Amazon.com
As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.
"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality. While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman
Amazon.com Audiobook Review
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler
Book Description
How to build a product or service into a world–class brand.
In today's competitive world, it is no longer enough to have a superior product or even a great advertising campaign. Today's consumers are more savvy than ever, and ample competition has allowed them to become more choosy. The only way to stand out in today's, and tomorrow's 埣luttered marketplace is to build your product or service into a brand. 22 Immutable Laws of Branding is the definitive work on brands and branding. In the tradition of 22 Immutable Laws of Marketing, this book is illustrated with anecdotes from some of the best brands in the world and explains how any product or service can be built into a brand.
Customer Reviews:
Great book.......2007-10-10
Excellent book. Although the 22 laws may not be immutable they definitely are impossible to overlook. This book is packed with practical examples of where major corporations failed and succeeded, by breaking or following each of the 22 laws. Definitely must read if you're interested in creating a strong brand.
What a Book!.......2007-09-22
I never read a book more packed with incredible insights that this one. My company, Astonish Results (www.astonishresults.com) provides consulting to mortgage companies. I will recommend this book to every company we consult.
must have for business owners.......2007-09-11
As a small business owner and someone who was new to the business side of running a business I have found this book an absolute necessity in my daily business life.
Something to think about.......2007-08-11
I read this book with pleasure. It contains a lot of common sense and showed how people are influenced in their choice of branding features by what others have done and not what makes sense. I hope to use much of the information in my firm for our software branding.
Steven Calkins
Cross Media Solutions
Würzburg, Germany
Excellent work.......2007-05-26
I must say I have become somewhat of a Ries groupie. Al & Laura Ries along with Jack Trout have created some of the most thought filled pieces within the Branding, Marketing and communications world today. This one lives up the all the hype. The 22 Immutable Laws of Branding is a masterpiece to say the least. I began seeking out new books on the topic and thought why not hear from the gurus of the field. I had read The 22 Immutable Laws of Marketing first and it lead me to this great piece. I am a marketing student not just in the classroom but for life. It is what I do, therefore learning more is what I must do.
Once you began your journey for more knowlege on Branding and relating fields you will side with this book. Branding lives with the perpection that is placed int he mind of the consumer. In all my many marketing classes have I not discussed the many issues that come up in this book. To be a great marketer or branding strategiest you must seek out information from all levels of the field and then rethink those thoughts in regards to your position and situation. This book places you in the right mindset to do that and much more. So begin the process...
Book Description
Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.
Customer Reviews:
Essential reading for entrepreneurs and sales people.......2007-10-20
I am not a marketer, but getting marketing right is critical. If an entrepreneur or sales person reads only one book on marketing, this would be it.
Trout and Ries write the laws on marketing.......2007-09-27
Using actual examples and sharp analysis, Al Ries and Jack Trout offer 22 "laws" that amount to a basic, concise distillation of their marketing experience and wisdom. Their examples are pithy enough to keep the most jaded marketing person engaged. And their lessons are embedded verities that would be hard to dispute. The only drawback is that this classic may be a bit dated, so it is interesting to see how surprisingly well some of their original observations have fared over the years. We recommend this classic to anyone seriously interested in marketing. After all, you can't ignore the law.
Timeless laws.......2007-07-14
Although this book is rather old, and was written before the online era, these marketing laws are timeless and should be etched in to the mind of every marketer. Highly recommended, even in 2007.
Still A Great Book.......2007-05-20
Although it was written in 1994, this book holds strong as an good resource for marketing professionals. It is a fun and fast read that will get you focused on what you need to be doing to be a successful marketer.
"Great Place to start for the beginner"........2007-05-11
This book was fun to read. It is straight to the point, a quick read, easy to follow and written for the novice or expert with lots of meaningful contents, great ideas and examples. It is not a book that will leave you confused, it will leave you with a full understanding of what it takes to be successful in marketing. This book is not going to turn you into a marketing guru over night. "Marketing situations are subject to a zillion of circumstances" as Alexander Repiev puts it. This is just a primer on the subject. However, this book's concept is very faddish. It is very contradictory and deceptive as some of the laws depict, but by the time most people realize it they would have already spent their money on the book.
Average customer rating:
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Life and Health Insurance Law , Loma Edition
Muriel L Crawford
Manufacturer: McGraw-Hill/Irwin
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Life and Health Insurance (13th Edition)
ASIN: 0256166994 |
Book Description
This text presents the major principles of life and health insurance law in a manner that will allow students without legal training to readily understand them. The purpose of this text is to educate students to recognize legal problems so that they can seek advice from legal counsel. The LOMA edition will be the only version of Crawford that we offer. If universities are interested in using this version, we will need to work with the Custom Publishing Department to have the cover of the text altered. The textual information can be utilized as it is. New material concerns court oversight of lawyers, market conduct, the new NAIC Life Insurance Illustrations Model Regulation, genetic information, the constitutionality of punitive damages, state statutes limiting punitive damages, the Federal Health Insurance Portability and Accountability Act of 1996, minimum premium plans, self-funded plans, stop-loss contracts, managed care organizations, utilization review, case management, health care fraud, the NAIC Model Variable Contract Law, qualified assignments of liability, Internet advertising, race discrimination, and age discrimination. Discussions of laws that have been repealed, reversed, or overruled, have, of course, been deleted from this edition.
Customer Reviews:
Easy Reading.......2001-07-08
This book is the third level (not including ACS) in obtaining your FLMI designation. Of the LOMA books I have studied, this has been the easiest reading. The case studies in the book were easy to understand. This book is well written and very interesting. If studied/read all the way through, you will receive a vast knowledge of insurance and how federal/state laws play a part in the insurance world.
Book Description
Based entirely on research from peer-reviewed journals and randomized controlled trials,
The Sixty-Second Motivator is an easily read story that reveals practical motivational techniques. In less than 100 pages, readers will have the necessary tools to enable them to motivate themselves or others. A handy worksheet is also included which guides the reader through the motivational process.
Customer Reviews:
Sixty Second Motivator.......2007-09-19
This is a great little book. It is written in a light style that makes it easy to read and digest the principles that Jim spells out. If you have ever tried to make a change and been unsuccessful in accomplishing your goal this little book will help you to understand why you failed and how you can increase your chance of success. I found it to be helpful both with my own personal goals and in better understanding what may help to motivate my clients to achieve their stated goals.
It Really Works!.......2007-08-08
Forget the motivational seminars, DVDs, and CDs. This little book has more insights into motivation than anything else I have seen! No hype here.
The author has taken complex concepts and made them easy to understand in an entertaining way. I use the practical tips not only to motivate my patients, but also to motivate myself!
The Sixty-Second Motivator- Book Review.......2007-06-12
Both my husband and I enjoyed this book a lot. We found it to be a neat, well organized little book written in an easy-to-understand, straight-forward style that is genuinely enjoyable while at the same time providing valuable insights about why we do or do not do things. While we found it quite analytical about key factors concerning motivation, the book didn't make us feel intimidated or "preached at". The tone of the book came across to us as friendly, low-key, very helpful, analytical and a valuable "keeper" to refer to in life's future situations.
Excellent read!!.......2007-03-08
This is an excellent read and one book you will finish reading. They say that most poeople don't finish books they buy, but this one is soo relevant to our lives that you will want to read it cover to cover several times! Keeping it in my day planner for a random quick read infusion throughout the day helps keep me on track!!
The missing link!.......2006-09-19
Having read Jim Johnson's No Beach No Zone weight loss book, I knew WHAT to do, plain and simple, and WHY it was important. So why wasn't I doing what the book laid out as a proven plan for weight loss? It's all about motivation. There's even a chapter on motivation in his weight loss book - but this book takes it one step further, into the science of motivation. Personally I think both books dovetail into one another well, especially if your lack of motivation happens to be in the field of losing weight. The science of how to lose weight permanently, and the science of motivating yourself to do anything. Once again, this is all based on research and not what one guy thinks.
One of the best surprises about this book is the way it is written. Without giving away too much, I can tell you that this book is more of a story than a collection of facts, and reads almost like a mystery. One thing's for sure, it's extremely engaging. I read the whole think in one sitting; the research and strategy don't take volumes to explain or lay out. I'm not one to read huge volumes, and Jim Johnson always makes a concise read devoid of medical mumbo-jumbo. The actual motivation chart takes up one page and really makes you think about what makes your own self "tick". The only excuse for not getting motivated is if you aren't willing to give up one hour of your time, and a little more time spent thinking straight.
Book Description
Supported by more than one hundred candid interviews with top law partners across the United States, this best-selling law practice management book reveals how law firms can become marketing giants by learning a new conceptual foundation behind professional service marketing, advertising, and most importantly the secrets behind delivering great client service. This book promises to unlock revenue potential, bring marketing goals into focus and bolster confidence for law firms of all sizes.
Customer Reviews:
A Fresh Approach.......2006-11-03
I enjoyed this book. Dahut brings a fresh approach to have the reader think outside of the box when it comes to creating a differentiated new approach for the law firm, and the lawyer or lawyers within.
It's All About Service for Clients.......2006-11-02
This book is a must read for legal marketers, attorneys and those who provide marketing consulting services for law firms. If you take the time to not only read the book but also, seriously think about what the author is saying, and then incorporate those ideas into your the culture of your practice or the firm's practice, you will be rewarded.
Dahut's book is definitely not typical of the books one finds in the legal marketing area that tell you how and what to do. Rather he presents a powerful case that attorneys and law firms need to become client centered and to do so by changing their way of thinking to the perspective of the client. Further, Dahut believes that "... most of marketing is about providing superior service within the context of the client's specific needs and wants."
Attorneys and law firms need to become client centered and provide service that meets the client's needs. So, go buy a copy - read it -- then go implement it.
Not for the solo lawyer; not about marketing, except for the author.......2006-08-25
I was disappointed by this book. I am a solo litigation attorney, and I read the book to get ideas on marketing. It gave me some ideas. Perhaps the most valuable idea was to focus more on customer service; Dahut has an interesting discussion about exactly what that means and how we can do it better. By and large, however, this is a book by and for big firm attorneys. It is about big firm angst and how it can be combated by hiring experts such as Dahut to do extensive consulting work for your firm. Dahut does not acknowledge, and does not care, that most attorneys are solos or work in small firms, and that we have very different issues than agonizing over whether we have lost our soul by conforming too much to dead firm culture.
Strong ideas - useful and inspiring.......2006-06-26
This work is really true to its theme - it offers new perspectives on how to see business development and because of this new perspective, it makes the process very managable. I stongly recommend this book to anyone who is really serious about growing their practice.
An OK effort.......2006-03-20
the book was a quick read. after a few chapters, the message becomes repetitive.
Book Description
"This is the book I wish I had written. Andy Law has redefined the agency for the twenty-first century. It will be interesting to see how many agencies follow his lead." - Jay Chiat, Founder, Chiat/Day
"Passion. Rebellion. Guts. Glory. This book has the breathy pace of a thriller. The story of how St. Lukes takes on the advertising establishment is a merger of the ballad of Robin Hoods merry band and the story of David and Goliath. In fact, its a parable not just for the advertising business, but for all business today and tomorrow. St. Lukes is definitely on to something." - Marty Cooke, Executive Creative Director, M&C Saatchi
"Andy Law is one of the few creative executives who has learned by doing, not just telling. So its exciting to have him chronicle all that learning for us. Having watched him build St. Lukes from the start, it feels like watching Neil Armstrong take his first step on the moons surface. He is truly pioneering how companies will have to be run in the twenty-first century." - Geraldine B. Laybourne, Chairman and CEO Oxygen Media
"Creative Company is an intriguing story that captures the soul of the new economy. It is a must-read for managers who want to bring out exceptional performance in their team-or for anyone who wants insight into the future of business." - Deborah Kenny, Group Publisher, Sesame Street magazines
"Its a big book. It needs to be." - Dan Wieden Founder, Wieden and Kennedy
Why does Fast Company magazine call St. Lukes "the ad agency to end all ad agencies"? How can a company function, let alone thrive, when it has "eschewed conventional hierarchy in favor of the flattest possible organizational layout and the craziest ever decision-making process"? And why on earth would some of the most talented and sought-after minds in the advertising world forsake the fabulous perks available to senior managers and risk everything for a company where no one has even a desk to call his or her own?
In Creative Company, the chairman and cofounder of St. Lukes answers these questions and many more. Andy Law writes candidly and enthusiastically about breaking the agency mold and organizing a company in a completely different way.
St. Lukes is nothing if not different-to many, the agency described in this remarkable and challenging book may hardly sound like a business at all. In 1995, a small band of highly creative people who loved the work but hated the workplace established a company designed not only to get the most out of them, but to give the most back-a company in which creativity, curiosity, versatility, and a sense of fun are assets to be celebrated, not encumbrances to be left outside the door. Law recounts how many St. Lukes employee/owners discovered new sources of satisfaction, hidden talents, and even entirely new careers as they encouraged each other to experiment, learn, and grow. Meanwhile, the agencys annual billings soared to more than $90 million in three memorable years.
Complete with revealing tales of advertising legends such as Jay Chiat, Bill Tragos, Frank Lowe, and the Omnicom chieftains, Creative Company offers a fascinating, warts-and-all tour of the advertising industry. It also fires the opening volley of a revolution that aims to do nothing less than alter the "DNA" of business itself and, in Laws words, "furiously seeks a new, better, more fulfilling, and fairer role for business in the lives of its employees."
The St. Lukes story will challenge your preconceptions, stimulate your imagination, and may even change your mind.
Customer Reviews:
At least a new practice based on a true story.......2006-07-31
This book will delight all those with an interest in the redefinition of the advertising trade in general. If you have already experienced the dinosaurs labelling themselves with new fancy names and changing nothing to their operations, this one is for you.
It might not be a model for all but it shows that the account / creative split invented by Bill Bernbach has at least one sustainable alternative.
It is not a collection of principles but rather a series of attempts at cracking the challenge. Sometimes they fail, most of the times, they succeed (hey, this is still a marketing tool...) but there is always something to learn and there are great inspirational chapters.
To top it all, it is written in a language that even the most illiterate French marketer can understand (and holistic and world changing ideas are NOT the most used words).
Establishing and Then Nourishing a Landscape of Creativity.......2004-02-19
According to Law, business "can treat you as well or as badly as it chooses, yet we devote our lives unthinkingly to it and donate almost all of our knowledge and learning and creativity and sweat without any regard to its true value." On first blush, this comment seems cynical (or so it did to me when I first read it) and yet I agree with the implication that the unspoken but primary objective of most organizations is to protect their own status quo. As a result, "we have achieved only a small percentage of the innovation we could achieve." In this book, Law discusses St. Luke's, "the ad agency to end all ad agencies," in which he and his associates keep on developing new ideas. Their perpetual vision is to open minds. "And because [St. Luke's] has opened its own and the minds of those who have come to know it, I hope this book contributes to the pursuit of that vision and that you, the reader, husband, wife, employer, human are changed by it in some way."
At this point, I hasten to add that Law does not then provide a series of checklists of key points, what to do and not do, etc. His is what I guess could be called a personal memoir whose focus is on a truly unique workplace, the St. Luke's advertising agency in London. It would be foolish -- however -- for any of his readers to use St. Luke's as a model. Worse yet, to attempt to transform their own organizations into clones of St. Luke's. Rather, if I understand Law's objectives in this book (which I may not), he challenges and encourages his readers to think differently about what they do and how they do it, to think differently about the organization in which they do it, and -- in ways and to the extent appropriate -- to redevelop the "landscape" of their working lives.
There are several reasons why I have such a high regard for this book. Here are three. First, Law shares a number of profound insights concerning quality of life in the workplace. To summarize them in this brief commentary (out of context) would, however, trivialize them. Suffice to say that believing in the value of what you do to earn a living and feeling appreciated by others with whom you do it are two of the most important values within a workplace. Second, much can be done to create a physical environment within which to nourish creative thinking. With meticulous care, Law explains how he and his associates at St. Luke's did so. Finally, Law makes an eloquent as well as convincing argument to support his belief that creative ideas about the process of creative thinking are at least as important (if not more so) as the results of that process. Stated another way, creative thinking requires both new "wine" AND new "bottles."
Law insists that this is not just a business book. "It's also a kind of fairytale I guess because at times I still can't believe it all happened the way it did." In addition to being an entertaining raconteur, Law also offers a number of excellent insights as to how almost any human community can become a "creative company." It remains for each reader to answer various "soul-searching questions" which Law poses. Efforts to formulate those responses as well as the responses themselves will largely determine the value of this book.
A human being first, a businessman second........2002-10-19
Don't let the blurb fool you. Andy Law has not written a how-to book about manging creative businesses. If you pick up some tips about how to do so, that's bonus.
Rather, the author poses some fundamental questions about the role of work, and the interplay of one's economic, intellectual and emotional lives. A subject which ought to exercise us more than it does.
I personally wouldn't like to work in the St. Luke's style. But that a company looks first at its role in the community of its stakeholders, and second at how it might make money, makes it an example for companies far beyond the creative sphere.
Unfortunately, I have heard rumours that St. Lukes has actually had to, er, let people go. Not easy in a co-operative. Does some better-informed reader know if it's true? Sad, if it is. And it doesn't discredit Law's philosophical arguments, nor diminish their importance.
BTW, Andy Law writes beautifully.
They did it and it works !.......2001-07-23
This is a great book for at least 2 key reasons :
1) they did it and it works ! They created a SUCCESFUL agency with an 100% ownership equally allocated between every employees ! Whatever are the next step of the story (we enter in recession, and their model will be tested) they had the courage to do it and it worked both one "our" terms (money, growth, ...) and theirs (fun, creativity, ...). I seriously doubt you can export the model beyond the "professional services" sector given the "agency cost" (not ad agency, but "Jensen annd meckling" agency problem) and even but forget theories : this book is about practice and St luke will remain in the history of "organisation design" beyond the agency. Anyway, they did it and it score 1 - 0 for them versus the rest of us.
2) The other point is that the book is very well written and that is not so common to find corporate history with such good writing skills combines
All done, a very good book where you learn as much about business that about "how ready you are to do it" (being myself an entrepreuneur)
Excellent.......2001-06-17
I just completed this book last week, and it really made me think about my business, where I wanted to go (I don't want my employees to be employees... so this opened up new ideas on how to work on projects, with clients, and run an business).
This book does give information about how salary's were done, vacation time, benefits, and even how shares are allotted, etc. It is a very personal testimony of a life ambition.
What this book is not: it is not a book about how a one person business became like St. Lukes. It is about how a merger happened, and a group of people joined together to keep the big-name clients they already had and make a new company. You won't find tips on how to take a 1 person shop to a 5 person shop, but the book will certainly make you think about how to organize your business, how you will work with clients, and give you a glimpse of a company that runs very well.
Book Description
Create an effective, comprehensive communications strategy in an age of information overload
Fax, e-mail, 1-800 numbers, the Internet, infotainmentâwith so many new and traditional media available, it should be easy for a nonprofit to connect with its constituents. Yet each new technology brings new challenges, adding more messages, more voices, and more information to the clamor. Nonprofits now have to compete harder than ever to win the attention of a media-jaded public. That's why it is crucial that today's nonprofits develop comprehensive, coordinated communications plans that are detailed enough to cover all the bases, yet flexible enough to compensate for the unexpected. Strategic Communications for Nonprofit Organizations shows you how.
In this book, Janel Radtke introduces all-important communications concepts and issues in plain English. Taking a wholly practical, in-the-trenches approach, she combines expert insights, real-life case studies, and clear, step-by-step instructions to demonstrate nonprofit communications strategies that work. She provides:
- An easy-to-follow, 7-step program for developing a comprehensive, multifaceted communications plan
- A disk containing all the worksheets, forms, surveys, and self-assessment tools you need to create a total communications plan
- Techniques for matching the message with the medium and for adapting both to specific purposes, such as fund-raising, advocacy, public education, PR, and more
Strategic Communications for Nonprofit Organizations helps you coordinate and streamline communications efforts. It provides proven techniques for guaranteeing that you send the right message to each constituency group or audience, and that you hit your mark every time.
Customer Reviews:
Radtke hits the mark.......2000-12-04
Radtke takes a generally vague term "P.R" and makes specific, detailed entry ways that prove essential in the creation of a public relations framework. The text concentrates on breaking up tasks into manageable units from the creation of the perfect mission statement to completion of an internal audit. The internal audit is a great example of the way Radtke approaches every angle of the P.R. question; Radtke isn't just focused on demographics (or psychographics or geographics--all are explained here) or target audiences but she also encourages readers to investigate the inner workings of their specific organization. By examining the specific organization (from the number of phones to the personality of the staff) Radtke helps you design the most appropriate plan for your non-profit group. The accompanying C.D. helps you utilize the detailed models in the text and it's terribly easy to use, making the learning process much more fun. My only complaint would be that the information presented is a bit dense, making steady reading somewhat difficult. However, I reccomend Lawrence Wallack's straight forward "News for a Change" as an aid to Radtke's detailed vision. However, Wallack doesn't tackle as many issues as Radtke and her text still stands alone.
Book Description
Those picking up a book filled with examples and discussions of laws regulating speech by advertising and public relations practitioners may be puzzled since the First Amendment clearly mandates freedom of speech or of the press. How can there be laws regulating any speech--let alone advertising or public relations--in the face of the Constitution's emphatic statement?
The first text to respond to the growing interest in law courses for those involved in advertising and public relations,
Advertising and Public Relations Law breaks new ground in each respective field. The book shows how many issues and ideas affect the regulation of advertising and public relations speech including:
*the categorization of different kinds of speech afforded different levels of First Amendment protection;
*court-created tests for laws and regulations of speech; and
*non content-based restrictions on speech and expression.
{Advertising and public relations students can no longer afford to escape training in law, as demonstrated by the increasing number of suits against advertisers, corporate communicators, and advertising and public relations agencies for copyright or trademark infringement, appropriation, and unfair and deceptive commercial speech. Clearly, anyone entering either field must be well-versed in the law.}
This text was written to serve the instructional needs of upper-level undergraduate and graduate students. Also designed as a standard reference source for advertising and public relations practitioners, this clear, concise, comprehensive, and well-written and designed law text should prove an invaluable addition to their libraries.
Amazon.com
Teach Yourself Copywriting is a cleverly written book geared not just toward the copywriter but also toward promotions directors. In addition to providing sound and entertaining guidance on writing copy for radio, TV, print, slogans, direct mail, the Internet, public relations, recruitment, and even charity solicitations, author J. Jonathan Gabay also helps the reader determine which media to use for an advertising campaign. Gabay supplements his lessons with an appealing series of copywriting exercises, one of which involves the nursery rhyme "Humpty Dumpty" and another of which requires writing headlines that capture the spirit of the Mona Lisa, a traffic light, and the gum on the back of a stamp. Throughout his book, Gabay reminds the reader not to think of copywriting as a creative endeavor. "You should consider copywriting," he says, "as primarily a selling skill." As far as the writing aspect of copywriting is concerned, "in grammatical terms," he warns, "[copywriting] is often an English professor's nightmare." (The book's spellings, currencies, examples, and humor are all British.) --Jane Steinberg
Book Description
Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today's practical copywriting requirements, Teach Yourself Copywriting reveals some of advertising's greatest creative secrets. From planning to implementation, it guides readers step-by-step through copywriting skills for a range of disciplines, including the most up-to-date information on the Internet, radio and TV, business-to-business, public relations, recruitment, and charities. Featured are practical exercises, summaries, and quick tips that allow readers to practice their skills, along with a list of useful addresses.
Customer Reviews:
Learn Copywriting Secrets -> the easy & fast way.......2007-08-17
You may have heard that learning copywriting secrets take time.
It takes practice also to sharpen your skills.
Whoelse want to accelerate your copywriting skills at warp speed?
- I Do.
I should say, that Jonathan Gabay book, not only shortcut your learning
curve, but also enhance your tactics and strategy when your write your copy.
Go for it. Thanks Jonathan.
The Facts.......2005-09-03
If it is the facts that you are after than this is the book.
Copywriting For Insomiacs Would Have Been A Better Title.......2005-07-31
This is one of the most boring books I have ever read. A real waste. I do not beleive that Mr. Gabay has handeled the subject sucesfully. Frankly anything I have learnt on copwriting was through reading the "Copywriters Handbook" by Robert Bly. While Mr. Bly can identify was able to identify successful copwriting campaign by various organisations Mr Gabay could only resort to a fictious company called scotsdalenorth...i guess because he was not able to identify and discuss sucessful copywriting ad campaigns.
If you are an insomniac..I would recommend this book. It will definitely put you to bed.
I am suspicious of all the five star rating that this book got. It was on this basis I made the purchase...regretfully.
I want my money back..you book is pure garbage! Look if I wanted a lesson in English I would have bought an english book...the title of you book is misleading...I seriously question whether you do know anything about copywriting...sayonara.
PS- I only chose a 1 star because there was no zero star.
Entertaining and informative..........2005-01-11
Personally, I prefer Bly's approach to learning the discipline, but I would also recommend this book. It's very entertaining, very informative, and it teaches sound copywriting principles.
Extremely Refreshing and Full of Great Information.......2003-11-24
This is by far the best book I have ever read on copywriting! It is extensively detailed with so much meat that you are constantly referring back to it. It's not a book on starting a copywriting business, it's a book about learning to improve your skills as a writer so that you can write great sales letter, marketing materials, and advertisements. It's a must read for any home business!
Book Description
An indisputable contract is the foundation for building stronger advertiser/agency relationships. The ANA's updated Guidelines for Advertiser/Agency Contracts offers advertisers clear and concise advice on the three fundamental phases of contract development:
1) initial negotiation of terms;
2) drafting an Interim Letter of Understanding; and
3) final contract refinement.
Written by Lawrence J. Flink, agency veteran and agency contract consultant, this guide concisely outlines the key aspects of a strong contract, including: defining agency services and compensation; conducting annual reviews; and establishing agreements on ownership of materials and conflict standards.
A sample contract is also included. Anyone responsible for agency relations will find this book an indispensable reference.
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Books Index
Books Home
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