A breakthrough guide to the universal principles underlying great advertisingWritten by an all-star team of international advertising professionals, this guide offers readers a lively, in-depth exploration of advertising principles as they are understood and applied by many of the world's most respected advertising experts. Each chapter features numerous illustrations, case studies and vignettes, and reproductions of print ads and TV commercial stills.
A breakthrough guide to the universal principles underlying great advertisingWritten by an all-star team of international advertising professionals, this guide offers readers a lively, in-depth exploration of advertising principles as they are understood and applied by many of the world's most respected advertising experts. Each chapter features numerous illustrations, case studies and vignettes, and reproductions of print ads and TV commercial stills.
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Inhaltsangabe
From the contents: Acknowledgements. Foreword. Introduction-the Rules of Engagement. The Lawgivers. 1. The Law of Simplicity (Marcello Serpa). 2. The Law of Positioning (Al Ries). 3. The Law of Consistency (Ian Batey). 4. The Law of Selling (Dave Trott). 5. The Law of Emotion (John Shaw). 6. The Law of Love (Kevin Roberts). 7. The Law of Experience (Kash Shree). 8. The Law of Relevance (Anne Bologna). 9. The Law of Humour (James Lowther). 10. The Law of Disruption (Jean-Marie Dru). 11. The Law of Jump (Sebastian Turner). 12. The Law of Fascination (Reg Bryson). 13. The Law of Irreverence (Jim Aitchison). 14. The Law of Taste (Allen Rosenshine). 15. The Law of Topicality (Michael Newman). 16. The Law of the Silver Elephant (Graham Warsop). 17. The Law of the Chat (Neil French). 18. The Law of Nice (Jamie Barrett). 19. The Lore of Negativity (Jack Vaughan). 20. The Law of Execution (Mike O'Sullivan). 21. The Law of Evolution (David Lubars). 22. The Outlaw (MT Rainey). Appendix 1- The Law of Deadlines. Appendix 2- The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits). Index
From the contents: Acknowledgements. Foreword. Introduction-the Rules of Engagement. The Lawgivers. 1. The Law of Simplicity (Marcello Serpa). 2. The Law of Positioning (Al Ries). 3. The Law of Consistency (Ian Batey). 4. The Law of Selling (Dave Trott). 5. The Law of Emotion (John Shaw). 6. The Law of Love (Kevin Roberts). 7. The Law of Experience (Kash Shree). 8. The Law of Relevance (Anne Bologna). 9. The Law of Humour (James Lowther). 10. The Law of Disruption (Jean-Marie Dru). 11. The Law of Jump (Sebastian Turner). 12. The Law of Fascination (Reg Bryson). 13. The Law of Irreverence (Jim Aitchison). 14. The Law of Taste (Allen Rosenshine). 15. The Law of Topicality (Michael Newman). 16. The Law of the Silver Elephant (Graham Warsop). 17. The Law of the Chat (Neil French). 18. The Law of Nice (Jamie Barrett). 19. The Lore of Negativity (Jack Vaughan). 20. The Law of Execution (Mike O'Sullivan). 21. The Law of Evolution (David Lubars). 22. The Outlaw (MT Rainey). Appendix 1- The Law of Deadlines. Appendix 2- The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits). Index
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