Kenneth Roman, Jane Mass, How to Advertise Kenneth Roman & Jane Mass
How to Advertise: a professional guide for the advertiser
2nd Edition (December 1997), St. Martin's Press, ISBN: 0312171080

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You'll need all the cutting-edge details for a successful ad campaign.

1. Brand-Building Strategies

1. Be single-minded.
2. Make it fit an overall plan.
3. Keep your objectives focused and reasonable.
4. Make your strategy easy to use.
5. Decide where your business is going to come from.
6. Make a meaningful promise to the consumer.
7. Understand the importance— or unimportance— of your product.
8. Set yourself apart.
9. Relate the unknown to the known.
10. Keep your strategy up to date.
2. Television: Beating Clutter

1. The picture should tell the story.
2. Look for a visual symbol.
3. Grab the viewer's attention.
4. Be single-minded.
5. Register the name of your product.
6. People are interested in people.
7. Show a payoff.
8. Reflect your brand personality.
9. Less is more.
10. Build campaigns.
3. Research: Part of the Answer

1. Define success in advance.
2. Get the right sample.
3. Use the appropriate interview technique.
4. Test in the right programming.
5. Test the most representative message length.
6. Test alternatives.
7. Make sure the advertising is the only thing that changes.
8. Remember that people buy products, not advertising.
9. Be careful with numbers.
10. Go beyond the numbers.
4. Print: Selective

1. Use simple layouts.
2. The illustration is usually more important than the headline.
3. Look for story appeal in the illustration.
4. Photographs work better than artwork.
5. Offer a benefit in the headline.
6. Don't be afraid of long copy.
7. Make it easy to read.
8. Every advertisement should be a complete sale.
9. Break out of the mold.
10. Design the advertisement for the medium.
5. Radio: The One-to-One Medium

1. Talk one-to-one.
2. Think about the program environment.
3. Focus on one idea.
4. Don't splinter your efforts.
5. Stretch the listener's imagination.
6. Make it topical.
7. Register your brand name.
8. Use the strength of music.
9. Advertise promotions.
10. Listen to the commercial in context.
5a. How to Think about Out-of-Home

1. Keep it simple.
2. Look for a big idea.
3. Make it stand out.
4. Use color to get it read.
5. Localize.
6. Look for human, emotional content.
7. Announce news.
8. Use all dimensions.
9. Think direct marketing.
10. Extend your campaign.
6. Direct Marketing: Accountable

1. Get to the point quickly.
2. Make sure the offer is right.
3. Make the envelope work for you.
4. Include a letter.
5. Make sure the product is positioned correctly.
6. Ask for the order.
7. Cultivate an appropriate brand personality.
8. Treat the customer as a friend.
9. Integrate direct mail with other communications.
10. Repeat your winners.
7. Campaigns that Build Businesses

1. Visual similarity.
2. Verbal similarity.
3. Similarity of attitude.
8. Media Strategies and Tactics

1. Agree in advance on media objectives and strategies.
2. Integrate the creative work into planning.
3. Look beyond the obvious.
4. Look beyond cost per thousand.
5. Think about clutter.
6. Recognize that all media plans are a compromise.
7. Balance local and national needs.
8. Evaluate alternate plans.
9. Tie the plan closely to marketing goals.
10. Be creative.
9. Promotions that Add Value

1. Make it relevant.
2. Pretest promotions.
3. Track the results.
4. Keep it simple.
5. Advertise trial-builders.
6. Don't count on promotion alone.
7. Build campaigns.
8. Involve the trade.
9. Look for big ideas.
10. Build relationships.
10. Brochures and Sales Pieces

1. Put your selling message on the cover.
2. Be single-minded.
3. Use a single illustration on the cover.
4. Always caption photographs.
5. Avoid clichés.
6. Load it with facts.
7. Make your piece worth keeping.
8. Give your product a first-class ticket.
9. Use the envelope to deliver a message.
10. Ask for the order.
11. Global Brands

1. Think worldwide, not “international.”
2. Agree upon an umbrella stategy for the brand, including positioning and brand personality.
3. Capture knowledge from experience.
4. Encourage local initiative.
5. Know the language.
6. Know the culture.
7. Think direct marketing.
8. Make it easy.
9. Create and produce the advertising locally.
12. Target Marketing

1. Attudinal Segments: New Achievers, Time Seekers, New Age of Age,
Life Simplifiers, Premium Brand Consumers
2. Demographic Segments: Hispanics, Blacks, Asian-Americans, Women, Children
13. Truth and Ethics

1. Tell the truth, show the truth.
2. Make the general impressions truthful.
3. Ban “weasels” and dangling comparisons.
4. Substantiate product claims.
5. Back testimonials with research.
14. Agency Relations

1. Ask big questions.
2. Learn the fine art of conducting a creative meeting.
3. Be human.
4. Be consistent.
5. Simplify the approval process.
6. Make the agency feel responsible.
7. Suggest work sessions.
8. Stay in touch.
9. Keep agency people involved in your business.
10. Care about being a good client.
15. What It Takes to Succeed

1. Brains: insightful thinking leads to great advertising.
2. An inquing mind: seek out trends, find patterns, establish new principles.
3. A love of ideas: don't wait for others— initiate.
4. A sense of organization: deliver on all promises.
5. The ability to write well: communicate clearly.
6. The ability to persuade: know how to sell.
7. Commitment: relentlessly press your ideas until they happen.
8. Leadership: getting people to work together toward a single goal.
9. Resilience: bounce back after disappointments.
10. Motivation: Do you sincerely want to succeed?

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