Book Description

The manifesto for waging a street-smart publicity campaign with no- or low-cost strategies from one of Hollywood's most successful publicists. ... Read more

Reviews (7)

Contradicts Most Teachings
I have taken several courses on public relations in school. Most of what Michael Levine teaches is totally opposite of what several of my professors have taught me. In all fairness to Levine, perhaps the practices described in his book were sufficient way back when the book was written, but the world has changed quite a bit since then, and the pace of Public Relations has changed along with it. I understand he wrote a follow-up book called Guerrilla PR Wired which pertains to using the internet as a valuable PR tool, but I know that using his outdated techniques, even with the help of the internet, would still not be the least bit helpful. I certainly would not recommend this book to other students who are preparing for a career in the field of PR.

Down-to-Earth, Tell-it-Like-it-is Book on PR and Publicity
Michael Levine tells it like it is in how to put together a PR and Publicity Campaign. He knows what he talks about - no theory here. Any business or person seeking to promote themselve through the power of the media - should grab this book - ASAP!

I have dozens of books and tapes on PR and Publicity and this is at the top - my main reference when I want to put together a PR campaign for my business. All I know is that it works - hands-down.

A User-Friendly Guide to Creating Your Own PR
I have had the good fortune of working with some of the top publicists in the country over the last 22 years, and wish that I could have read this book first. It would have made me much more effective in working with them, and also could have avoided a lot of their fees.

The advice is sound, based on my own experiences with a 37 city book tour in 1999. What it took me 37 cities to learn, you could glean from just reading this book. I envy you this opportunity.

Whatever your budget or appetite for public relations, the book will help you design and implement an effective program. It covers all of the basics, except for the Internet (which wasn't really a factor when this book was written). You will learn how to put out a press release, hold a press conference, do interviews, and create media events. Most of these things can be done relatively inexpensively, certainly at lower cost than with advertising.

I especially liked the high ethical standards that the book sets. It's easy to cut corners, but that is both wrong and eventually becomes ineffective.

May your 15 minutes of fame come soon as a result!

Seriously, public relations is a highly effective way to introduce potential customers to your products or services. It serves a good secondary purpose of helping you think through your message and who your audience is. This book does a good job of giving you questions to help you do both of these tasks. Follow this advice, and your business should be more successful within a year. Remember Mr. Levine's advice though, it's quality . . . not quantity . . . that counts.

Comfortable reading
Thiis book is written as if Michael Levine was sitting across the table from you sharing gems of wisdom from his many years of entertainment P/R experience. He takes the beginner under his wing in a comfortable way--not technical. A primer that , although it doesn't cover every aspect of PR, gives color to that which it does. As the author puts it, he endeavors to show you how to "think like a publicist."

Young, Guerilla-Minded, Publicist Seeking Opportunity?
Great book that exemplifies our out-of-the-box marketing and p.r. mentality of this Los Angeles-based internet start-up. If you read this book and then think -- hey, I can do even *better* than these guys -- then send us your resume and tell us how and why. ... Read more

Book Description

Effective branding depends on the ability to leave a lasting (and positive) impression in the mind of the target audience. Brain Tattoos offers a practical approach -- no complicated theories, marketing jargon, or unnecessary babble -- that lets any business take its brand to the next level. Packed with tools that help readers identify their brand's purpose, personality, promise, and point of difference, Brain Tattoos will help readers:* Develop the courage to break the mold and become truly distinct* Discover ways to enlist customers and others as "brand ambassadors"* Grasp their brand's essence* Master brand building on any scale in any industry* Learn how to identify and use the most effective methods of brand communication* Learn how to leverage limited resources creativelyFilled with creative ways to maximize market impact, Brain Tattoos is a true "how-to" book written with in-the-trenches business and marketing people in mind. ... Read more

Amazon.com

The Palm Pilot. The novel Cold Mountain. The iMac. Hotmail. FedEx. The Blair Witch Project and There's Something About Mary. According to former marketing exec Emanuel Rosen, they all became successful not through traditional advertising or marketing routes, but through "buzz," that semitangible process through which information and commentary jump from one brain or mouth to another. Rosen also ascribes buzz to creating customer loyalty, which he says is built through the advice of friends, colleagues, or such trusted "mega-hubs" of information as Oprah Winfrey and Rosie O'Donnell. Rosen has spent the past few years studying the routes, nodes, and clusters through which buzz passes and grows, and the result is this well-researched book. While it doesn't throw much new light on the mechanics of buzz, it is at least instructive and entertaining, offering minisagas of the successful buzz behind such marketing triumphs as the dELia's catalog for teenage girls, PowerBars, and the BMW Z3 roadster. Buzz seekers, be warned, however: with the exception of a short chapter at the end of the book called "Buzz Workshop," you won't find much of a blueprint for starting the gears of buzz for your product or service. What you do get is a trove of real-life stories that, if they don't inspire and guide you toward taking your first buzz-creating baby steps, probably mean you're the type of person who should stick with conventional advertising and PR. --Timothy Murphy ... Read more

Reviews (30)

Invisible but Powerful Human Networks
Think about it. How many times have you been asked "Seen a good movie lately?" or "What's your favorite Italian restaurant?" or "Where can I get the best deal on an air conditioner?" The single most powerful but least understood form of marketing is word-of-mouth and yet, until now, no one has devoted to it the attention it deserves. In the Foreword to this book, Everett M. Rogers observes, "New products and services spread among the consumer public through interpersonal communication networks. These networks are for the most part invisible. They often operate in mysterious ways.. Thus we are largely blind to this very powerful marketing process. No wonder that we fail so often in our efforts to diffuse innovations." He's right.

Rosen explains how to create effective word-of-mouth marketing with material organized within three Parts: How Buzz Spreads, Success in the Networks, and Stimulating Buzz. It is important to stress that Buzz results only in combination with a superior product or service. As Jeffrey Gitomer correctly points out, "customer satisfaction" is achieved only on a per-transaction basis; the objective is to achieve and then sustain "customer loyalty." It is not only possible but common for a new product or service to generate Buzz initially but if the quality is not sustainable (preferably enhanced), what I call Positive Buzz can become Negative Buzz. (Even under Rosen's personal supervision, no matter how much perfume you pour on a pig, it's still a pig. The only buzz it generates will be provided by insects.) The "interpersonal communication networks" to which Rogers refers can just as effectively (and probably more quickly) "get the word out" about a defective product or unsatisfactory service. Obviously, no Buzz is preferable to Negative Buzz.

Rosen is talking about Positive Buzz. He explains HOW to take full advantage of the marketing opportunities it permits. In Chapter 16, "Buzz Workshop", he asks and then answers a series of very basic but profoundly important questions. (All by itself, this final chapter is well-worth the cost of the book. I strongly recommend that this chapter be re-read on a regular basis. Competitive marketplaces do have a way of changing, don't they?) Once having read the book, the reader is well-prepared to select and then implement those concepts, strategies, and tactics which are most appropriate to her or his own situation.

This book will be especially valuable to small-to-midsize companies with limited resources but the success of any marketing efforts (Buzz or otherwise) will still depend upon the quality of the product or service offered. All of us now actively involved in marketing owe a substantial debt to Rosen. Revealingly, the quality of his thinking and the originality of his ideas created Buzz long before his book was published. The acclaim he continues to receive is richly deserved.

Bustling Buzzers Busily Boost Business
This is the first book I recall that looks at the word-of-mouth phenomenon as a management activity for modern marketing. While Edward Bernays often recounted fascinating tales of how public relations helped move products by setting fashion, he never focused on the face-to-face aspects of how new ideas spread. Robert Cialdini has done remarkable work on describing how influence is created, but does not squarely focus on the word-of-mouth aspects of that influence.

Mr. Rosen has done a sound job of providing a number of interesting, behind-the-scenes examples as well as a context for thinking about word-of-mouth marketing. (I actually ended up trying some products describe here that I probably wouldn't have otherwise, such as the novel, Cold Mountain). The book's main weakness is that it focuses on word-of-mouth about products rather the broader question of how word-of-mouth creates opinions in all areas of society.

Mr. Rosen defines buzz as "the sum of all comments about a certain product that are exchanged among people at any given time." Naturally, you can have either good buzz ("It's great!) or bad buzz ("Avoid at all costs.").

It is easy to us to underestimate the power of these comments before we consider our own experiences. For example, if audiences hate a new movie, the word soon gets out and ticket sales plunge. You have probably seen people waiting in line to buy tickets asking those leaving a theater how the movie was. Here you have an example of perfect strangers advising each other and making purchase decisions based on these interactions. Naturally, this occurs much more frequently with authority figures (like Oprah for books) and people we know well (our family, friends and neighbors). For example, I always ask my older son before seeing any movie. He will have already seen the movie and knows my tastes. I will always have a good experience if I follow his guidance.

The examples in the book formed the core of the interest for me. The concepts in the book were familiar to me from my days as an executive in the alcoholic beverage industry. Because of significant limitations on selling liquor with advertising, new brands are built almost totally through buzz aided by bar parties and other activities. I was surprised that there were no substantial stories from liquor or cigarettes (remember the cartoon of Joe Camel?), both of which depend heavily on creating buzz.

In addition to learning more about how buzz works, this book also offers guidance on how to encourage and accelerate that buzz.

The book is divided into three parts: The first looks at how buzz spreads (a small percentage of all the people do all of the connecting together of information networks); the second examines what makes for success with buzz (having things people want to talk about and encouraging that talking); and the third details how to stimulate buzz for your business (this is summarized in a workshop for you in chapter 16).

Publishers, book authors, music companies, companies that provide breakthrough technology (the Palm Pilot), and people who make exciting consumer goods (like the BMW) will get the most benefit from this book. The examples and lessons best apply in those markets. People with limited marketing budgets should consider the book also to help organize the questions to ask oneself for stimulating interest in a product.

I also suggest that you read up on Edward Bernays, Robert Cialdini (Influence), and Ernest Dichter. A recent book, Networlding, is a very helpful complement to this book in describing how to create more effective and meaningful relations with others to transfer information and assistance.

After you have finished reading this book, I suggest that you step back and consider how you could improve the value of what you make for your customers and potential customers, reprice it to make it more accessible, and reduce your costs so that you have more resources to share with your customers and other stakeholders. In that way, you will have something better to buzz about!

Provide great products first!

Interesting Stuff
This is a wonderful book that goes into legitimate, real-life methods of how Word of Mouth(buzz) is created. A great read...The Anatomy of Buzz is full of interesting stuff for the general reader, but even more helpful for the businessperson, beginning marketer, advertising executive, etc., very thought-provoking.

Read as a complement to "The Tipping Point"
Emanuel Rosen's 'Anatomy of Buzz' has some worthwhile stuff about what he calls 'information hubs,' those people who seem to know more about certain subjects and make it their business to pass the word to the rest of us. However, Malcom Gladwell dissected this phenomenon in great detail in his outstanding work, "The Tipping Point." Gladwell tells us that the Hub persona is actually comprised of three different indivduals: mavens, connectors and salesmen. You don't really get down to that level of detail here.

Not to say Rosen's book is without merit. I was fascinated by Gladwell's research and thought 'Buzz' would be a good complement to that. With those expectations, I enjoyed the book and found it to be a worthwhile read. I'll keep it on my bookshelf (for me, that's the litmus test of a book's worth).

Great Book!!
An extremely interesting book. Lots of concepts that can be applied to real life situations. Read it, you won't regret it... ... Read more

Book Description

What makes an advertisement memorable? Creative Advertising unravels the creative process behind some of the most original and effective campaigns of recent years. Mario Pricken showcases over two hundred examples of international advertising from a wide range of media including magazines, billboards, television, movies, and the Internet.

Each chapter highlights different practical methods for creating innovative and unforgettable advertisements, from finding the elusive "big idea" to reworking classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry, such as J. Walter Thompson and Saatchi and Saatchi, along with exciting young agencies such as London-based Mother Ltd. All demonstrate a fascinating range of approaches, including ways of visualizing concepts, the art of illusion and paradox, using metaphor and analogy, and deploying shock tactics and humor. Interviews with international luminaries of the advertising world provide invaluable insights into the working practices of top agencies.

Entertaining and inspirational, Creative Advertising is an indispensable book for designers, art directors, copywriters, and students of advertising. Over 450 illustrations, 380 in color. ... Read more

Reviews (6)

cant believe this book is for $27.17
is the publisher of this book into social service?
what a class apart!!! w h a t a c l a s s a p a r t ! ! !

For the first time I smoked less while reading a book.

Thanks Mario and team for reducing my smoking

Glamourous to Look at --- A Pleasure to Read
This is a handsome book and one you'll want to display for visitors and others you want to impress. Oh, come on. You do want to impress people don't you?

But more importantly, this will be a book that you will refer to often when you need a concept, an idea.

If you are in advertising as a copywriter or artist or in most any capacity, this book will benefit you greatly. Oh you can read it in one or two days. But you will need it handy often. If you are like me, each new project brings a blank slate which must be filled. If you are lucky, you have gobs of ideas. But if you're like most of us, you'll draw a blank. This book will help when faced with that awful blank.

If you are in advertising and depend on your ideas or the ideas of a team, buy this book. You won't be sorry.

Susanna K. Hutcheson
Creative Director
Powerwriting.com LLC

The Un-Textbook for Aspiring Creatives
For any of you preparing for careers as art directors or copywriters, this is a great resource. It's about application. It's about showcasing great work AND revealing the thinking strategies behind it. Kudos to Pricken for going this extra mile and helping to demystify the process. I plan to require the new paperback edition in the portfolio classes I teach.

Save your job
You need to come up with a killer concept tommorow. Or you might loose your job. And become an advertising outcast. You'll forever be known as the guy with stale ad ideas. You can never set foot in a decent agency again. OMG! Then someone told you about this book. You read it. You save your job.

This book asks all the right questions
When I hit a mental road block I pull out this book. It is the best advertising book that has a focus on CONCEPT! It asks questions of you or your assinment and how to approach it in the most effective manor. It even shows you examples. Now I dont use this book to do my job but it sure has help me produce more conceptual and effective print & tv. If you don't own this book your a fool. Whats the worst that can happen? ... Read more

Reviews (4)

Ouch!
Jim Surmanek may know a great deal about media planning. However, most of the people who attempt to read this book will never discover that. Why? Jim does not know how to communicate effectively. I have not made it too far into this book, and every inch has been a struggle. What I have learned thus far could have been expressed in one, maybe two, paragraphs.

Jim's opening sentence (in his Introduction to the book) reads, "Advertising media are dynamic and ever changing." Traditionally the opening sentence in any book is very important: The first sentence is the sentence that is to hook the reader, engage us, entice us, make a proposal that the writer will later explain and document. The first sentence must be superbly well constructed. It must do something meaningful. Jim took this valuable space and chose to say one thing twice, and repeat himself while being redundant. Good heavens, wasn't that fun? An opening sentence that says "media does not stay the same" is not very engaging or informative. Perhaps Jim assumes that most of his readers don't know that. Perhaps Jim thinks most of readers are watching a black and white nine-inch screen, have never heard of cable, and have to wait for the tubes in their radios to warm up before they can listen to the weekly episode of Mystery Theatre.

His next sentence reads, "The entire spectrum of media outlets changes almost daily." (Jim explains "change": new radio or television stations, changed formats, new magazines, etc.) Now, how can that be true? That the entire spectrum would change almost daily. That the spectrum changes daily, yes. But the entire spectrum of media outlets changes almost daily? Does he really mean to tell his readers that nearly every radio and television station, nearly every magazine and newspaper, and nearly every billboard changes owners or formats nearly every day? No, but that is what he says.

I skipped the first two chapters to take a look at Chapter 3, "HUT, PUT, and PUR." Appropriately enough, Jim explains what HUT, PUT, and PUR are. Several times. That is, several times before he repeats himself. He also shares some fascinating data with us: "People Using Radio (PUR) levels also vary." (That is important for the readers to know because most of the readers have no idea that people turn their radios on and off.)

Jim continues, "Adult listening peaks in the 6-10 P.M. period..." Now that didn't make sense to me. I thought adults listened to their radios more during "drive time" and while at work than when they got home in the evenings. So I looked at the table attached to this text (3.3) only to discover that of the five time periods Arbitron reports (and Jim uses in the table), the two busiest adult time periods are the 6 AM to 10 AM and the 10 AM to 3 PM periods. In fact, the time period Jim claims as the "adult peak," has less than half as many listeners as these morning/daytime periods. The only time with a smaller audience than Jim's "adult peak" is the Midnight to 6 AM time period!

As I continue along, still in Chapter 3, I see a Table (3.4) with a whole bunch of numbers. Jim never references this table or explains what it reveals. The numbers don't seem to relate to anything else in the chapter. I also notice that Table 3.4 is followed by a second Table 3.2 that does not give the same data as the first Table 3.2.

If you want to be thoroughly confused, love misinformation, enjoy reading the same "fact" presented three or four times, and want to be talked to like a child, buy this book. Savor it; it is a gem.

If I could return this book I would. I can't. Fortunately I live in a cold climate. I have a fireplace. I will put this book to good use.

Not Worth It
Contrary to what the previous reviewers have to say about this book, I was extremely unsatisfied. The author makes what is so simple into something that is confusing and frustrating. Earlier chapters talk about topics that aren't even explained until later in the book. It takes a paragraph of confusing examples to explain what could be easily said in a sentence. Equations are given without proper explanation of how things were achieved. This book shows the 5th step with the assumption that the reader figures out steps 1-4. To someone new to the media planning field, I would recommend you pass this one by.

Solid Introductory Resource
Book that provides a basic background to all aspects of media planning with chapters ranging from 'HUT, PUT, and PUR' to 'Psychographics/Clustering', to 'Negotiating a Media Buy'. Definitions and basic terms are well set apart from the rest of the text and explained clearly and one chapter builds upon the ones before in a way that makes it easy to read without feeling overwhelmed. Written in 1995, the book is hampered a bit by being entirely lacking in any reference to Internet advertising.

Very Comprehensive, Easy to Read
Media Planning: A Practical Guide is a good place to start for those interested in a career in advertising or for those who work in related industries. It gives the reader a thorough understanding of traditional and new media terms and tools without requiring in-depth knowledge of the field. A great resource! ... Read more

Book Description

"Good business-to-business direct marketing is no accident. The second edition of Bob Bly's book helps direct marketers of all experience levels eliminate guesswork. This book belongs on the bookshelf of every direct marketer. Unlike other books, you'll be going back to this one so often it will never gather dust. Cookbooks are helpful, but the real value of Business to Business Direct Marketing is the wealth of experience that Bob Bly brings to each page. From high-level strategy to copywriting hints and tips, this edition is packed with gold nuggets of advice." -- Marc Russman Manager, Direct Marketing Skills Development IBM"The most successful business-to-business direct marketers always had an important edge over their competitors; they knew all the tools and techniques better than their competitors--and they knew how to use them. Bob Bly's new book levels the playing field. He discloses all the insider's secrets so every business-to-business direct marketer will have the marketing savvy--including hundreds of promotional ideas--needed to win in any business-to-business market every time." -- John Finn President Finn Corporation"A valuable addition to any business-to-business marketer's bookshelf." -- Cheryl Friedman Marketing Communications Coordinator BOC Gases ... Read more

Reviews (6)

Excellent Resource for B2B Salespeople too!
This book is well worth the cover price. It will make you think about every single word you put on your marketing material. I encourage sales professionals to read it too. Reason: So many of the Salespeople I consult with are responsible to write their own letters and are sending numerous emails to clients. The more you can understand the art of persuasion and word power, the better your sales!

Strong in hands on advice, low in hype
One of the few business books I have not regreted buying. Will give it to my marketing communications manager, fair and events manager, etc to read the respective sections. The part about "lazy" copywriting is especially amusing.

Business-to-Business Direct Marketing
Get the jump on the competition! Guaranteed! This book is a proven way to boost the sales and increase the bottom line of any business! I have the track record to prove it.In the summer of 2000, it helped me close deals with three b-to-b clients. It also, after reading it five times in two months, enabled me to increase the sales and visibility of three other clients. And I did it all within the space of about five months.In no uncertain terms, the book helped me to increase the response rate to a number of direct marketing campaigns for myself and both service and produt oriented businesses.In this hefty volume, Bly explains the differences between consumer and b-to-b marketing. He shows the relation between "features" and "benefits" in copy as well as the effective use of technical info to sell various products in catalogs, ads, brochures and direct mail.Bly is the preeminent authority on b-to-b marketing who successfully writes for some of the largest businesses in the United States. His wealth of knowledge shines through.Besides showing you how to sell through direct marketing, he explains in detail how to measure and track your results. He gives tips on testing and explains what you should do before, during and after a campaign.His information on technical writing and selling technical products is especially useful, given the fact that he is an engineer.If you are serious about starting or improving a b-to-b direct marketing campaign, and you want details about the vital tools and mechanics of marketing, this is the book you should have.Be sure to get it before your competition does.

BtB Marketing covers more topics than expected
This book was a good buy. It covers all areas and medium where you can get in touch with potential customers (ads, mail, flyer, catalogs, sales brochures etc.). Mr. Bly always emphasizes the importance of including direct contact information. The book is full of useful hints, checklists, and examples of successful direct marketing measures.

This Book Will Get You Results!
Many business people setting up shop these days desire to market their products and services to a variety of prospective customers, whether broad-based or targeting a specific audience, according to the sales objectives they plan to accomplish. Often overlooked as potential customers are fellow business people who are very much like themselves.

Robert Bly has written Business To Business Direct Marketing to offer a serious look at targeting other businesses. Special attention is needed to target fellow business people. Business-to-business and business-to-consumer marketing requires two very different approaches. Bly points out that businesses must buy a variety of merchandise to keep their businesses operating and producing, whereas consumers are not obliged to buy anything and everything that hits the marketplace shelves. This is a key point for us to remember!

A perfect example of business-to-business marketing can be seen in the promotional incentive item industry. Thousands of companies and individual distributors sell those rubbery squeezable tension toys that come in hundreds of shapes, sizes, and colors. There is a tension toy for any company that wants to promote itself and someone has to make and sell these items! Anyone who attends tradeshows and job fairs can count the number of companies handing out those colored balls, sharks, animals, bananas, trucks, cellphones, and computers with company contact information stamped on them. I've got many of them adorning my office to remind me of the companies I do business with (or would like to!).

Bly provides a wealth of workable solutions to effectively market businesses through traditional and hi-tech methods such direct mail advertising, polished correspondence, brochures, newsletters, press releases, speaking engagements, multimedia presentations, telemarketing, and the Internet. All of these require talent and commitment. Bly will help prepare you to face these challenges!

This is a heavy hitting book - definitely not for beginners. This book is recommended for companies and business consultants who have already established themselves in the marketplace who want to promote themselves as truly professional. This is top-notch advice from someone who knows his business. Do you know how to effectively market your business? This book will get you results! ... Read more

Amazon.com

Disruption: Overturning Conventions and Shaking Up the Marketplace is veteranadvertising industry executive Jean-Marie Dru's iconoclastic proposal for replacing business-as-usualadvertising and marketing philosophies with radical new thinking. He contends that this shift in thoughtwill better position new and established products, brands, and services for the competitive battles to come.Dozens of laudable examples--from Oil of Olay and FedEx to TAG Heuer and Saturn--are fully examined,and suggestions for successfully employing their techniques are offered. ... Read more

Reviews (10)

Well worth the read for advertising pros.
A very intelligent book on advertising. The underlying concept -- DISRUPTION! -- isn't exactly new. But the book takes a fresh look at just how some businesses -- and advertisers -- have broken away from the pack of mediocre, wasteful advertising. And the result has often been dramatic increases in sales. The book is provocative, and most importantly, it makes you THINK. You can walk away from this book with plenty of ideas for how to improve your own advertising. For those who have anything to do with advertising, it's well worth the read.

A Interesting and Inspiring Book to Read
This book is very well to dress for the concept ¡§Disruption¡¨ and how does it works. There are many examples, a lot of are from the author¡¦s own company BDDP, which are very useful for explain the concepts. Also he attaches the pictures of the related advertisement, which makes it easy to understand. And the author introduces step by step, from the basic knowledge of the real advertising world, background knowledge, and then gets into the Disruption. Even in the practice chapter, he integrates the Management skills (Planner), Knowledge Management (Disruption World Bank) which is very useful and clear for readers to apply the strategy.

It even talks about how to use Disruption in the Information Age, which creative department can take advantage from advance technology to interact, communicate and provoke inspiration. Also it would help to store, present ideas, for instance, CD-Rom. But somehow, it is kind of burdensome to make it to a whole chapter.

However, some of the concepts are too similar and vague that they seems only created for the book. And some examples are used to explain different concepts, which may result some confusion. For example, Starbucks Coffee was used to explain Additions of Business Discontinuities, but also used to explain Viewpoint in the Vision chapter, which are different concepts. I think it is becuase this concept of Disruption only came from 2 articles printed on Wall Street Journal and La Fegaro, and the effort to expand it into a book centainly decreased its power.

But over all, this book is well written and very interesting to read, you couldn¡¦t put it down after you started it. I had already purchased the sequel of it, "Beyond Disruption", I hope there will be some latest view points and maybe solutions for some problems occered in the market after this book.

All Time Must-Read
If you ask me, this book belongs right up there with "Positioning" as one of the all time must-reads, not only for marketers and advertising people, but really for anyone in business. And while it was published in the mid-90s, it couldn't be more relevant today. At heart, what Mr. Dru says (and then supports with many examples) is that the only path to genuine business success is to fly in the face of conventional thinking.

Mr. Dru's background is as the leader of a large advertising agency; so many of his examples come from this area. However, as he points out, taking the safe route in almost any business endeavor-product development, business process design or marketing communications-is often the most dangerous course. Because any business activity that fails to disrupt, i.e. break with the norm, is unlikely to attract much attention (or business). Which, at a time when revenue and earnings growth is stagnant for most firms, and the tools of financial engineering all but exhausted, would seem to point to this new "best practice". Read this book and then inject a massive amount of disruption into the thinking that powers your enterprise.

A little disruption.
There are a few great truths here spread out among a good bit of superfluous material, but the truths are worthy of a read. The essential gem of the book is properly communicated in the title. If you want to make an omelette, you have to break some eggs. The trick is knowing when to take a risk and then managing that risk to achieve a desirable outcome. That is the heart of the book.

Dru often digresses into lengthy asides and stories that don't always illustrate or relate to her point. For example, I now know more than I care to know about her views on the differences between the American and European consumer. (Frankly she contradicts herself here.) Naturally there are cultural nuances that must be taken into account with most any marketing assignment, but having said that, she should have moved on and made that the subject of another book.

The important thing, in marketing and in business, is to sell product. No one cares much about winning awards, except for the creative and art directors. In the end, the consumer votes with his dollar, yen, peso or euro. That's the award that really counts, and toward that end, a little 'disruption' is a good thing!

What the advertising business is supposed to be about
This is a classic which should be in the library of anyone serious about our craft - or business, if that's the way you see it. J-M Dru sets out to break the rules - systematically. Its a little like how Edward de Bono approaches thinking: he gives you random and therefore unusual starting points so your journey will be a different one. Disruption is challenging stuff. In fact, I'm not convinced that every ad can or should be disruptive. But I do believe we should be asking the question of ourselves every time and saying "yes" a whole lot more often. Some of the tools he includes can be put into practice easily and they work well. I recommend them to young people in our agency. You never stop learning in the ad game. Buy this book or [...]. ... Read more

Book Description

A complete guide to the process behind effective advertising design
Advertising by Design is a brilliantly accessible approach to the creative process behind effective, memorable advertising. This full-color text provides a highly illustrative, behind-the-scenes look at developing successful ads for a variety of media-including print, television, online, and guerrilla advertisements-empowering students to find creative solutions.
Advertising by Design encourages students to push past the obvious design choices to find the big idea! Dozens of celebrated ad campaigns demonstrate such concepts as the visual and verbal relationship, visual metaphors, creating unified campaigns, and many others. Fully supplemented with interviews from esteemed creative directors and chapters on developing imaginative ideas, copywriting, and advertising history, Advertising by Design is a perfect text for beginning and intermediate advertising design courses and core courses in all visual communications programs that incorporate advertising concepts and design strategies. ... Read more

Reviews (1)

Great info on designing ads
Fantastic guide for idea generation, designing unified ad campaigns and creative approaches. Very valuable information and great examples of award-winning ads and ad campaigns. Really interesting info about ad history that I didn't learn in college! ... Read more

Book Description

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Reviews (20)

Real-World Information to Help You Make Money
Fred Gleeck isn't big on theoretical concepts. This book is full of specific information and how-to taken from his experience profitably promoting more than 1300 seminars.

You will find useful ideas all through the book as Fred tells how to create and plan the event, prepare and present your seminar, market effectively, create profitable products for back of the room sales, and follow-up with customers after the seminar. Any randomly-selected page probably has a tidbit of information that will show you how to make (or save) thousands of dollars.

You want theory? There are lots of books out there that will give you that. You want to make money with your seminars? Buy, read and use this book.

A must read for anyone in the seminar business!
Whether you're just getting started doing seminars or a seasoned pro, Fred Gleeck has packed this book with a ton of useful information that can make your seminars very profitable!

With 15 years personally in the seminar industry myself, I've made an incredible income, but have lost a lot as well. Using Fred's seminar system I've learned how "He has never lost money on a seminar he promoted".

Plus he covers:
Designing and creating your seminar
The seminar success formula TR=SR+PS+CB
Key ways to promote and getting others to promote you
The best days/months and cities to do seminars
Delivering content rich seminars
How to develop and sell your backend product line
And a great resource list with names and contact info

Don't even consider doing a seminar without first reading this book, it will save you time and prevent you from making costly mistakes. This is the best investment you'll ever make as you enter or continue doing seminars. I highly recommend it too anyone looking to make money in the seminar business.

simple and easy to understand
This book is very simple to read, understand and follow all instructions included.
If you do now want to waste your time on reading difficult texts and just want to know what to do, where to do, how to do and so on- get a copy of it.
As a memory development expert I can tell that this book is enough well organized to understand the rules and apply them immediately.
The most important factor of any learning process is "easy instruction".
This book is simple and good instruction to follow.
Easy to learn pretty fast what you need to know.

The most important is "how to" knowledge... and it simply works.

Thank you Fred for such good book.
I do not need theory- I need easy instruction cause my time is worth a lot of money:)

Arrogance does not equal expertise
I bought this book, hoping to improve attendance at some workshops I teach for my employer. Our clients pay a nominal fee for the class, so it is important that we market the class effectively to gain participants. I currently have a very successful "following", and gain new clients all the time. Still, it is important to seek new clients actively. I hoped Mr. Gleeck's book would help me to do that.

Mr. Gleeck's advice may work in a hard-core sales environment, but in the real world of adult training and consulting his advice would put me out of business! I am speaking particularly of his advice regarding delivery of the workshop. For example, he advises us to use self-depreciating humor to gain clients and win over our audience. I fail to see how telling the client I'm a schmuck will make him/her trust my knowledge enough to take my class!

The book was actually painful to read. Mr. Gleeck had an arrogant tone throughout the book. I'm glad he thinks he's wonderful because his advice was useless to me. Honestly, I am extremely sorry I wasted the money, and the time, on this book.

Gleeck delivers - superb resource
I'm an experienced seminar leader (I've trained over 30,000 people in my career) and still got plenty of great tips from Fred's superb resource. Handling difficult people, how to sell better from the podium, as well as a lot of new tips that will help me do even better. Thanks Fred - nice work! Get this book if you do seminars. ... Read more

Book Description

In detailed chapters that cover everything from developing an advertising strategy to designing effective ads and copy, Levinson delivers no-nonsense advice on how to maximize advertising effectiveness. Guerrilla Advertising tells readers how to focus their audience, stay within budgets, polish layout and copy, and adapt tactics to appropriate media. ... Read more

Reviews (4)

Good In Its Own Right, But...
"Guerrilla Advertising" is good in its own right, but is somewhat dissappointing when compared with the Author's "Guerrilla Marketing Weapons" book (which costs slightly less than "Guerrilla Advertising"). Based upon the reputation of the Guerrilla series of books, I ordered four of the books covering Advertising, Marketing and Public Relations. However, I soon found that "Guerrilla Marketing Weapons" was Levinson's greatist-hits volume. As good as the other books are (and they are good, very-good), they just don't offer much more than what Levinson provided in condensed form within "Guerrilla Marketing Weapons."

Bottom Line? Levinson's books are terrific. In fact, although the phrase is overused, I'd say they are "must buys" for the business owner -- particularly "Guerrilla Marketing Weapons." Overall grade: B+/A-

more dinasours
This book is almost ten years old. There is really nothing else to say. For a current intelligent read, read Guerrilla PR Wired. It's written by PR mogul Michael Levine, President of Levine Communications. Guerrilla PR Wired is written by a man who knows what he's talking about first hand and his success rate should speak for itself. Don't bother with anything else, unless you like frustrations and failure.

Excellent book
Between this book and the Barry Maher book on yellow pages advertising, you'll have just about everything you need to know about small business advertising. Stop the phone company ripping you off--be informed.

Totoal outstanding for a british market
When I read the book I found that it makes you learn about business in a way that was meeting you at your level.

It showed simple ideas and moved you from the basics to higher levels of marheting. It was easy to see exactly what I never knew and others things that I forgot.

Living in England it showed me just how simple this book transends across all continents and makes a dream a reality. I just want the book back, it seems everyone want to review it and then rush out and buy a copy! ... Read more

Reviews (1)

Great Book
Great Book! I Found These step-by-step guides easy-to-read, and easy to understand! The books are packed with information. They reminded me of "cliff Notes" from my college days.The information is comprehensive without the fluff you find in so many of the more expensive books out there on the subject. The books are also packed with resources such as phone numbers and the web sites of the companies they are discussing - there is no "theory" just great information. ... Read more

Book Description

This update to Marketing Online For Dummies includes all of the great topics from the original book, plus an additional focus, Internet advertising, a very hot topic. The right Internet advertising campaign can cost very little and make a product launch or even a company a winner; the wrong approach can be a huge waste of time and effort. The authors have hands-on experience doing both guerrilla marketing and million-dollar deals in this critical area. Also covered in this edition is a quick-start guide to getting net-savvy, a survival requirement in the Web marketing world. ... Read more

Reviews (2)

Lacks in valuable content
I recently purchased this book so I could get a better edge on marketing my online business. After spending a couple of days reading this book and researching some of the information presented I can conclusively say that this book did not teach me anything that I did not already know.

I will also add that some of the most important areas of Internet marketing were not even focused on for more than a single sentence or paragraph; leading me to believe that the gentlemen that wrote this book are not versed in online business, as much as they are with the brick and mortars.

I would strongly recommend not purchasing this book if you want to learn more about Internet marketing. I'm sure there is a good book out there for this, however I have not found it yet.

Regards,

DK

A hand book and guide you've been looking for
Internet Marketing for Dummies Internet Marketing for Dummies is a must read book for any small business person new to online marketing. There's a lot of hype about marketing on the Internet, but the book's authors Frank Catalano and Bud Smith - do not hype your expectations. I knew that Internet Marketing for Dummies was not going to be another "let down" when I noticed that the authors included many of the online marketing resources that I frequent on a daily basis! Catalano and Smith begin their book by explaining that "Internet marketing" is "marketing" but using the Internet - and this is very important to understand. So many businesses want to rush into "online marketing", but don't have any clue about how even to market at all. The fundamentals of marketing, apply online as well as off line. Internet Marketing for Dummies walks the user through a fast over view of the Internet - explaining what AOl is, as compared to full access to the Internet. This chapter is very helpful for the many small businesses that are really not so sure what the Internet is all about. Chapter 2 and 3 of Internet Marketing for Dummies realy lays in to the nitty gritty of marketing, with a consentration in chapter two on developing an "Internet Marketing Plan" I was very impressed that the authors of this book took a whole chapter to also discuss and help the reader decide their domain name. Your business name, may indeed be "Faulkner, Grade and Berkmenstein" - however, you may wan to try out "greatlawyers.com" for a domain name! There's a lot of gems in Internet Marketing for Dummies , such as a nice section on effectively using email as a marketing tool. On page 155, chapter 8, Internet Marketing for Dummies lists "techniques for gathering visitor information" on your Web site. See, Internet marketing is more than "just" Internet marketing, but its a blend of leveraging your own Web site, reaching out to others, adveritising on Web sites, building an email list and etc. Internet Marketing for Dummies is one of those books you just keep as a guide on your desk and refer to daily. After you've launched some successful online marketing campaigns you'll be a pro and can then refine what you've learned in Internet Marketing for Dummies. ... Read more

Book Description

Another book in the bestselling "Big Book of Business Games Series,"The Big Book of Sales Games delivers dozens of 5-20 minute games and activities designed to motivate salespeople, teach key selling principles, or just liven up a sales meeting.

Reviews (1)

Creative, specific ideas you can use
I found this book user-friendly, with sections that cover a variety of topics. There are activities for new sales associates as well as energizers for veterans. I started putting "flags" on pages with ideas that I liked and quickly filled up the side edge of my book. ... Read more

Book Description

A guide to creating copy that connects with customers­­and makes the sale

Advertising and promotion professionals have long known that, while bells and whistles may grab a customer's attention, words make the sale. Yet, nearly a decade into the Web revolution, E-commerce professionals are just now waking up to the fact that the usual high-tech, graphics-heavy approach to site design is bad for business.

Net Words explores the reasons why and makes a strong case for a revolutionary new approach to copywriting tailored to the unique demands of a powerful new medium. With the help of dozens of examples of successful and unsuccessful on-line writing, author Nick Usborne shows readers how to harness the power of the written word for the Web. Readers learn how to imbue a business with a distinctive on-line "voice" and use it to forge lasting bonds with customers, increase market share, and close sales.

Reviews (27)

The True Key to a Successful Web Site
Nick Usborne, in his straightforward style, uncovers the dirtiest secret in the internet: The success of your site depends primarily on the copy. Unique graphics might get you noticed and win a few design awards, but without good copy, you don't stand a chance. Nick gets this message across by pointing out specific examples of sites that "get it" by using copy to establish a unique voice. He also show a number of examples of "corporate-speak" copy that is guaranteed to lose readers. By highlighting the differences between good web copy versus traditional advertising copy, the book teaches you how to write what people want to read on the 'net. Nick's approach to writing copy emphasizes bright, descriptive, no-nonsense and humorous text while eliminating stilted, boring, and unintelligible language. And the sections on writing sales copy (in the right place) is golden. Bottom Line: If you write for the web, especially if you're a one-person show, you need to read this book.

Words make the sale on the Web
Net Words really makes you focus on the power of words. As Nick Usborne points out, on the Web, it is words that make the sale. Nothing could be more true. It is amazing that in such a text-driven environment, so little attention is often given to the text.

It can be a revelation for people to discover that the number one activity on the Web is reading. How are you going to be different online? As Nick points out, "Only words will set you apart."

This is an invaluable book for those involved in web content. It is highly readable and very practical. Nick Usborne knows his stuff. He is a professional, and every page of Net Words is full of clear, crisp ideas. After you've read it you will have learned truly useful things about how to make your content make that sale.

Don't leave home without this book!
This book is a definite MUST HAVE for any website designer, newbie to web design and anyone and everyone who has an online business. Simple, easy to understand visuals compliment the text, which is written in a very simplistic manner. This book is wonderful - magnificent - excellent, and will help you greatly understand the elements of successful web design. I've used it to consistently update my own website, at:
http://www.aei.dli.com
If you don't have this book, you're missing out on your single-most-important investment in your professional life!

this is bad books
there is not enough information about my assignment .

worth a read
This broadly covers online copywriting. Nick does his best by speaking to "you" much the same way as your copy should.

He also does a great job of showing you examples of good vs bad in the different writing attributes he teaches througout the book. The only part of the book which looses focus in my eyes is when he speaks of why the copywriter needs to write the copy. I felt like he was making a sales pitch for all copywriters. Other than that it was one of the best internet books I have read. ... Read more

Amazon.com

Close the Deal is bursting with hot leads for sales pros looking to sharpen their skills and win more customers. Authors Sam Deep and Lyle Sussman show how to capture sales without being pushy or arrogant. Deep, a consultant from Pittsburgh, and Sussman, a management professor at the University of Louisville, believe that the essence of selling is sticking to a system. "Masterful sales professionals are neither lucky nor gifted," they write. "They do not dream, wish or hope for victory. They go out and make it happen." The book is based on programs developed at the Sandler Sales Institute, a noted Maryland firm that trains thousands of sales professionals around the country.The authors contend that three keys to successful selling are asking the right questions, making supportive presentations, and finding exactly how to eliminate roadblocks or "pain" for customers. "There is only one reason you will sell anything: your ability to reduce a buyer's pain," the authors write. "You can't reduce pain if you don't know what it is. Buyers will tell you if you ask correctly." The book is easy to read and full of practical advice and tips. The authors provide 120 lists on topics like "Fifteen Steps to Better Listening," "Seven Fears all Buyers Have," and "Fourteen Ingredients of a Winning Proposal." Salespeople will find a powerful ally in Close the Deal. The book is a blueprint for finding and analyzing buyers, determining their needs, and getting the sale. --Dan Ring ... Read more

Reviews (8)

This is the Sandler Jump Start Program
Take the [$] Sandler Sales Jump Start training class and this is the book derived from it. Only thing missing is the class room participation. Put the two together and you've got something, buy just the book and you really only have 1/4 of the knowledge.

not worth the tree
This book has nothing new to add. Bad format. Dumb information.

More bullet points than checklists
This book is written so that you can get short lists of helpful tips on sales. I thought it was going to be more of a handbook of checklists - instead it is many, many different topics arranged by subject.

There is a companion tape set that you can get from Nightingale which has the same graphics on the cover but expands a little more on the content.

Overall I've found myself referring to the checklists inside this book a lot more than I initially thought I would - perhaps because the format lends itself to quick reading and re-reading.

Sandler Sales Institute is a national franchise which has an interesting and different perspective on the sales process.

Very Disappointing
This book was extremely disappointing. I expected much more from the reading. This book is not worth the paper it was printed on. I would not doubt if the positive reviews are from the authors themselves. They are very misleading. This book was a complete waste of time.

the Revolution of marketing books
i read alot of books in sales and marketing but this book is somethig different, it is easy to understand,clear,practical, and contain every thing a salesman need in his life. this book is the treasure but we have to dig to find it, and i hope one day all universities study this book. this book is the revolution of sales and marketing book, so take carw when you see some one have this books, because he know what he does. ... Read more

Book Description

PRINCIPLES OF ADVERTISING AND IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan’s text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. PRINCIPLES OF ADVERTISING AND IMC provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity. Based on feedback from reviewers, author Tom Duncan has increased the 2nd Edition coverage of key advertising concepts (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the Principles of Advertising course.

AdSim is an Advertising Simulation set in the consumer electronics industry where students are required to make decisions about Agency selection; Brand positioning and messages; Media Selection, including traditional and non-traditional; Market Research, both ordering and interpreting; and Budgeting. This simulation, created by SmartSims, provides a highly engaging means of developing a real understanding and appreciation of the fundamentals and dynamics of communications, advertising and promotion in business. AdSim challenges students to apply recently learned concepts, principles and explained practices in development of overall communications, advertising and promotion campaigns, whether against the computer in the Single-Player version or in direct competition with their peers in the Multi-Player version.

AdSim for Duncan incorporates an Integrated Marketing Communications (IMC) approach as promulgated in Principles of Advertising and IMC, 2/e by Tom Duncan. AdSim for Duncan has been modeled on the contemporary US Digital Camera Market. Using this simulation, students will develop: • A better understanding of how to implement an IMC approach in the development of an overall advertising and promotion plan. • Insights into selecting different media for specific communications goals and target markets while being constrained by a fixed budget. • Insights into the influence of brand awareness and the importance of on-going measurement. • A better understanding of implementing promotion campaigns for existing customers, including the use of customer relationship management (CRM) applications. • Critical decision-making and team participation skills in an interactive learning environment. ... Read more

Book Description

The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe.

A first-time collection of the old classics and best new thinking on marketing. The articles provide a diverse look at marketing, including global branding, one-to-one marketing, and how to manage buzz.

... Read more

Reviews (1)

A Collection of the best articles from the HBR magazine.
There are now over 20 books in this Harvard Business Review series. All the books are compilations of the best articles from the Harvard Business Review magazine. This book is one of the best books in the series for the quality, relevance, and usefulness of the articles selected for inclusion.

The eight articles selected for this book are 'The Brand Report Card', 'Bringing a Dying Brand Back to Life', 'How to Fight a Price War', 'Contextual Marketing: The Real Business of the Internet', 'The Lure of Global Marketing', 'Are the Strategic Stars Aligned for Your Corporate Brand', 'Torment Your Customers (They'll Love It), and 'Boost Your Marketing ROI with Experimental Design'.

My favorite article was the first one 'The Brand Report Card'. This article in just a few pages cuts to the core of how to evaluate the strength of your brand using a very logical approach.

The article on Contextual Marketing about the Internet is very interesting since it was written in late 2000 and makes predictions about how the Internet will change by the end of 2003 to 2005. But even the basic predictions haven't come true regarding how ubiquitous the authors predict the Internet will become. Yes, we have access to the Internet through wireless devices but they are not very profitable for businesses right now. Of course, the current economic conditions are influencing the predictions quite significantly.

Overall, this is indeed an excellent collection of articles relating to Marketing and the book is priced well since it is far more expensive to buy the same collection of articles directly from Harvard Business Review online (almost 5 times more expensive).

I have been reading several books on marketing over the last few years to apply in my small business and this book is one of the best I have read. It is less than 200 pages long and makes for a very quick yet powerful read. Enjoy reading and benefiting from the book! ... Read more

Book Description

When Guerrilla Marketing was first published in 1983, its edgy approach helped it shoot to the top of bestseller lists. The book was a breakthrough for small businesses and has since yielded several classics bearing the immediately recognizable, Guerrilla name.

Now, at long last, Jay Conrad Levinson has teamed up with two high-profile PR execs - Rick Frishman and Jill Lublin - to produce GUERRILLA PUBLICITY: Hundreds of sure-fire tactics to get maximum sales for minimum dollars

The PR bible for a new decade. The book lays out an aggressive plan for learning how to build publicity campaigns from the inside out, zeroing in on a targeted market and infusing a marketing plan with publicity hooks.

This powerhouse work also includes:

Inside information on how to make friends in the media

Simple ways to get others to spread the company's message

Sample press releases and media kits-"Guerrilla" style ... Read more

Reviews