Shortcuts to the Obvious

Shortcuts to the Obvious

4.11 - 1251 ratings - Source

Most big agencies today are too pressed for profit to do the kind of studying or training they could once afford. Shortcuts to the Obvious fills that gap by teaching readers critical lessons at each step of the way. Short on abstract and long on real world, the author uses some of the most effective campaigns to serve as teachers. The book is targeted toward anyone involved in the advertising development process and most importantly, clients on the front line responsible for executing their brand's marketing plans.changing campaigns, 51 comparative campaign, 16 goal statement, 11 a€œLittle Guya€ campaign, 51 positioning, 6 preview of campaign idea, 25 primary competitors, 14 promise that motivates and differentiates, 15 target customers, 13 Chevy Trucks campaign, 52 Chips Ahoy cookies, 17 Chunky soup, 14 Clutter, avoiding, 66a€“67 Coke, 16 Colgate-Palmolive, 1, 80 Comparative demonstrations, 16 Comparisons, direct, 14, 37 Compensation of agency cost estimate of running the account, anbsp;...

Title:Shortcuts to the Obvious
Author: Mel Sokotch
Publisher:Shortcuts to the Obvious - 2006

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