Steal these ideas! marketing secrets that will make you a star
The marketer's guide to standing out from the crowd and connecting with consumers As advertisements become more ubiquitous online and off, the struggle to really capture a customer's attention is heating up. In Steal These Ideas!, Second Edition, Steve Cone, internationally renowned market...
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| Format: | eBook |
| Language: | Inglés |
| Published: |
Hoboken, N.J. :
Bloomberg Press
c2012.
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| Edition: | 2nd ed |
| Series: | Bloomberg
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| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628002806719 |
Table of Contents:
- Steal These Ideas!: Marketing Secrets That Will Make You A Star; Contents; Introduction; Chapter 1: Billions and Billions Wasted . . .; McDonald's Almost Gets It; New Challenges We Face and Five Rules to Live By; What about Political Slogans?; Remember; Chapter 2: Three Hidden Ingredients in Every Winning Promotional Campaign; The Ultimate Help-Wanted Ad; The Early Days of Playboy Magazine; Rolling Stone Magazine; Pan American WorldPass and How Last Became First; Other Quick Airline Stories about Creating Customer Excitement; One for the Gipper; Don't Leave Home without It; Mr. Whipple
- Toppling the Category Leader with One Perfect SentenceEggs Overnight; Peter Lynch, Lily Tomlin, and Don Rickles; Chapter 3: What Makes a Brand Successful? How Do You Manage It?; Have a Unique Selling Proposition; Insist on Strong Visual Imagery; You Must Have Innovative and Reliable Products; Memorable and Integrated Advertising-Always; Chapter 4: How to Create a Unique Selling Proposition; Three of My Favorite Unique Selling Propositions; How to Create a USP; Chapter 5: Using a Spokesperson to Maximum Effect; How to Choose the Right Personality; The Remarkable Betty White; Going Hollywood
- A Word about Voice-oversCorporate Mascots; Animated Characters; Animals; The Deceased; But What if My Spokesperson Does Something Really Bad?; Chapter 6: Kill All Art Directors (Well, Not Literally); Five Tips to Readability; The Great, the Good, the Bad, and the Ugly; Chapter 7: Learn from Magazines While They Still Exist . . .; Imagine Annual Reports that Get Read!; Chapter 8: Do the Reverse of Whatever GM Does; The ""Electronic Church"" and How It ""Outmarketed"" Mainstream Religion and What You Can Learn from It; Chapter 9: Less Is More-Now More than Ever
- Too Many Choices Are Too ConfusingIt's as Easy as 1, 2, 3; Chapter 10: The Three Most Important Customer Lessons-Especially for the Digital Age; Lesson One: People Renew the Way They Are Acquired; Lesson Two: The Most Critical Time in a New Customer's Relationship Is Right after Her Immediate Purchase; Lesson Three: Forget Complicated Clusters and Demographics; A Common Mistake You Should Never Make; Hey, But I Sell to Businesses and Not Directly to Consumers; The Guthrie Lesson; Chapter 11: Loyalty Reimagined; Customers Rarely Are Loyal; Is There Any New Thinking in the Loyalty Space?
- It's About TimeLoyalty in the Not-for-Profit World; Chapter 12: The Single Most Powerful Way to Get Customers to Love You; Getting Your Promotional Letter Read or E-Mail Every Time; The Absolute Power of Membership . . . and Something American Express Does Right; Chapter 13: Making Sense of Media Planning; Print Media; Zig When Everyone Else Zags; TV and Radio Placement; You Can Avoid Consumer Ad Skipping; The Next Giant Leap in Ad Watching; Has Radio Seen Its Best Days?; The Internet; Global Media Planning and Placement; Chapter 14: Making Social Networking Work for You
- Some Helpful Hints to Capitalize on Social Networking
