22 Irrefutable Laws of Advertising and When to Violate Them

Michael Newman

268 pages, parution le 24/01/2006

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Résumé

This is an authoritative and unique guide to the universal principles that underlie great advertising? the kind that's proven to be dramatically more successful around the world. Each chapter is compiled by a world-renowned advertising agency famous for its application of a particular tenet. Packed with illustrations, reproduced ads, and frames from TV commercials, 22 Irrefutable Laws of Advertising and When to Violate Them is an indispensible guide for advertisers and marketers

Sommaire

Acknowledgments
Foreword
Introduction - the Rules of Engagement
The Lawgivers
The Law of Simplicity (Marcello Serpa)
The Law of Positioning (Al Ries)
The Law of Consistency (Ian Batey)
The Law of Selling (Dave Trott)
The Law of Emotion (John Shaw)
The Law of Love (Kevin Roberts)
The Law of Experience (Kash Sree)
The Law of Relevance (Anne Bologna)
The Law of Humor (James Lowther)
The Law of Disruption (Jean-Marie Dru)
The Law of Jump (Sebastian Turner)
The Law of Fascination (Reg Bryson)
The Law of Irreverence (Jim Aitchison)
The Law of Taste (Allen Rosenshine)
The Law of Topicality (Michael Newman)
The Law of the Silver Elephant (Graham Warsop)
The Law of the Chat (Neil French)
The Law of Nice (Jamie Barrett)
The Lore of Negativity (Jack Vaughan)
The Law of Execution (Mike O'Sullivan)
The Law of Evolution (David Lubars)
The Outlaw (MTRainey)
Appendix 1: The Law of Deadlines
Appendix 2: The 10 Irresponsible Crimes Against Advertising
(That Always Violate Profits)
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Michael Newman
Parution	24/01/2006
Nb. de pages	268
Format	15,5 x 23
Couverture	Broché
Poids	442g
Intérieur	Noir et Blanc
EAN13	9780470821862
ISBN13	978-0-470-82186-2