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Index
Cover
Other books in the 101 Things I Learned® series
Title Page
Copyright
Dedication
Contents
Author’s Note
Acknowledgments
1 | People who dislike advertising should do everything themselves.
2 | A lot of people are like you, but just barely.
3 | The product purchase path
4 | Don’t start with the product; start with a need or want.
5 | Any surface can be an advertising medium—but you shouldn’t necessarily use it.
6 | The six elements of a print advertisement
7 | An advertising agency doesn’t advertise.
8 | An ad isn’t a one-off.
9 | Art is the idea, not the image.
10 | “Great designers seldom make great advertising men…”
11 | Brand or direct-response campaign?
12 | Touchpoints
13 | Emphasize reach when selling toilet paper. Emphasize frequency when Beyoncé is coming to town.
14 | The biggest advertising decision most businesses make is location.
15 | An advertising campaign helped end the world’s second-longest civil war.
16 | Don’t judge; discern.
17 | Demonstrate the context.
18 | You’ll reach more by targeting fewer.
19 | Subaru finds its core audience.
20 | Find people who are gaga.
21 | The more expensive the product, the more emotional the appeal that must be made.
22 | If you want customers to forfeit their privacy, offer a proportional benefit.
23 | Let digital audiences decide what works best for them.
24 | You’ll be lucky to reach half your online audience.
25 | “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
26 | Call out the audience only if it’s in trouble.
27 | It’s advertising until it lands in the cart.
28 | Why AM radio sounds lousy
29 | Use duplication for radio frequency.
30 | Advertise on broadcast TV by program. Advertise on cable TV by network.
31 | Everyone can afford to advertise during the Super Bowl.
32 | Don’t buy it if you can earn it.
33 | Politicians pay the least.
34 | The Fairness Doctrine
35 | The federal ban on cigarette advertising increased smoking.
36 | A priority does not include and.
37 | More choices are paralyzing.
38 | Most people pick medium.
39 | Reactance
40 | Aspiration isn’t always forward looking.
41 | Charm them with pricing.
42 | Give the throwaway an afterlife.
43 | Guilt ’em.
44 | Modeling the 1% is risky.
45 | Dove’s “Real Beauty” campaign
46 | The advertorial
47 | Don’t miniaturize the billboard. Don’t magnify the business card.
48 | You can stage the truth, but you can’t lie.
49 | The key ingredient in propaganda is truth.
50 | “All propaganda…must fix its intellectual level so as not to be above the heads…”
51 | Intellectual property
52 | Wearout
53 | Sidestep the clutter.
54 | Change the motivation.
55 | Don’t use sex to sell unsexy things.
56 | Meet young audiences on their turf.
57 | How many ways can a junior high schooler make fun of it?
58 | Research to discover, not to affirm.
59 | Data
60 | Randomer is accurater.
61 | Data is singular enough.
62 | Two views of big data
63 | “If I had asked people what they wanted, they would have said faster horses.”
64 | Sometimes screwing around is screwing around. Sometimes it’s actual work.
65 | Being creative by yourself doesn’t work.
66 | You don’t have to defend one idea to the death.
67 | Insight on insight
68 | The truest truth
69 | A tagline doesn’t have to tell the whole truth, but it should tell a believable truth.
70 | If you’re being truthful, it will feel risky.
71 | “Cut the marketing bullshit and get to the truth.”
72 | Everyday words come from advertising.
73 | Adapt emerging language.
74 | Old saws still cut wood.
75 | The campaign that helped shutter America’s oldest carmaker
76 | Three is good company.
77 | Write good.
78 | Spell sensationally.
79 | The more you talk, the less you will be trusted.
80 | Clichés bog down creativity.
81 | No padding.
82 | Seven words on a billboard.
83 | “I’m sorry I wrote you such a long letter; I didn’t have time to write a short one.”
84 | Font is tone of voice.
85 | Sans serif fonts are grotesque.
86 | Serif fonts don’t scale well.
87 | Be better than the software.
88 | Direct the flow of energy.
89 | We “see” from top to bottom, left to right.
90 | Make images right-handed.
91 | Emote with color.
92 | Include some black.
93 | Fuzz it like a pro.
94 | When preparing a presentation, prepare two presentations.
95 | Don’t translate criticism literally.
96 | You won’t have a healthy relationship if you do all the talking.
97 | Admitting flaws elevates credibility.
98 | Make the relationship outlast the purchase.
99 | “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
100 | What you can do next matters more than what you’ve done.
101 | Seeing your work in an ad is like being a little famous.
Notes
Index
About the Authors
Sneak Peek
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