Book Description
"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."Newsweek
"Revolutionary! Surprising!"Business Week
"Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."USA Today
Customer Reviews:
Marketing 101.......2007-07-20
Regardless of whether you like the "warfare" analogies or not, the concepts discussed in this book is Marketing 101 for marketers.
First Ries/Trout explain which method of attack your company should use depending on its position in the marketplace. Then they describe what each position should do. Then they use some great classic case studies like the beer wars, cola wars, and computer wars.
Usually I hate these "outdated" books but the content in here is classic. They've updated the book and critiqued their own predictions made 20 years ago. For example, with over 50% of the PC marketshare, they were certain that IBM would remain the leader. Ooops.
Highly recommended for marketers.
Of all the books, this one is the weakest.......2007-03-30
I found this one to be the weakest of all the books by Ries and Trout. As Creative Director of AUDIN Web Design, it just didn't capture my interest like their other books. Don't get me wrong, I think these authors are geniuses and I love their books. This one just didn't do it for me; I think it was the warfare motif. I'm not a pacifist, but it just didn't work for me: Warfare as Marketing. The funny thing is that I actually bought this book twice: once ten years ago in paper back and then again in hardback more recently. That goes to show you how forgettable I thought this book was. If you are on a real tight budget, buy a different book by these authors.
missing book.......2007-03-24
today i have not received this book yet.could you inform me when this book would be delivered, please?
I AM A FAN OF JACK TROUT.......2007-02-02
This is the other must-read book from Jack Trout for Businessmen, marketers and I think every one, This book teaches you that WORLD is Competition, and It is WAR !
You must compete to survive, You must be intelligence to survive, and You must be different to survive.
Jack Trout explains the battle of MARKET forces and how to survive in it,
Still thinking about buying the book, You may feel the need to read this book after a hard competition!
Marketing Warfare.......2007-01-13
Excellent book! it explains marketing to non-marketing people. It is very useful to those with limited marketing knowledge.
Book Description
With careful attention and hard work, even average citizens can oversee sophisticated, state-of-the-art political campaigns. Those who try will find no aid more valuable than this book. Bringing to bear both academic and professional experience, Shea and Burton present a lively, comprehensive exploration of cutting-edge political campaign management. They cover every aspect of present-day political campaigning, from understanding the context of a particular campaign (national trends, the media market, demographic research, etc.) to strategic thinking and specific voter contact techniques that work. These techniques include tactical use of fundraising, paid media, free media--including the Internet--and get-out-the-vote drives. Throughout the text, the authors present up-to-date analysis, peppered with examples from national, state, and local campaigns. Campaign Craft is a comprehensive guide to modern electioneering--a "must read" for candidates and political activists, scholars, researchers, and all those interested in knowing how to run modern, high-tech campaigns.
Customer Reviews:
Good not great, still the most complete book I've read on the subject........2007-09-06
Good book, not great. The beginning of the book starts off really strong with the technical tools people use to win elections. About midway through the book it starts to give really vague overviews of public relations tactics. I can't recall the book mentioning anything about brand image, which in my opinion, is very important to any campaign. I would recommend buying this book with, Making News by David Henderson, The Boston Consulting Group on Strategy, Public Relations by Bernays, and a good text on branding and brand management.
Book Description
How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succed in the class now and get your project chosen in the future.
Customer Reviews:
Dry as Toast.......2007-09-27
I am using this text for an intermediate-level advertising course and it is so incredibly tedious I think I might die. For every point there are endless paragraphs of explanations but very few examples. This leaves the reader feeling like he or she is reading a technical manual. I would not recommend this for any course unless the instructor was going to supplement with valuable lectures to illustrate this dry and dull text.
Excellent and Helpful!!!.......2006-02-23
This is a great book for ad student, professionals and amateurs. Is very compact with a lot of informatiion especially in ad estrategys and marketing. You can understand very well the concept of how it works the advertising and the marketing together in this complex topic of the advertising bussiness. Is a great deal!
Great Service.......2005-09-26
I received the book in great timing and it was exactly as described. Good Job!
Great Read for Marketing and Advertising.......2001-12-12
This book is an excellent source for understanding Advertising from A to Z. This book teaches all the necessary elements for developing a successful advertising campaign, creating the plansbook, and then winning the client's business. It gives great examples, it easy to read, as well as, thought provoking. It is truly a great guide to Marketing Commuincation Plans. It is used in Clark Atlanta's MBA Program for Advertising and Promotion. It's definitely "On Point!"
Book Description
The first definitive sourcebook and compilation of 100 best advertising campaigns in Asia.
* The wide spectrum of campaigns will offer valuable business tools for easy side-by-side product comparison.
* Divided into 15 specific product or services to cater to a wide variety of marketers.
Book Description
How do professionals plan and execute a public communications campaign? Moffitt provides a detailed step-by-step examination of the conceptualizing, planning, and execution of a public relations, marketing/advertising, political, or social issue campaign. She provides basic theories, concepts, and issues to understand before one can even begin to conduct a campaign, and she examines the research tools and skills needed to investigate the organization, the industry, or the targeted audiences for a campaign. Basic strategies for setting a campaign's goals and objectives are analyzed as are message strategies to determine the correct wording and visualization factors. Lastly, Moffitt examines communication selection strategies for choosing the appropriate personal and media channels for delivering the messages. Since the public campaign has emerged as a key model of organizational communication, professionals as well as students in advertising, marketing, and management will find the business end of the topic useful. Individuals involved with public relations, speech communication, broadcast and print media will benefit from the communication aspects.
Customer Reviews:
A Cure for Insomnia??.......2006-08-19
For someone who is a specialist in message design she sure had a time delivering hers. Long lengthy and way too technical. This book would be more suited for someone who doesn't mind a dry read or jargon.
Moffitt Delivers From Start to Finish in Campaign Strategies.......2003-07-19
In a work that will make public relations practitioners everywhere scream, "Why didn't I think of that," Dr. Moffitt applies a common sense approach to tackling campaign design and execution. Influenced by James Grunig, this book reaches conclusions that seem at first, too simple to true. However, through Moffitt's discussion, she explains the complex reasoning behind her solutions.
The book contains a fair amount of theory, a critical component of any serious discussion on campaign design. The theory, including the collapse model, the conceptualization model, and cognitive dissonance, forms the foundation of the campaign. If properly read and studied, this book will leave readers feeling confident in their campaign design and eager to meet the challenges of campaign execution.
5 stars for its clarity and for giving the subject due consideration, instead of trying to gloss over the subject with catch phrases and anecdotes.
Now I am waiting for Moffitt's next work, Communication Theories for Everyday Life with John R. Baldwin and Stephen D. Perry.
Extremely Boring!.......2002-07-05
In designing her message Moffitt lost my attention. This book is not only way too theoretical and impractical, worst of all it is absolutely boring. A nightmare to read. If you're looking for practical advice, look somewhere else.
If you're looking for tactical advice, keep looking..........2002-06-19
In fairness to the author, she is very clear in her preface who her target audience is: people working in the field of public relations or marketing who got there without formal training or education in the theory and practice of campaign management. The book serves that population very well. It provides a thorough and comprehensive, if academic, analysis of all the stages in creating and managing a campaign, and provides a solid foundation in the core building blocks of the discipline.
If, however, like me you are looking for a book that will provide hands-on, tactical advice on developing a communications campaign in a hurry and on a shoestring budget, you won't find much help here. I'm on my local school board, trying to develop a communications strategy to elicit community support for a large high school renovation project. Unfortunately, I found little in this book that I could translate into immediate strategy and tactics. I have a better understanding of the appropriate terminology used by campaign professionals, but I'm not any closer to putting a campaign - even an amateur one - of my own together.
Those looking for a deeper, theoretical grounding in campaign management should find this book worthwhile. Those looking for tactical, hands-on advice should keep looking.
A public relations classroom essential.......2000-03-29
I had this book in one of my classes in college and I believe that I learned the most from this book than any other class and/or book. Dr Moffitt has a very unique way of presenting ideas and cases. Dr. Moffit was my teacher actually and she did a very good job of presenting the information in such a way as to make you think about it in different ways before answering.
Book Description
Shea and Burton present an updated and expanded version of Shea's 1996 guide to and analysis of modern American political campaign communication. They cover all aspects of present-day political campaigns, from understanding the context of a particular campaign to strategic thinking to specific voter contact techniques.
Customer Reviews:
Technically excellent work.......2006-05-21
In one compact volume, this book affords the reader a lot of insight into the way a professional campaign consultant evaluates a modern election contest. It shows the techniques of sophisticated precinct analysis and targeting, media strategies, polling, fundraising, and research. The book is also well sourced, so the reader can go to specific books, articles, and other reference materials for in-depth study of any given topic.
The book discusses internet campaigning, but not with the kind of comprehensiveness that is needed now. In fairness, the book was written in the 90s, before the indispensable role of the internet in political campaigns had been established. The modern professional can easily augment the materials in this book with independent research on internet campaigning, which is readily available.
I highly recommend this book for the campaign professional and manager.
Lots of info, but poor explanations.......2005-05-25
I bought this book in October and have only finished it this May. I could only handle reading a page or so at a time because I found the style of this book awkward, stilted and difficult to follow. The 'conclusion' at the back of the book was particularly hard to read with the author evidently trying to impress the reader but failing to do so with me. The book also contained terminology and processes unique to the USA that was not explained such as GOP (which I found out through Yahoo is a reference to the Republican party) and 'auditor' elections. I still don't know what an auditor election is !
There is no doubt there is good information in this book, but it lacks humour which makes it dry, and did not flow well. That's why I could only manage a page or so before having to put the book down for later on.
Excellent.......2003-12-29
Shea definatly puts the science into political science. I found the book went further than most in analyzing most aspects of campaigning. I've read all the books from Robert Thomas, Gary Bosley, Catherine Shaw, Ireland and Nash, and now Shea.
I think Shea has the better book, but all should be read and read again, for I have found useful information in all of them. Three days before 9/11 I entered the race for my City Council. Totally unprepared and overwhelmed I bowed out before the election. I'll be trying again for a seat on my city council in the next off year election cycle and I found the chapters on prior electoral targeting very helpful. Both the book and my volunteer work in other races have taught me a valuable lesson.
Most important, have the support of your family, then begin early (in my case two years), do your homework, and cultivate relationships with movers and shakers. No book can ever replace the real world experience of working for a candidate or party, but Shea, more than others has provided me the rough framework for a realistic and successful attempt at public office.
Good Overview of the Biz.......2003-06-30
As someone who has spent their entire professional life in politics, this book did not break any new ground. However, as someone who now teaches democracy in the former Soviet Union, I do like to read these types of books to order my normally scattered thoughts and be able to communicate ideas more effectively.
Shea's update of his orginal 1996 text is a very competent overview of most aspects of modern campaigning and is highly recommended for anyone working in the business or anyone who just wants to know how modern campaigns function. The book is highly modular, you can read various sections independently of each other. Shea pays close attention to research - a topic often given short shrift in many campaigns but deadly necessary in developing strategy. He covers well opposition research, precinct targeting by electoral history and polling (including the differences between different types of polls and why the ballot test is not necessarily the most useful. Something I can't get the Azeris to understand!!!)
Shea and Burton also explain the various aspects of paid and earned media strategy, including the use of "new" media. (I'm not sold on the use of the Net to move message, but it does have excellent fieldwork potential.) Their sections on fundraising and fieldwork are a bit skimpy, but certainly enlightening to people unfamiliar with the campaign operation.
All in all, Campaign Craft is a solid workhorse of a book, dutifully explaining in good detail the various aspects of a modern political operation. It's well recommended to anyone looking for an overview of the biz.
Fantastic Book - Useful and Informative.......2002-08-02
This book is one of the first books I reccomend whenever anyone asks me for a primer on political campaign strategy. This book is not for true beginners - if you don't know how to run a get out the vote operation or organize your grassroots organization, buy this book AFTER you've read a book geared towards beginners.
If you know the basics though, this book will guide you through Political Campaign Strategy 201 - it is a great, intermediate level work.
I wrote "25 Fundraising Secrets - Raise More Money, Guaranteed" to give political candidates some great advice on fundraising for thier campaigns. I often tell readers of my book to check out Shea's book as well, which has an good fundraising strategy section that gives the basics, and compliments my "secrets" book well.
Book Description
The Electoral College has played an important role in presidential politics since our nation’s founding, but surprisingly little information exists about precisely how it affects campaign strategy. Daron R. Shaw, a scholar who also worked as a strategist in both Bush-Cheney campaigns, has written the first book to go inside the past two presidential elections and reveal how the race to 270 was won—and lost.
Shaw’s nonpartisan study lays out how both the Democrats and the Republicans developed strategies to win decisive electoral votes by targeting specific states and media markets. Drawing on his own experience with Republican battle plans, candidate schedules, and advertising purchases—plus key contacts in the Gore and Kerry camps—Shaw goes on to show that both sides used information on weekly shifts in candidate support to reallocate media buys and schedule appearances. Most importantly, he uses strikingly original research to prove that these carefully constructed plans significantly affected voters’ preferences and opinions—not in huge numbers, but enough to shift critical votes in key battlegrounds.
Bridging the gap between those who study campaigns and those who conduct them, The Race to 270 will provide political scientists and practitioners alike with fresh insights about the new strategies that stem from one of our oldest institutions.
Customer Reviews:
Prof Shaw is a genius.......2007-06-02
We had Dr. Shaw as our government teacher at UT Austin. He put this book on the syllabus. His book is amazing, the mans a genius. His political insight is unparalleled. I wish everybody could have the pleasure of meeting him.
Book Description
"Professor Bruce I. Newman correctly points out that in this information age, a candidate and his staff can test a new issue or idea very quickly, and if it looks salable, arrange to have the candidate get it before the correct bloc of voters in a very short period of time. . . . Newman is also correct in noting that the political party, as an institution, is no longer as dominant in elections. . . . Political junkies will love this material." --Conservative Review The Marketing of the President documents how political candidates are marketed by the same sophisticated techniques that experts use to sell legal and medical services. Bruce I. Newman addresses issues of serious concern to the health of the political process as he examines the roles of polling, direct mail, 900 numbers, and television in advertising. Using the 1992 presidential election as a case study, this extraordinary volume reveals how the American political process has been transformed--for better or worse--by the use of marketing techniques.
Average customer rating:
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Advertising Campaign Strategy: Fundamentals of Planning, Designing, Implementing and Evaluating Advertising Campaigns
Allen Smith
Manufacturer: Kendall/Hunt Publishing Company
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