The Little Blue Book of Advertising:
52 Small Ideas That Can Make a Big Difference
by Steve Lance & Jeff Woll
Summary
This smart, funny, and “oh-so-true” book highlights the classic techniques of advertising. Lance and Woll present 52 practical tips on 3 main topics: “Marketers and Creatives Don't Speak the Same Language,” “Think Inside the Box,” and “You Can't Manage What You Don't Measure.”These explorations relate to everyday problems — such as increasing brand awareness, recall, and customer interest — with real examples and they provide no-nonsense solutions. This book is a delightful mini-course, chock full of solid advice on how to build great brands from the experts who have been there.
Recommended Readers
The audience is unlimited — from Brand Managers, Marketing Managers, Designers, Advertising Account Executives, right on up the ladder. This book’s appeal reaches beyond the boundaries of advertising. It holds valuable information for anyone who is charged with developing a product or brand or simply growing a business.
Top Takeaways
- A sampling of the more useful bits of wisdom includes:
- #3 — Read what your customer reads, watch what she watches.
- #11 — Do quantitative research.
- #13 — Don’t make focus groups your Creative Director.
- #19 — Get the “no-bodies” out of your approval process.
- #31 — Don’t forget the benefit.
- #37 — Talk to your customers in their own language.
- #52 — Don’t leave issues to be solved in the editing room.
About the Author
Steve Lance and Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly creative director of Della Femina, Travisano, Sherman & Olken, and creative director of NBC. Woll is a twenty-year veteran of Ogilvy & Mather, including stints as COO of its Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.
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