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

No critic rating

Waiting for minimum critic reviews

See Reader Rating

Synopsis

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 and Jeff Woll have written the perfect handbook for what does and doesn’t work in today’s advertising world.


 

About Steve Lance & Jeff Woll

See more books from this Author
Steve Lance and Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano & Partners and creative director of NBC. Woll was a twenty-year veteran of OgilvyWorldwide, including stints as COO of their Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.
 
Published July 6, 2006 by Portfolio. 300 pages
Genres: Business & Economics, Professional & Technical. Non-fiction

Reader Rating for The Little Blue Book of Advertising
79%

An aggregated and normalized score based on 19 user ratings from iDreamBooks & iTunes


Rate this book!

Add Review
×