So why isn't more advertising extraordinary? It's not because there aren't enough people who can do it. Nor is it because advertisers don't want it. It's because too many people involved in the selection of advertising have had little, if any, training in how to do so. And that's what this book provides.
Starting with the basic impediments to extraordinary advertising, like poor listening and misguided research, this book lays out the cardinal principles for getting to better than ordinary advertising. How to get a feel for what your audience wants to hear and know, not what you want to say. The critical role insight and "truth" play in extraordinary advertising. And how to develop a strategy that creates an open field for original thinking instead of a box that constrains it.
Using many instructive examples (and more than a few amusing anecdotes), the book covers traditional positioning and how to put it to good use, along with an alternative approach the author calls "Zone Marketing."
Also included is a revealing look at "integrated marketing" and how disintegrated it largely remains. An exploration of some of the semiotics of advertising. The opportunities and perils of alternative media. And since no book on advertising would be complete without it: a careful look at that much talked about but little understood concept: Branding.
For anyone involved in the selection of advertising, or anyone whose business success is to any degree dependant on advertising, this book will provide a straightforward guide to identifying, championing and understanding extraordinary advertising. Which, at the end of the day, is the only kind worth investing in....Continua