer the Question "Why Should I?"

The most dangerous question a prospect or customer asks is "Why should I?" And he may ask it more than once -- but never of you. The product and its communication stream must continue to provide him with both rational and emotional answers.

5. Advertising Must Change Behavior, Not Just Attitudes

Favorable consumer attitudes go only part of the way to creating sales. It's also the consumer's accountable actions such as inquiries, product trials, purchases, and repurchases that create profits.

6. The Next Step: Profitable Advertising

The results of advertising are increasingly measurable;they must now become accountable. Advertising can't be just a contribution to goodwill -- it must become an investment in profits.

7. Build the "Brand Experience"

Customers have to know and feel the brand as an experience that serves their individual needs. It has to be a total and ongoing immersion in satisfaction that includes everything from packaging to point of purchase, repurchase, and after-sale service and communications.

8. Create Relationships

Relationships continue to grow -- encounters do not. The better the buyer-seller relationship, the greater the profit.

9. Know and Invest in Each Customer's Lifetime Value

One automobile dealer calculated that a lifetime of cars sold to one customer would be worth $332,000. How much should a marketer spend to create such a loyal lifetime customer for a given product or service?

10. "Suspects" Are Not "Prospects"

"Prospects" are consumers who are able, ready, and willing to buy, "suspects" are merely eligible to do so. Communicating with prospects reduces the cost of sales; communicating with suspects raises the cost of advertising.

11. Media is Contact Strategy

Measurable results from media, not the number of exposures, are what counts. Measurements such as "reach" and "frequency" are out of date. Only "Contacts" can begin relationships.

12. Be Accessible to Your Customers

Be there for your customers--be their database and source of information and service through as many channels of communication as possible. They can't tell you what they need unless they can reach you.

13. Encourage Interactive Dialogues

Listen to consumers rather than talk at them. Let them "advertise" their individual needs. They'll be grateful for your responsiveness. Convert one-way advertising to two-way information sharing.

14. Learn the Missing "When?"

The answer "Not now" is as dangerous to advertising as "Not this." Only consumers know when they are ready to buy, and they will tell you if you ask them in the right way.

15. Create an Advertising Curriculum That Teaches as It Sells

A "curriculum" is a learning system that teaches one "bit" of information at a time. Each advertising message (bit) can build on the learning of the previous one. It can teach consumers why your product is superior and why they should buy it.

16. Acquire Customers with the Intention to Loyalize Them

Promotions sell product trials -- but not ongoing brand loyalty. They may also attract the wrong customers, who may never become loyal. The right customers must be acquired and persuaded to want what the product does and not what the promotion offers. The right customers may in fact be your competitor's best customers.

17. Loyalty Is a Continuity Program

"Totally satisfied" customers are least likely to fall away. Those who are merely "satisfied" may fall away without warning. To build ongoing relationships, rewards for good customers should be tenure-based (on previous purchases, usage behavior, and length of relationship). Rewarding "tenure" can prevent competitors from "conquesting" your best customers.

18. Your Share of Loyal Customers, Not Your Share of Market, Creates Profits

Spend more on the good customers you have. Ninety percent of most companies' profits come from repeat customers. It costs six to ten times as much to get a new customer as to keep an old one.

19. You Are What You Know

Data is an expense -- knowledge is a bargain. Collect only data that can become information, which, in turn, can become knowledge. Only knowledge can build on success and minimize failure. A company is no better than what it knows. 

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autorzy omawiają podstawowe zagadnienia nt marketingu szeptanego.

Spis treści

Preface vii
Introduction 1

Chapter 1. The Buzz about Buzz Marketing Is Building 11
Chapter 2. The Importance of Moving from A to Bee 31
Chapter 3. Tapping into the Superconnectors 55
Chapter 4. What Goes Up ... 69
Chapter 5. Managing the Ups and Downs: Lessons from the Perennials 91
Chapter 6. Silver Bullet Brands and Leaps of Faith 107
Chapter 7. Shock Treatment 129
Chapter 8. Media and Cyberspace 151
Chapter 9. Buzzing Youth 169
Chapter 10. Conclusion: Long Live the WORM 195

Notes 213
Glossary 231
Acknowledgments 235
Index 239

Stan

Niewielkie ślady używania na okładce. Wewnątrz zaznaczenia na kilkudzisięciu stronach. Płyta CD z materiałami dodatkowymi.

O książce

Contemporary Advertising to jeden z najpopularnijszych podręczników reklamy w USA. Książka jest ceniona za przystępny styl i przykłady najświeższych kampani reklamowych. Tekst to kompleksowe omównienie branży, teorii i narzędzi reklamy z perspektywy kreacji. Autor czerpie garściami z własnych doświadczeń zawodowych oraz omawia wagę komunikacji zintegrowanej i jej wpływu na strategię przedsiębiorstwa.

Spis treści

1 What is advertising today? 4
2 The evolution of advertising 28
3 The economic, social, and regulatory aspects of advertising 54
4 The scope of advertising : from local to global 96
5 Marketing and consumer behavior : the foundations of advertising 136
6 Market segmentation and the marketing mix : determinants of advertising strategy 168
7 Research : gathering information for advertising planning 204
8 Marketing and advertising planning : top-down, bottom-up, and IMC 232
9 Planning media strategy : finding links to the market 266
10 Relationship building : direct marketing, personal selling, and sales promotion 304
11 Relationship building : public relations, sponsorship, and corporate advertising 336
12 Creative strategy and the creative process 370
13 Creative execution : art and copy 404
14 Producing ads for print, electronic, and digital media 438
15 Using print media 484
16 Using electronic media : television and radio 514
17 Using digital interactive media and direct mail 544
18 Using out-of-home, exhibitive, and supplementary media 580
Epilogue : re-positioning a brand : MasterCard's "priceless" campaign 608

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

Kompleksowe omówienie zasad marketingu szeptanego.


Spis treści

1 Introduction : welcome to the grapevine 1
   Bardo, your average unique consumer 11
2 Who talks about products and why? 15
   Andie, attack marketer 35
3 Word-of-mouth is not buzz 39
   Launch day 63
4 How word-of-mouth proliferates 67
   Who's your maven? 85
5 The myth of the influentials 91
   At the barbecue 107
6 Word-of-mouth storytelling 113
   A pimple on sparkly perfect 131
7 The weird value of negativity    137
   Bardo the loyalist 155
8 What's next for word-of-mouth? 161
   Final review 179
   Deep inside the hive : more reports from the BzzAgents 185