Shortcuts to the Obvious: How to Get More Effective Advertising More Efficiently

Front Cover
Shortcuts to the Obvious, 2006 - Business & Economics - 92 pages
Most big agencies today are too pressed for profit to do the kind of studying or training they could once afford. Shortcuts to the Obvious fills that gap by teaching readers critical lessons at each step of the way. Short on abstract and long on real world, the author uses some of the most effective campaigns to serve as teachers. The book is targeted toward anyone involved in the advertising development process and most importantly, clients on the front line responsible for executing their brand's marketing plans.
 

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Contents

Introduction or why Shortcuts is right for these times
1
PositioningWhat to know in under three pages
5
Creative StrategyThe most important chapter and the longest
9
The Initial Creative ExploratoryWhat to look for what risks to take
23
How to pretest advertising without getting burned
27
How to get a great test score and still get a great ad
35
Producing a fullup commercialThe five key issues
39
When to change ads
47
The elusive media spending threshold How to find it
57
Ten obvious some only seem obscure things to know about media planning and buying
63
The InternetAn advertising work in progress
71
How to get better campaign integration less painfully
75
How to get the best from your agency and what to pay for it
79
Shortcuts to the ObviousThe summary
85
Index
89
Copyright

When to change campaigns
51

Common terms and phrases

About the author (2006)

Mel Sokotch's advertising career spans over 30 years. He helped create advertising for the nation's leading marketers including Kraft, Colgate-Palmolive, M&M/Mars, Nabisco, Campbell Soup, Pfizer, Amgen, and Merck. He has written numerous articles on advertising and gives talks at industry functions.

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