The Art of Client Service: The Classic Guide, Updated for Today's Marketers and AdvertisersWiley #ad - It is a powerful source of counsel for those new to the business, for industry veterans who want to refresh or validate what they know, and for anyone in the middle of the journey to get better at what they do. Written by one of the industry's most knowledgeable client services executives, then follows a path from an initial new business win to beginning, losing, the book begins with a definition, building, then regaining trust with clients.
. A practical guide for providing exceptional client service most advertising and marketing people would claim great client service is an elusive, not easily characterized by a precise skill set or inventory of responsibilities; this book and its author argue otherwise, claiming there are definable, actionable methods to the role, ephemeral pursuit, and provide guidance designed to achieve more effective work.
The Art of Client Service: The Classic Guide, Updated for Today's Marketers and Advertisers #ad - John wiley Sons Inc.
The Advertising Concept Book: Think Now, Design Later ThirdThames & Hudson #ad - Fifty years’ worth of international, award-winning ad campaigns―in the form of over 450 “roughs” specially produced by the author, fifty of which are new to this edition―also reinforce the book’s core lesson: that a great idea will last forever. Thames Hudson. This edition has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded social media, and fifty specially drawn new roughs of key campaigns.
Pete barry outlines simple but fundamental rules about how to “push” an ad to turn it into something exceptional, while exercises throughout help readers assess their own work and that of others. That’s why this book is dedicated to the first and most important lesson: concept. Structured to provide both a complete course on advertising and a quick reference on specific industry topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.
The Advertising Concept Book: Think Now, Design Later Third #ad - The classic guide to creative ideas, now in a revised and updated third editionIn creative advertising, and campaigns in advertising, strategies, no amount of glossy presentation will improve a bad idea.450+ illustrations John wiley Sons Inc.
Frenemies: The Epic Disruption of the Ad Business and Everything ElsePenguin Press #ad - We meet the old guard, the legendary former head of wpp, some say Lear-like, including Sir Martin Sorrell, he rants, the world's largest ad agency holding company; while others play nice with Facebook and Google, out on the heath. We see the world from the vantage of its new powers, like Carolyn Everson, and other brash and scrappy creatives who are driving change, Facebook's head of Sales, as millennials and others who disdain ads as an interruption employ technology to zap them.
An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of GoogledAdvertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media.
Frenemies: The Epic Disruption of the Ad Business and Everything Else #ad - Thames Hudson. And throughout we follow the industry's peerless matchmaker, MediaLink, Michael Kassan, connects all these players together, whose company, serving as the industry's foremost power broker, a position which feasts on times of fear and change. Frenemies is essential reading, not simply because of what it says about this world, but because of the potential consequences: the survival of media as we know it depends on the money generated by advertising and marketing--revenue that is in peril in the face of technological changes and the fraying trust between the industry's key players.
We are a long way from the days of don draper; as mad men is turned into Math Men and women--though too few, as an instinctual art is transformed into a science, the old lions and their kingdoms are feeling real fear, however bravely they might roar. He enters the rooms of the ad world's most important players, some adversaries, as former allies become competitors, " a term whose ubiquitous use in this industry reveals the level of anxiety, many "frenemies, some of them business partners, and accusations of kickbacks and corruption swirl.
Frenemies is ken Auletta's reckoning with an industry under existential assault.
What Clients Really Want And The S**t That Drives Them Crazy: The Essential Insider's Guide for Advertising Agencies on How Account Management Can Create Great Client/Agency RelationshipsLifestyles Press #ad - Practical day-to-day advice on how to master positive relationship building behaviours. It’s so important that you get to know them and care for their business and this book shows you what you need to do. Rick kumar, owner & director, moda Consult Specialist Recruitment for Creative Agencies John wiley Sons Inc.
The first book on client/agency relationships to be written an ex-client, this book gives a true insider’s guide as to how account management can stop client/agency relationships from breaking down and take those relationships from good to great. In this step-by-step guide you will discover: • What simple actions you can take today to generate great relationships with your clients.
What Clients Really Want And The S**t That Drives Them Crazy: The Essential Insider's Guide for Advertising Agencies on How Account Management Can Create Great Client/Agency Relationships #ad - What clients really want and the s**t that drives Them Crazy is the essential insider’s guide for advertising agencies on how account management can create great client/agency relationships. Thames Hudson. O the 5 essential behaviours to take your client/agency relationships from good to great. This will be gold dust for client-servicing professionals… it's a great reminder of what you need to do to build a brilliant relationship with your clients and how to be a true partner.
. How to gain a deeper understanding of the pressures your clients face and why this is so important. The strong re-occurring themes that cause client relationships to fall apart and how you can avoid them by applying; o The 9 essential behaviours to prevent damage to the client/agency relationship.
Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social WorldHarper Business #ad - It’s not just about developing high-quality content, Twitter, Pinterest, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices—content tailor-made for Facebook, Instagram, and Tumblr. John wiley Sons Inc. A mash-up of the best elements of crush it! and the Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works.
When managers and marketers outline their social media strategies, they plan for the “right hook”—their next sale or campaign that’s going to knock out the competition. New york times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition.
Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World #ad - Except when they don’t. Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Right hooks convert traffic to sales and easily show results. Thames Hudson. Vaynerchuk shows that while communication is still key, context matters more than ever.
Jab jab jab right hook how to Tell Your Story in a Noisy Social World. Even companies committed to jabbing—patiently engaging with customers to build the relationships crucial to successful social media campaigns—want to land the punch that will take down their opponent or their customer’s resistance in one blow.
The Levitan Pitch. Buy This Book. Win More Pitches.Peter Levitan #ad - Win more Pitches. It is informative and often mind-blowing to hear the pitch related experiences and advice of agency search consultants, the CEO of a London advertising agency, an ex P&G procurement executive, an ex-Nike and W+K executive on building chemistry, a negotiation trainer, an IP lawyer on who actually owns your pitch ideas, a leading agency strategist, compensation experts, the Association of National Advertisers, the 4A’s, a silicon valley presentation guru, and the CEO of an independent agency network who has been on both sides of the table.
Finally, i’ve included insights about all too common agency pitch mistakes from 16 of the world’s leading search consultants. I hope that you will find the book informative, insightful, and most importantly, occasionally humorous, a good read that ultimately results in more wins for your company. Chapter six is all about don’t take my word for it.
These are identified pitch killers that come from my personal experience and the experiences of agency CEO’s, clients, and search consultants. This chapter tells the story of saatchi & Saatchi Advertising’s “The Worst Advertising Pitch Ever”. You should not pitch every account that comes knocking.
The Levitan Pitch. Buy This Book. Win More Pitches. #ad - We look at the essential facts of the pitch and dig into understanding the client’s mindset by understanding the type of assignment, type of relationship they are looking for, and what type of agency will fulfill their needs. Chapter four delivers the list of “The 12 Deadliest Presentation Mistakes”.
Jab jab jab right hook how to Tell Your Story in a Noisy Social World.
Pitch Perfect: How to Say It Right the First Time, Every TimeHarper Business #ad - The right language—both verbal and nonverbal—can make you more confident, persuasive, and certain. Along the way, implement, which are as easy to learn, McGowan lays out his Seven Principles of Persuasion, and master as they are effective. During the pivotal moments of our lives, results are often determined not only by our actions but also by our words.
Thames Hudson. Saying the right thing the right way can make the difference between sealing the deal or losing the account, advancing your career or suffering a demotion. In these moments, it’s important to be pitch perfect—to use precisely the right tone to convey the right message to the right person at the right time.
Pitch Perfect: How to Say It Right the First Time, Every Time #ad - In pitch perfect, the renowned media coach Bill McGowan shows you how to craft just the right message. Harper business. John wiley Sons Inc. It can stir people to listen closely to your every word and to remember you long after you’ve left the room. Jab jab jab right hook how to Tell Your Story in a Noisy Social World.
Contagious: Why Things Catch OnSimon & Schuster #ad - John wiley Sons Inc. Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Thames Hudson. He’s studied why new york times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.
People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral? Wharton marketing professor Jonah Berger has spent the last decade answering these questions.
Contagious: Why Things Catch On #ad - The new york times bestseller that explains why certain products and ideas become popular. Harper business. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.
In contagious, berger reveals the secret science behind word-of-mouth and social transmission. Contagious Why Things Catch on. Jonah berger knows more about what makes information ‘go viral’ than anyone in the world.
The Media Handbook Routledge Communication SeriesRoutledge #ad - Jab jab jab right hook how to Tell Your Story in a Noisy Social World. Harper business. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Thames Hudson. Author helen katz looks at the larger marketing, covering paid, advertising, and earned media forms, and follows with an exploration of major media categories, owned, and media objectives, including digital media.
John wiley Sons Inc. Routledge. Also available is a companion Website that expands The Media Handbook’s content in an online forum. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, bought, this sixth edition reflects the critical changes in how advertising in various media is planned, and sold by today’s industry professionals.
The Media Handbook Routledge Communication Series #ad - With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, communication, media planning, and marketing. Contagious Why Things Catch on. Here, powerpoint slides, students and instructors can find tools to enhance course studies such as chapter overviews, and sample questions.
The media handbook provides a practical introduction to the advertising media planning and buying processes.
The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big DifferencePortfolio #ad - Harper business. But steve lance and jeff woll are leading a back-to-what-works movement with The Little Blue Book of Advertising. This is a short, fun-to-read, practical book designed to be read quickly and referred to again and again. Jab jab jab right hook how to Tell Your Story in a Noisy Social World. These days, the fundamentals of advertising that truly build great brands are often overlooked.
. For instance:#3 read what your customer reads, the advantage, watch what she watches#10 quality is the absence of nonquality signals#15 sell the benefit, and the feature—in that order#19 Get the no-bodies out of your approval process#41 Know when and how to scream “sale”Just as Jeffrey Gitomer’s hugely successful The Little Red Book of Selling became the gotta-have resource for salespeople, Steve Lance and Jeff Woll have written the perfect handbook for what does and doesn’t work in today’s advertising world.
The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference #ad - Routledge. Contagious Why Things Catch on. John wiley Sons Inc. Thames Hudson. Each of their fifty-two ideas relates to day-to-day problems with real examples, then provides an innovative, sometimes blunt solution.