Manager's guide to marketing, advertising, and publicity / Barry Callen.

Includes index.

Preface; Acknowledgments; 1. What Marketing Communications Can Do for You; The Importance of Good Marketing Communications; What Is Marketing Communications?; What Is a Target Market?; What About Your Competitors?; How Marketing Can Benefit Your Business; Marketing Results Can Benefit Your Career; Classic Business Situations Where Marketing Can Help; Framing Marketing Expectations: Miracle Cure or Money Rathole?; Manager's Checklist for Chapter 1; 2. Don't Make These Mistakes; Our Sales Are Down! Run Some Ads Now!; Our Competitor Is Doing It-Let's Do It Too. We Do This Every Year-Don't Rock the BoatWelcome, New Players! Let's Make Some Improvements!; Smart Marketing Mindset: The Continuous Experiment; Manager's Checklist for Chapter 2; 3. Planning-Step by Step; Define a Realistic Business Communications Objective; When to Advertise: The Best of Times, the Worst of Times; What to Advertise: Lead with Your Strong Suit; Integrate All Your Products, Services and Communications; Results: You Can't Manage What You Can't Measure; 12-Step Marketing Planning Process; Manager's Checklist for Chapter 3. 4. Basic Principles of Marketing Communications StrategyPrinciple One: Marketing is About Probabilities, Not Predictability; Principle Two: When You Dance with the Customers, Let Them Lead; Principle Three: Integrate and Align Everything; Principle Four: The Heart Trumps the Head; Principle Five: Emotional Truths Are Invisible Truths; Principle Six: Barry Callen's Teeter-Totter Theory of All Human Behavior"! Principle Seven: If You Want to Get Rich, You Have to Niche; Principle Eight: Stand for Something or You'll Fall Down; Principle Nine: Zig When Others Zag, and Vice Versa. Principle Ten: One Ad, One IdeaPrinciple Eleven: Be Both Relevant and Unique; Principle Twelve: Don't Swim Upstream; Principle Thirteen: First, Pick the Low-Hanging Fruit; Principle Fourteen: Avoid B.S.; Manager's Checklist for Chapter 4; 5. Types of Marketing Communications and Expertise; Direct Response Marketing; Database Marketing; Cause Marketing; Event Marketing; Permission Marketing; Promotional Advertising; Brand Advertising; Employee Branding; Public Relations; Graphic Design; Online Marketing; Guerrilla Marketing; Integrated Marketing; Manager's Checklist for Chapter 5. 6. Positioning and Brand PersonalityWhat Is Positioning and Why Is It Important?; Position or Be Positioned; Whom Do You Serve? Market Segmentation; What Job Do You Do for Them? Drill Bits, Holes, and Happiness; How Are You Different? USPs and Reasons to Believe; Brand Personality: Hitler vs. Mother Teresa; Put It All Together in an Emotional Positioning Statement; Manager's Checklist for Chapter 6; 7. PitchPerfect™ Message Strategy for More Powerful Persuasion; The Purpose of Message Strategy; What Is PitchPerfect™ Message Strategy?

Outlines a comprehensive and concise overview of how to develop effective marketing, advertising, and publicity campaigns, offering coverage of how to brand and position products by following a series of twelve specific principles. Original.

eng