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Steal These Ideas! Marketing Secrets That Will Make You a Star

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ISBN-10: 1118004442

ISBN-13: 9781118004449

Edition: 2nd 2011

Authors: Steve Cone

List price: $18.99
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Description:

How can you break out of the pack and hit an emotional bull's-eye that compels your target consumer to single out your brand and respond to your offer? How do you make this happen? In Steal These Ideas!, Second Edition, author Steven Cone delivers hundreds of pearls in a sharp, no-nonsense, and witty style on all facets of marketing, branding , and advertising with candor and freshness. This new edition includes material on social networking, customer loyalty campaigns, building websites, and sending effective email blasts. Cone delivers hundreds of pearls in a sharp, no-nonsense, and witty style on all facets of marketing, branding, and advertising with all the candor and freshness you'd expect from a knowledgeable good friend in the business. Steal These Ideas!, Second Edition includes information on: Online Marketing and Social Media Using a Spokesperson The Art of Building Effective Loyalty Programs How to Create a Unique Selling Proposition The Power of Public Relations and Sponsorship The book is illustrated throughout with examples of the good, bad, and ugly in advertising. This is the stuff no one ever teaches.
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Book details

List price: $18.99
Edition: 2nd
Copyright year: 2011
Publisher: John Wiley & Sons, Limited
Publication date: 10/14/2011
Binding: Hardcover
Pages: 224
Size: 5.88" wide x 8.80" long x 0.84" tall
Weight: 0.792
Language: English

Introduction
Billions and Billions Wasted
McDonald's Almost Gets It
New Challenges We Face and Five Rules to Live By
What about Political Slogans?
Remember
Three Hidden Ingredients in Every Winning Promotional Campaign
The Ultimate Help-Wanted Ad
The Early Days of Playboy Magazine
Rolling Stone Magazine
Pan American World Pass and How Last Became First
Other Quick Airline Stories about Creating Customer Excitement
One for the Gipper
Don't Leave Home without It
Mr.Whipple
Toppling the Category Leader with One Perfect Sentence
Eggs Overnight
Peter Lynch, Lily Tomlin, and Don Rickles
What Makes a Brand Successful? How Do You Manage It?
Have a Unique Selling Proposition
Insist on Strong Visual Imagery
You Must Have Innovative and Reliable Products
Memorable and Integrated Advertising�Always
How to Create a Unique Selling Proposition
Three of My Favorite Unique Selling Propositions
How to Create a USP
Using a Spokesperson to Maximum Effect
How to Choose the Right Personality
The Remarkable Betty White
Going Hollywood
A Word about Voice-overs
Corporate Mascots
Animated Characters
Animals
The Deceased
But What if My Spokesperson Does Something Really Sad?
Kill All Art Directors (Well, Not Literally)
Five Tips to Readability
The Great, the Good, the Bad, and the Ugly
Learn from Magazines While They Still Exist
Imagine Annual Reports that Get Read!
Do the Reverse of Whatever GM Does
The "Electronic Church" and How lt"Outmarketed" Mainstream Religion and What You Can Learn from It
Less Is More�Now More than Ever
Too Many Choices Are Too Confusing
lt's as Easy as 1,2,3
The Three Most Important Customer Lessons�Especially for the Digital Age
People Renew the Way They Are Acquired
The Most Critical Time in a New Customer's Relationship Is Right after Her Immediate Purchase
Forget Complicated Clusters and Demographics
A Common Mistake You Should Never Make
Hey, But I Sell to Businesses and Not Directly to Consumers
The Guthrie Lesson
Loyalty Reimagined
Customers Rarely Are Loyal
Is There Any New Thinking in the Loyalty Space?
It's About Time
Loyalty in the Not-for-profit World
The Single Most Powerful Way to Get Customers to Love You
Getting Your Promotional Letter Read or E-Mail Every Time
The Absolute Power of Membership...and Something American Express Does Right
Making Sense of Media Planning
Print Media
Zig When Everyone Else Zags
TV and Radio Placement
You Can Avoid Consumer Ad Skipping
The Next Giant Leap in Ad Watching
Has Radio Seen Its Best Days?
The Internet
Global Media Planning and Placement
Making Social Networking Workfor You
Some Helpful Hints to Capitalize on Social Networking
Financial Considerations
Questions I Am Asked about the Future Direction of Media
Pacing Is Important
Chat Rooms and Blogging
Texting, Messaging, and Mobile
Steve's Three Tips to Better E-mail Interaction with Consumers
Web Wasted�Don't You
Something No One Else Ever Does
No One Ever Bought Anything from an English Professor
We Are Wired as a Species to Say Yes!
Leveraging Boomer Power and More
Eight Other Predictions Marketers Can Count On
Minorities Becoming Majorities
Marketing to the Sexes
Sports
Looking Good for Good
Jingles All the Way
What Is a Jingle, and How Is It Used and Misused?
Make a Jingle Work for You
Can a Well-Known Song Define a Product?
A New Term for Spoken Taglines
We Have Lost Our Way
The Future of Marketing
MPP Will Make Customer Service Phone Operators Unnecessary
Does PR Have a Role in a World of Instant Communication?
You
Tips on Interacting with Reporters
What About fnvestor Relations?
Do Sponsorships Make Sense Anymore�Did TheyrEver?
How to Be a Marketing Star
Managing Your Staff
How to Manage an Ad Agency So You Both Succeed
What We Take for Granted We Shouldn't�Great Writing
Eight Tips to Being More Creative
Steal These Secrets Now
About the Author
Index