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How to Present Creative Ideas to Creative Killers

MANAGER'S GUIDE TO MARKETING, ADVERTISING, AND PUBLICITY

by Barry Callen



Manager's Guide to Marketing, Advertising, and Publicity

Table of Contents

Preface (download as pdf file)

Chapter 1. What Marketing Communications Can Do for You
The Importance of Good Marketing Communications
What Is Marketing Communications?
What Is a Target Market?
What About Your Competitors?
How Marketing Can Benefit Your Business
Marketing Results Can Benefit Your Career
Classic Business Situations Where Marketing Can Help
Framing Marketing Expectations: Miracle Cure or Money Rathole?
Manager's Checklist for Chapter 1
Download pdf file of chapter 1

Chapter 2. Don't Make These Mistakes
Our Sales Are Down! Run Some Ads Now!
Our Competitor Is Doing It--Let's Do It Too
We Do This Every Year--Don't Rock the Boat
Welcome, New Players! Let's Make Some Improvements!
Smart Marketing Mindset: The Continuous Experiment
Manager's Checklist for Chapter 2

Chapter 3. Planning--Step by Step
Define a Realistic Business Communications Objective
When to Advertise: The Best of Times, the Worst of Times
What to Advertise: Lead with Your Strong Suit
Integrate All Your Products, Services and Communications
Results: You Can't Manage What You Can't Measure
12-Step Marketing Planning Process
Manager's Checklist for Chapter 3

Chapter 4. Basic Principles of Marketing Communications Strategy
Principle One: Marketing is About Probabilities, Not Predictability
Principle Two: When You Dance with the Customers, Let Them Lead
Principle Three: Integrate and Align Everything
Principle Four: The Heart Trumps the Head
Principle Five: Emotional Truths Are Invisible Truths
Principle Six: Barry Callen's Teeter-Totter Theory of All Human Behavior
Principle Seven: If You Want to Get Rich, You Have to Niche
Principle Eight: Stand for Something or You’ll Fall Down
Principle Nine: Zig When Others Zag, and Vice Versa
Principle Ten: One Ad, One Idea
Principle Eleven: Be Both Relevant and Unique
Principle Twelve: Don't Swim Upstream
Principle Thirteen: First, Pick the Low-Hanging Fruit
Principle Fourteen: Avoid B.S.
Manager's Checklist for Chapter 4

Chapter 5. Types of Marketing Communications and Expertise
Direct Response Marketing
Database Marketing
Cause Marketing
Event Marketing
Permission Marketing
Promotional Advertising
Brand Advertising
Employee Branding
Public Relations
Graphic Design
Online Marketing
Guerrilla Marketing
Integrated Marketing
Manager's Checklist for Chapter 5

Chapter 6. Positioning and Brand Personality
What Is Positioning and Why Is It Important?
Position or Be Positioned
Whom Do You Serve? Market Segmentation
What Job Do You Do for Them? Drill Bits, Holes, and Happiness
How Are You Different? USPs and Reasons to Believe
Brand Personality: Hitler vs. Mother Teresa
Put It All Together in an Emotional Positioning Statement
Manager's Checklist for Chapter 6

Chapter 7. PitchPerfectTM Message Strategy for More Powerful Persuasion
The Purpose of Message Strategy
What Is PitchPerfectTMMessage Strategy?
PitchPerfectTM Message Strategy Requires Forced Choice to Be Effective
Tips for Finding Better Answers to Each Question
Put It All Together
Multiple Message Strategies
Differentiating Message Strategy from Messaging, Positioning, and Branding
Manager's Checklist for Chapter 7

Chapter 8. Creating Breakthrough Advertising Campaign Ideas
Stand Out in the Clutter
What Is a Campaign Idea, and Why Do You Need One?
How to Spot an Idea
How to Create Ideas
How to Evaluate Ideas
Manager's Checklist for Chapter 8

Chapter 9.The Most Important Creative Elements of an Ad
Name
Logo
Headline
Tagline
Reasons to Believe
Call to Action
Visual
Manager's Checklist for Chapter 9

Chapter 10. Media Planning and Buying
Media Planning
Media Objectives and Strategies
Media Mix
Media Scheduling and Execution
Media Buying
In the Final Analysis
Manager's Checklist for Chapter 10

Chapter 11. Traditional Print and Broadcast Advertising Media
Magazine Display Ads
Newspaper Display Ads
Brochures
Posters and Flyers
Billboards
Yellow Pages
Direct Mail
Radio
Television
Combining Media
Manager's Checklist for Chapter 11

Chapter 12. Public Relations
Public Relations Is All About Credibility
Working with the Media to Tell Your Story
Creating Effective Press Materials
Developing Memorable Events to Maximize Publicity Opportunities
Getting Started with Crisis Communications
Manager's Checklist for Chapter 12

Chapter 13. Online Marketing
Be User-Centric
Use the Advantages of the Medium
Micro-Marketing
A Conversation Medium
Manager's Checklist for Chapter 13

Chapter 14. Market Research?
What Is Market Research?
Where Does Research Fit in the Marketing Process?
How to Approach a Market Research Project
Types of Market Research
Surveys
Focus Groups
Individual Interviews
When You Shouldn’t Do Research
Selecting a Research Consultant
Limits of Market Research
Manager’s Checklist for Chapter

ISBN for this title: 978-0-07-162796-2



About the Author

Barry Callen is a marketing consultant, speaker, and teacher who has worked with most advertising media in a variety of roles: graphic designer, copywriter, creative director, strategist, salesman, broadcast producer, focus group moderator, agency search consultant, and client. For over a decade, Barry has been teaching and speaking at the University of Wisconsin Fluno Center for Executive Education in Madison, Wisconsin to Madison Square Garden in New York City. For over thirty years, he has also been applying the principles he teaches in the advertising wars of Madison Avenue at agencies like Ogilvy & Mather; Lintas Long-Haymes & Carr; The Hiebing Group; and Lois-USA. In fact, hundreds of clients like Coca-Cola, Shell, Culligan, Hanes, First Alert, Kraft, Wachovia Bank, and Famous Footwear have invested just under half a billion dollars in media to communicate ideas Barry has created or creative-directed. In addition to hundreds of creative awards, he is proudest of his Effie Awards for advertising effectiveness.

Barry has been Askme.com's #1-rated advertising expert. He writes a monthly column called “The B.S.-Free Zone” for In-Business Magazine and is a frequent talk-show guest. He is the author of another book published by McGraw-Hill: Perfect Phrases for Sales and Marketing Copy. Barry invented a successful naming process and the PitchPerfect™ Message Strategy process for finding the most powerful thing to say. After studying improv comedy at Second City and performing with “Without Annette,” he founded Corprov™ improvisational training for corporations, which he teaches with partner Nell Weatherwax. They have been known to achieve the highest student evaluation scores in the entire history of a teaching program.




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