Book Description
Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
Customer Reviews:
Good intro to IMC.......2005-09-22
I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.
From a Marketing Student.......2002-11-24
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
Extensive in theory but current and entertaining.......1999-11-10
This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.
An awesome book!.......1999-09-28
I have just completed reading Advertising and Promotion: An Integrated Marketing communications Perspective by Belch and Belch. I found it to be the best source of information available on this topic. The text is extremely comprehensive, yet very interesting to read. At my job as a marketing director, this book is invaluable. I strongly recommend it to anyone who wants to learn how to develop an integrated marketing communications plan. I will also suggest it to my advertising agency.
Book Description
In this revised edition of her best-seller, noted sales consultant Linda Richardson offers salespeople the tools they need to successfully use customer-focused, dialogue selling. Featuring real-world dialogue samples, helpful dos and don’ts, self-tests, checklists, and other useful tools, this guide offers insight on every aspect of face-to-face selling, from the initial introduction through the needs identification and the negotiation of terms and price to the successful close, with prime emphasis on the six critical skills necessary to the dialogue-driven sales call: presence, rapport building, questioning, listening, product positioning, and checking.
Download Description
In this revised edition of her best-seller, noted sales consultant Linda Richardson offers salespeople the tools they need to successfully use customer-focused, dialogue selling. Featuring real-world dialogue samples, helpful dos and don'ts, self-tests, c
Customer Reviews:
Great advice (if you can assimilate it).......2001-05-25
The problem with any "how to sell" book like this is, until you can integrate the advice given here so that it comes naturally to you, you will sound as mechanical and forced as some of the "tellers" Richardson criticizes. I used to sell big-tiicket business-to-business, and I can say the advice here is timeless: engage your customer, identify what your customer's needs are and position your product so that the customer realizes that your product meets their needs. Of course, if the customer doesn't need your product, then maybe you need to learn some of those "hard-ball sales" techniques (or find a better product!). No amount of customer empathy, listening, or product positioning will help you overcome a customer-product mismatch. Which brings me to a point: although Richardson argues against this, I think playing hardball has a place in negotiations; remember, the party you are negotiating with doesn't always have to feel warm and cozy inside in the process. A true persuader will know when to be soft and fluffy and when to apply the pressure.
Also, the whole paradigm-replacement languuage ("we are moving into a new age of selling...") is corny. The advice Richardson is giving is not new or revolutionary, as she claims. But she has succeeded in organizing a lot of really good sales principles in a clear and coherent way which can easily be appreciated by readers.
I read this book together with Richardson's "Selling by Phone" and frankly, one is just a rehash of the other. Richardson copied entire paragraphs from one in writing the other. So save your money and buy just one of the two. But if you are an accidental salesperson, or even if by trade you are not a salesperson but you are occasionally called upon to negotiate (maybe you are a lawyer or a manager) Richardson's books will be a refreshing introduction to the discipline of negotiation and persuasion.
excellent, customer oriented common sense.......2000-07-08
After reading plenty of those "say what I say, exactly as I say it" sales books, none of which I found truly helpful out in the field, this book was like a breath of fresh air. Easy to read and easy to adapt to personal styles it is a treasure trove of good advise. If you actually care about your customers and want them to return to you on a regular basis, this is the book for you.
should be a textbook for sales classes.......2000-06-09
From my many varied experiences, I realize that I just don't like selling, but when I was trying to bone up on my sales skills, I found this book to be the most useful. It is heads and shoulders above other books on the subject and it was so intersting that I probably read it cover to cover in a day or two. The advice is extremely practical and you are learning great principles of selling. You are not learning a bunch of closing dialogues that only work for the person who invented them. Easily digested, the principles allow you to adjust your approach in mid-sale because you are asking questions whose answers will tell you what you need to do or say next (positioning.) Tons of great info here. It should really be a textbook for sales classes.
Eye-opener and Instant Results Obtained.......2000-04-01
I manage a distributor sales force throughout the U.S. and Canada. After reading this book (actually WHILE reading this book) I applied the information and witnessed immediate success, as did my sales reps. The information is direct, common sense, well presented, easy reading and entertaining. It is not full of 'theory', but actual 'meat' that can be applied each day after reading even a chapter or two the night before. I am buying books for each of my reps and feel it is one of the best gifts I could ever give them. Well done!
Book Description
Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
Customer Reviews:
Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card.......2007-09-27
The price was below what my local University was charging by close to $[...] and this is compared to the used price. I chose ground delivery and I received my order ahead of schedule. I would definately buy from [...] again.
Advertising Text Book.......2007-02-08
This text book is written better than most. The writing style kept my interest better and it uses interesting examples.
Book Description
As founder of Beckwith Advertising and Marketing, HarryBeckwith learned early on in his career that no matter what product isbeing sold, the most important component of the sale is you. Here Beckwithteams up with his wife, motivational speaker and former sales executiveChristine Clifford Beckwith, to provide tips, anecdotes, and insights basedon their 30 years of selling experience. Written in a traditional homespunstyle, the Beckwiths offer doses of humor and practical knowledge to anyonewho wants to learn how to seal the deal and thrive in business.
Customer Reviews:
You, Inc.: The Art of Selling More of the Same.......2007-10-16
Please, save yourself the money! You, Inc. is an OK book that covers a lot of basic information for people completely new to sales or a profession/career that does not deal routinely with people. I found the writing style no better than eight grade level. If you want a light read, and one with more humor that you can reference easily, I recommend Jeffrey Gitomer's books over this brochure by Beckwith. Thin self-help books like Beckwith's validate that money can be made by copying every other book on the market, slapping a 'sticky' title on the cover, and adding to the authors growing fortune. Please don't add to his already significant pile.
Not bad, but not great.......2007-10-11
The book wasn't a waste of time. There were keen insights shared. My problem was that you had to turn too many pages to read them. As opposed to books such as Blink, or Made to Stick, this book seemed "cheap." Honestly, I felt like I was reading motivational literature.
kris.......2007-09-22
Good book, with lots of wisdom and forgotten common sense. I enjoyed reading the book - very easy style and got pumped up with energy after reading. Brings to light lots of obvious things in life and business, which we tend to easily forget.
Brilliant!.......2007-09-22
Like Beckwith's other books (I've read them all), I really enjoyed it. For me, each book has built on the previous one. I also find Beckwith's books easy to read. It's as if they are written in "bite-size" pieces to be easily digested. :-) Once I get started, I have a hard time putting them down. I read You, Inc. in two sittings. My brain feels like it "ate too much!"
You, Inc. is another book I will highly recommend to my dental colleagues. Well, I've recommended ALL of Beckwith's books to my dentist friends! I think You, Inc. and What Clients Love are particularly well-suited for dentists. Both of them are "chock-full" of pearls. Both are books that should be read multiple times. And, I've used many of Beckwith's concepts in my website and my business.
Between my wife and me, our copy of You, Inc. has virtually doubled in thickness because of all the dog-eared pages. It won't even close normally!
You, Inc. was an outstanding read, and I know I'll be putting some of the ideas to work starting tomorrow!
So so.......2007-09-15
Sorry everybody but I didn't think this book was all that great. There really wasn't anything new in here that I haven't read or heard before. It seems like all books like this have the same ideas but put in someone else's words or through their own stories.
Book Description
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.
Customer Reviews:
Positioning: The Battle for Your Mind, 20th Anniversary Edition (Purchased on 09/04/2007) .......2007-10-05
I still haven't received my purchase, so reviewing it will be a tad bit difficult...
Got inspired!.......2007-09-21
I've got inspired from the basics in positioning. It delivers good examples of many American companies' positioing. I got inspired so that I can get my paper done very soon.
The best book ever on marketing/advertising/brand management.......2007-09-13
I make every new employee read Positioning no matter what their job description because it is really a book about the "battle for the consumer's mind", and that battle is waged in every department of every organization.
Positioning is the rule book for marketing success and the great thing is all the examples. Yes they are somewhat dated, but they make the rules easy to understand.
This is the book nobody at Ford read before they redisigned the Taurus from number 1 in sales to a hole in the ground.
If you work in brand management or advertising you must read this book. It should be stashed in a "break-glass-get-book" thing at every exit of every ad agency.
If you are studying marketing at college, you should memorize every word in the book and major in something else, and come out with the equivalent of a double major.
The importance of perception.......2007-05-13
If there's one thing that makes Positioning a classic and something that should be on the reading list of any marketer is the fact that it highlights what is the core of any marketing- perception is reality. It doesn't matter how good your product `really' is, or how hard you try, what matters is how your target perceives you vs competition. That basic truth, and how you could occupy the most desired position in the target's mind is the crux of this book. Perhaps some of the examples could get updated, but bottom line, this is the definitive book to read for any aspiring marketer.
- Mainak Dhar, author, Brand Management 101: 101 Lessons from Real-World Marketing
outdated.......2007-03-30
Positioning makes a few basic points that are helpful for someone who is not familiar with marketing basics. However, the examples are so outdated that some now disprove the authors' arguments. The more detailed chapters make less sense in an electronic culture. This book is really only useful now for those broad, basic ideas in the first chapters.
Book Description
Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.
Book Description
A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business. He identifies the dos and don’ts and uses real-world examples to prove his points. If you make pitches for new business, this is the perfect book for you.
Customer Reviews:
Creative Thinkerer.......2007-09-07
It's a hard book to pigeonhole, as you can tell from the other reviews. It's quite applicable to people in agency life, but it's by no means an ad-person's book. If your life involves coming up with creative ideas and convincing other people to buy into them, it's very worth your time. Yeah, there are some tangents, most are diversions to make a point. Every 10-15 pages I tagged things I want to return to later to put to use. Lots of good thought-starters about what to do (and perhaps more importantly what to leave out) to get people excited about your ideas.
The Art of Presenting to People.......2007-06-23
Advertising is a people business, I guess, so is canabalism. This book centres you back to the concept that presenting is persuading, selling and entertaining. Do your homework, prepare and enlighten. I use to work in advertising, but now sell jobs for the army. I have taken what he has expressed on board and used to my advantage. I no longer present by 'Death by Light Pro', but engage my audience and use Jon Steels suggestions to help my candidates make informed decissions. Thank you Mr Steel. I reconmend this book for all in business.
A big favor..........2007-03-07
Jon Steel did us all a great favor. A great favor to business people. A great favor to presenters and those who must sit through those presentations.
This book makes you realize things you wouldn't think about when preparing for a presentation. It helps you understand that everything you say during a presentation must reflect what your big idea is. It would make us approach presentations differently. Presentations are conversations. Hey, we are presenting to real people! Let's treat them as such...
It is clear that the goal of this book is to make us all better idea-sellers, not only in the field of advertising. Jon Steel writes some great "to-do" lists, suggesting the best ways to approach certain situations. However, those "to-do" lists are backed up with personal experiences that make this book much more enjoyable and easy to read.
From the mentioning of Bill Clinton's presidential campaign, OJ Simpson's trial and "The Perfect Pitch" - London 2012 Olympic bid presentation - this book shows that good presentations not only win new businesses...
Re-discovering the art of engaging storytelling .......2006-12-18
Jon Steel is a rare breed of truly smart, creative thinkers. Though originally from an advertising background, The Perfect Pitch is by no means simply an "advertising book." It is a book about ideas and how to sell them, regardless of your business.
Jon believes that in business we all too often hide behind boring Powerpoint slides as it is easier to simply read from a slide than it is to step out and actually engage with your audience. He believes in finding an active insight from which to base the strategy and thinking and from there, developing an engaging and motivating story.
Essentially in a pitch situation you have a limited period of time to connect with your audience and involve them in the story you are telling. It's not about animated slides or embedded video links.
William Goldman, the scriptwriter, has a very similar premise in Adventures In the Screen Trade. He too talks about the critical importance of the pitch (in his case, pitches for movies) Goldman highlights the importance of finding the hook that captivates and motivates your audience.
Having had the pleasure of working with Jon, in fact on one of the pitches that he references in the book, it is fair to say that he practises what he preaches. The advice he gives is refreshingly free from jargon and rooted in simple common-sense that sometimes we can forget.
This book is an essential tool for anyone who is ever in pitch situations with their clients.
More than an anti-powerpoint rant.......2006-11-12
It would be easy to dismiss (or embrace) Jon Steel's book as a tirade against powerpoint. To say that at worst it's nothing more than a tirade against the poor use of a presentation tool (actual clip art died around the same time as the Queen Mother didn't it?) and that at best that it's an intelligent attack on a tool that has changed the way that we think. Both arguments miss the point. Yes turning Winston Churchill's best speech into PowerPoint is the highlight of this book but it's one point amongst many.
What this book seems to me to be about is creating the space, time and atmosphere needed to think. Whether that means taking a sledgehammer to your blackberry or your officemates to a baseball game the message remains the same - you win business when you have better ideas than other people; and you have better ideas than other people when you allow your subconscious to do some of the work.
Yes the book occasionally meandors, but then so do the best brains. Yes it draws on personal experience, yes it works its way through some seemingly unconnected thoughts, returning to connect only some of them - but then isn't that the central argument in the book. It's the curious mind that wins the day.
So whilst this isn't a bullet pointed, Donald Trump-esque WIN. AT. ALL. COSTS. BY. DOING. IT. THE. BILLIONAIRE. WAY. ! ! ! ! kind of book it is a kinder, gentler, more human, more nuanced and ultimately more insightful peek behind the curtain of big business and what it takes to get the people with the big bucks to buy your ideas.
Perfect Pitch may not be the book that thrusting young American execs may think that they need, it won't be on the shelves of any of the 'contenders' on The Apprentice - which is why so many of their ideas will be as predictable as their hairstyles.
recommended
Amazon.com
The Copywriter's Handbook is somewhat out of date. There are no references to Web sites or the Internet, and author Robert W. Bly advises that a freelance copywriter have a good typewriter. No matter. Bly has compiled an incredibly useful resource for budding, and even experienced, copywriters. Bly calls his book "a step-by-step guide to writing copy that sells." And that it is: Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters). This is a terrific book. If you don't take my word for it, take David Ogilvy's: "I don't know a single copywriter whose work would not be improved by reading this book," he says. "And that includes me." --Jane Steinberg
Book Description
This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attentionand sell more products. Among the tips revealed are eight headlines that workand how to use them eleven ways to make your copy more readable fifteen ways to open a sales letter the nine characteristics of successful print ads how to build a successful freelance copywriting practice fifteen techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriters Handbook remains the ultimate guide for people who write or work with copy.
Customer Reviews:
Want to Write For a Living? Bly Shows What It Takes.......2007-10-21
Highest recommendation!
I'm a copy writer for a small company serving businesses across the country. I learned the ad writing business "on the fly via Bly" after miraculously landing a copywriting job when a very brave Pacific Northwest employer decided to take a chance and hire me -- even though I didn't have a single day's worth of "in the trenches" experience beforehand!
My resume documented that I had written four books and dozens of articles for magazines and newspapers, but writing advertising copy is a whole 'nuther animal!
Because of Bly's excellent books (he has several -- none of them will steer you wrong) and a few others by Joe Vitale, I was able to jump into the new job and truly wow diverse clients from the get-go. The information and insights in The Copywriter's Handbook saved my bacon!
Kristine M Smith, Author
DeForest Kelley: A Harvest of Memories : My Life and Times With a Remarkable Gentleman Actor
Every copywriter's best friend - a must-read keeper.......2007-10-03
Bob Bly is the master of showing beginning copywriters how to write compelling copy. He also knows all there is to know about the copywriting business.
If you're just starting out in this business, you must buy this book and any time Bob updates it, buy the new one.
He helps you know what to charge. He guides you in the rules of the road in a way you'll understand. Reading this book could be the ticket to a great career for you. So pick up your ticket and enter the world of copywriting.
Highly recommended --- especially for beginning copywriters or those who need a handy everyday reference to refer to when they have a question.
The Copywriter's Handbook.......2007-08-29
Excellent service.
Arrived really quick and in excellent packaging.
Love the book, Thank you!
Breaks down the basics of writing killer copy.......2007-07-28
Before I started my own copywriting business years ago, this one was my first books on the subject. And I still refer back to it periodically. Bob Bly is a copywriting legend who is well-known for making the fundamentals of writing great copy easy to understand. Whether you're thinking about a writing career, or just need to make your marketing materials more effective, this is the perfect primer for anyone who wants to learn how to write to sell!
Good for direct response copywriting, but not so great for ad agency writing.......2007-05-18
Since this review is largely negative, I should admit that "The Copywriter's Handbook" can be found near my desk and I reference it often.
With that confession, I'll take my first punch: the author of this book has never won an advertising award. Not one that matters, anyway. But in Bob Bly's world, awards really don't matter.
Since 1985, "The Copywriter's Handbook," has been a guide to the ugly but lucrative subculture of advertising called direct response. In this world, Bob Bly is a self-anointed diety. Since the book was first published, mobs of enterprising disciples have drunk his Cool-Aid, hoping not for a promised land, but a six-figure salary.
It's true that copywriters can earn $10,000 for writing one letter. Of course, it's a direct response letter. The kind beleaguered with double underlined sentences. Features explained through benefits. Promises punctuated with exclamation points. And, of course, the grand finale is highlighted in yellow: an offer that must be acted upon immediately.
For industrious writers who want to come up with this stuff, "The Copywriter's Handbook," is considered a bible. But for anyone who aspires to create concept-driven advertising, there's not much in this book.
Bly starts this work by taking sides against concept-driven advertising. He explains, "A copywriter is a salesperson behind a typewriter." He warns against becoming "an artist or entertainer." For if you go down this dangerous path, Bly warns, "Your copy will be wasting your client's time and money."
Although I don't do direct response, as a freelancer, I write a lot of stuff that's not artistic, entertaining, concept-driven advertising. I often write stuff that works hard at doing more than building a brand. For those jobs, this book contains a lot of practical advice.
Of its nearly 400 pages, I found Bly's lists most helpful. "Copy motivators" offer 22 reasons why someone might buy a product, a good thing to ask your client before writing. Bly offers interview questions too, many of which I have incorporated into my own. He also outlines different types of ads, which can be useful in finding direction for an ad. Will we do a question ad? A testimonial? An offer of free information?
But for all of his juicy nuggets, so many of Bly's examples read like spam. They sound too good to be true, killing the credibility of his work. So much so that I think his audiences must be incredibly stupid to read - let alone respond - to what he writes.
"Would you pay $1,000 to save $5,500?"
"One of a kind. Is that phrase a little trite? I used to think so until I tried to find you. ..."
"Three years ago this month, a man I know - he was then a vice president of a big corporation in Illinois - walked into his boss's office and handed in his resignation. Two weeks later, he started his own company. ..."
Aren't we past this kind of stuff? Judging by the number of people who make serious cash writing Bly-style advertising, apparently not. I know that I don't allow any of it into my life, not even from nonprofits and politicians I believe in.
Despite the money to be made, you won't find me crossing to the schlock-y side of hard-sell direct response advertising. Even knowing about the profit potential of this work, I still want to create cool, concept-driven creative work. Because unlike Mr. Bly, I know that my kind of advertising can work for clients.
I recommend: How to Write Great Copy: Learn the Unwritten Rules of Copywriting
Book Description
Call to Action includes the information businesses need to know to achieve dramatic results from online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, then this book is your call to action.
Within these pages,
New York Times best-selling authors Bryan and Jeffrey Eisenberg walk you through the five phases that comprise web site development, from the critical planning phase, through developing structure, momentum, and communication, to articulating value. Along the way, they offer advice and practical applications culled from their years of experience "in the trenches."
Customer Reviews:
This book was not what I expected........2007-06-27
I am giving this book 2 stars because I thought it would be great, like Seth Godin or the Wizard of Ads books. I expected a book of "Secret Formulas" as the title says. Instead it felt like a well-written Website 101 book, 90% common sense plus a few good tips sprinkled in. No "oh wow" moments here. Big disappointment. Honestly, I kept reading page after page waiting for the meat, but it was just 2 pieces of bread.
simple & useful.......2007-01-13
I've just started to read this book, but only the first pages let me know I can learn lots of simple things that can improve my business.
It's very easy to understand, good explanations, and very simple but big ideas to work on.
Buy it! (...i promise you i'm not the author and not his mother..)Believe me.
Call to Action: Secret Formulas to Improve Online Results.......2007-01-10
This book is easy to read and has a wealth of good information on creating an e-commerce site that will sell products.
A new must-have reference for online persuasive marketing........2006-11-18
In a world full of books that promise to show you the way to that elusive, successful conversion metric this one delivers. It not only explains the fundamentals but gives you some real-world insight and know-how. It is well written and an easy read. I've marked this book up with more highlighter than in a college text book. Definitely worth every penny.
Very well written book, a "bible" for internet business owners.......2006-07-25
This book is for every decision maker of an Internet business that sells products or services online or offline.
It explains in very clear and non-technical fashion what to look out for when designing web pages and get visitors to do what you want them to do ... and things you should not do as well, something often forgotten when it comes to the question "How to improve the conversion of visitors to customers?"
You can trust the two of the foremost experts about this topic, Bryan and Jeffrey Eisenberg. The know and can prove it with tons of customers they helped to improve conversion via their professional service company with the name "Future Now".
You should also check their other books and the free goodies they offer on their Website. A fountain of knowledge.
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.
Customer Reviews:
Great starter for aspiring art directors........2007-06-10
I'm an advertising professor, and I've used Landa's "Advertising by Design" for three different classes when teaching an Introduction to Advertising Design course.
The book is clearly written, organized well and rich in contemporary examples. Landa does a good job of discussing the problem-solving aspects of the art director's daily grind. And she very quickly establishes that there is a significant difference between graphic design and advertising design.
In her next edition, I'd like to see a section dedicated to ideation, perhaps talking about SCAMPER, non-linear brainstorming and other tools to help the student develop a good conceptual foundation. But, overall, I would recommend this book without reservation.
So helpful!.......2006-03-20
Finally a book about advertising that helps the reader understand how to develop relevant concepts as well as design! There are so many great examples of concept categories and so much excellent info on how-to create a cohesive campaign. The info on guerilla advertising and TV is very helpful.
Great info on designing ads.......2004-06-04
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!
Books:
- Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
- Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
- Advertising: Principles and Practice (7th Edition) (Advertising: Principles and Practice)
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
- Business Market Management: Understanding, Creating and Delivering Value (2nd Edition)
- Creating a Profitable Catalog: Everything You Need to Know to Create a Catalog That Sells
- Customers For Life: How To Turn That One-Time Buyer Into a Lifetime Customer
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Recommended Books
- Student Achievement Through Staff Development
- Families and Society: Classic and Contemporary Readings
- The Hal Leonard Pocket Music Dictionary
- The Handbook of Blended Learning: Global Perspectives, Local Designs
- Unconventional Success: A Fundamental Approach to Personal Investment
- Conviction: A Novel
- C'est La Vie: An American Woman Begins a New Life in Paris and--Voila!--Becomes Almost French
- Measuring and Managing Operational Risks in Financial Institutions: Tools, Techniques, and other Res
- The People of Sonora and Yankee Capitalists
- Untitled
General
| Business & Investing
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New Products Management (Mcgraw Hill/Irwin Series in Marketing)
Consumer Behavior
Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card
International Marketing (Mcgraw Hill/Irwin Series in Marketing)
Consumer Behavior
