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Advertising for Results

By Brown, G. F.

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Book Id: WPLBN0000700374
Format Type: PDF eBook
File Size: 660.79 KB.
Reproduction Date: 2007

Title: Advertising for Results  
Author: Brown, G. F.
Volume:
Language: English
Subject: Technical manuals, Manual, Technology
Collections: eBooks and Manuals Collection
Historic
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Brown, G. (n.d.). Advertising for Results. Retrieved from http://worldebookfair.org/


Excerpt
Excerpt: The blank screen You have an advertising assignment of some sort. If you?re sitting with a blank computer screen and struggling about what to do, stop. There?s a better way. To start with, forget that daunting assignment for a while. Instead, gather facts that will interest and inform your audience. And hey, take it easy. This gathering process won?t stress you at all. Rather than grappling for the right words, you can turn the radio on, muse about good things, and ? oh, yeah ? collect information. Best of all, fact-finding is the right thing to do at this stage. Ultimately, delivering advantages to the audience will produce more than pulling everything out of your head, or somewhere else. FYI: Gathering is seen as a low-level chore, but that?s not true. Getting the nitty-gritty.

Table of Contents
Table of Contents: Legal Notice, 2 -- Acknowledgments, 5 -- Introduction, 8 -- Chapter 1. Gathering, 9 -- The Blank Screen, 9 -- Where You Are Gathering From, 9 -- Inside, 14 -- Reference Excellent Work, 17 -- Can?t Keep Gathering, 18 -- Chapter 2. Objectives, 24 -- Things to Know Before Embarking, 24 -- Getting to the Objectives, 24 -- Making Notable Progress Over Time, 25 -- Satisfying the Criteria, 25 -- Face It: You?re Selling!, 26 -- Chapter 3. Strategy, 27 -- It?s It, 27 -- Building the Framework, 27 -- No Planning Is Wrong, 27 -- The Vacuum, 28 -- Product, 29 -- Prospect, 31 -- Problem, 43 -- Competition, 53 -- Appeal, 62 -- Chapter 4. Image, 70 -- Intro to Image, 70 -- Aspects of Image, 70 -- Chapter 5. Idea, 72 -- What?s the Idea?, 72 -- How to Create Ideas, 72 -- Aspects With Idea Creation, 82 -- Chapter 6. Campaign, 84 -- What Is A Campaign?, 84 -- Why Have A Campaign?, 84 -- Let?s Build A Campaign, 84 -- Stick-To-It-Ive-Ness, 86 -- Chapter 7. Selling, 87 -- Persuasion, 87 -- Framing, 89 -- Success, 90 -- Chapter 8. Approach, 91 -- What Is the Approach?, 91 -- Choosing the Approach, 91


 

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