By Herschell Gordon Lewis, Carol Nelson
"Think of ads Age instruction manual of ads as your convenient consultant during the bumps and curves of the recent ads panorama. . . . no matter if you are already in advertisements or taking into account making this attention-grabbing and dynamic box your occupation . . . you will be happy to have our advisor in your bookshelf." --Rance Crain, Editor-in-Chief, advertisements Age From the main authoritative booklet within the advertisements comes this definitive consultant to knowing and profiting from your ads opportunities--Advertising Age instruction manual of advertisements via Herschell Gordon Lewis and Carol Nelson with a foreword by means of Rance Crain, editor-in-chief of ads Age. the final word consultant for navigating the dizzying array of possibilities and media to be had to state-of-the-art retailers, advertisements Age instruction manual of advertisements deals sensible, valuable suggestion and perception from some of the most well-respected courses serving the enterprise neighborhood.
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Extra info for Advertising age handbook of advertising
Rather, it should be a "live" document kept on the table for constant action and reevaluation. Caution! In a database-driven organization, salesmanship can slowly give way to the recitation of fact. The salesperson knows that positive results come from selective facts rather than totality, because totality invariably includes elements that damage both image and effectiveness. The most valid caution is to avoid compiling but not using data. " If data are not useful, both money and time are better spent in other directions .
The latest theory is that ads shouldn't be so presumptuous as to sell the product directly and straightforwardly. Instead, advertising's new role is to show that your product shares the same values as your target market. As I recorded in my weekly Advertising Age column, which is reprinted on page 88, one ad guy told me his son likes those "Miller Time" beer ads because they're "weird," and presumably he likes the ads because he likes weird things. One ad man, Ian Batey of the Batey Group in Singapore, made the point that media technology can also play havoc with creativity.
The medical profession has gone far beyond leeches and mustard plaster as cures for ailments. Let us do likewise. HERSCELL GORDON LEWIS CAROL NELSON Page xi Acknowledgments We gleaned information from so many sources that naming them all might well require an auxiliary volume. Thanks are due not only to those with whom we talked but to those who over a great many years represented marketing wisdom that has become generic to the advertising profession. Specifically, though, we must recognize the invaluable help given us by Cliff Einstein, Val Zammit, Michael Palmer, Stedman Graham, Chuck Peebler, Keith McCracken, Michael Drexler, and Tom Veazeyall of whose wisdom appears in these pages.
Advertising age handbook of advertising by Herschell Gordon Lewis, Carol Nelson