Proven strategies that make sure your marketing message stands out from the rest The average American is exposed to as many as 5,000 marketing messages per day, so it’s more important than ever to create the most effective marketing and advertising campaigns as possible. Manager’s Guide to Marketing, Advertising, and Publicity explains The 14 principles of marketing communications strategy Common marketing mistakes to avoid Techniques for creating powerful marketing messages The many choices for delivering your marketing message How to take full advantage of digital platforms Today, you must come up with a bigger, better, brighter marketing campaign, or you’re guaranteed to be lost in the noise. This primer is ideal for anyone looking to position his or her organization as a powerful competitor in the twenty-first century. Briefcase Books, written specifically for today’s busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page: Clear definitions of key terms, concepts, and jargon Tactics and strategies for overseeing marketing initiatives Insider tips for getting the most out of marketing, advertising, and publicity Practical advice for creating effective campaigns Warning signs when preparing for and undertaking marketing initiatives Stories and insights from the experiences of others Specific marketing procedures, tactics, and hands-on techniques
Author(s): Barry Callen
Series: Briefcase Books
Edition: 1
Publisher: McGraw-Hill
Year: 2009
Language: English
Pages: 273
Contents......Page 6
Preface......Page 12
Acknowledgments......Page 16
The Importance of Good Marketing Communications......Page 22
What Is Marketing Communications?......Page 23
What Is a Target Market?......Page 25
How Marketing Can Benefit Your Business......Page 26
Marketing Results Can Benefit Your Career......Page 31
Classic Business Situations Where Marketing Can Help......Page 32
Framing Marketing Expectations: Miracle Cure or Money Rathole?......Page 40
Manager’s Checklist for Chapter 1......Page 42
2. Don’t Make These Mistakes......Page 43
Our Sales Are Down! Run Some Ads Now!......Page 44
Our Competitor Is Doing It—Let’s Do It Too......Page 48
We Do This Every Year—Don’t Rock the Boat......Page 49
Welcome, New Players! Let’s Make Some Improvements!......Page 50
Manager’s Checklist for Chapter 2......Page 52
Define a Realistic Business Communications Objective......Page 54
When to Advertise: The Best of Times, the Worst of Times......Page 55
What to Advertise: Lead with Your Strong Suit......Page 59
Integrate All Your Products, Services and Communications......Page 60
Results: You Can’t Manage What You Can’t Measure......Page 61
12-Step Marketing Planning Process......Page 63
Manager’s Checklist for Chapter 3......Page 70
4. Basic Principles of Marketing Communications Strategy......Page 72
Principle One: Marketing is About Probabilities, Not Predictability......Page 73
Principle Three: Integrate and Align Everything......Page 74
Principle Four: The Heart Trumps the Head......Page 75
Principle Five: Emotional Truths Are Invisible Truths......Page 77
Principle Six: Barry Callen’s Teeter-Totter Theory of All Human Behavior™......Page 78
Principle Seven: If You Want to Get Rich, You Have to Niche......Page 80
Principle Nine: Zig When Others Zag, and Vice Versa......Page 81
Principle Eleven: Be Both Relevant and Unique......Page 83
Principle Thirteen: First, Pick the Low-Hanging Fruit......Page 84
Principle Fourteen: Avoid B.S.......Page 85
Manager’s Checklist for Chapter 4......Page 86
Direct Response Marketing......Page 87
Database Marketing......Page 89
Cause Marketing......Page 91
Event Marketing......Page 92
Promotional Advertising......Page 93
Brand Advertising......Page 94
Employee Branding......Page 95
Graphic Design......Page 96
Online Marketing......Page 98
Guerrilla Marketing......Page 99
Integrated Marketing......Page 101
Manager’s Checklist for Chapter 5......Page 102
What Is Positioning and Why Is It Important?......Page 103
Position or Be Positioned......Page 104
Whom Do You Serve? Market Segmentation......Page 106
What Job Do You Do for Them? Drill Bits, Holes, and Happiness......Page 109
How Are You Different? USPs and Reasons to Believe......Page 110
Brand Personality: Hitler vs. Mother Teresa......Page 114
Put It All Together in an Emotional Positioning Statement......Page 115
Manager’s Checklist for Chapter 6......Page 116
7. PitchPerfect™ Message Strategy for More Powerful Persuasion......Page 118
What Is PitchPerfect™ Message Strategy?......Page 121
PitchPerfect™ Message Strategy Requires Forced Choice to Be Effective......Page 124
Tips for Finding Better Answers to Each Question......Page 125
Put It All Together......Page 129
Multiple Message Strategies......Page 131
Differentiating Message Strategy from Messaging, Positioning, and Branding......Page 134
Manager’s Checklist for Chapter 7......Page 135
Stand Out in the Clutter......Page 137
What Is a Campaign Idea, and Why Do You Need One?......Page 139
How to Spot an Idea......Page 142
How to Create Ideas......Page 147
How to Evaluate Ideas......Page 154
Manager’s Checklist for Chapter 8......Page 157
Name......Page 159
Logo......Page 167
Headline......Page 170
Tagline......Page 173
Reasons to Believe......Page 176
Call to Action......Page 184
Visual......Page 186
Manager’s Checklist for Chapter 9......Page 187
Media Planning......Page 189
Media Objectives and Strategies......Page 190
Media Scheduling and Execution......Page 195
In the Final Analysis......Page 196
Manager’s Checklist for Chapter 10......Page 197
Magazine Display Ads......Page 198
Newspaper Display Ads......Page 202
Brochures......Page 204
Posters and Flyers......Page 206
Billboards......Page 207
Yellow Pages......Page 209
Direct Mail......Page 210
Radio......Page 211
Television......Page 214
Combining Media......Page 215
Manager’s Checklist for Chapter 11......Page 216
12. Public Relations......Page 217
Public Relations Is All About Credibility......Page 218
Working with the Media to Tell Your Story......Page 219
Creating Effective Press Materials......Page 223
Developing Memorable Events to Maximize Publicity Opportunities......Page 224
Getting Started with Crisis Communications......Page 226
Manager’s Checklist for Chapter 13......Page 241
13. Online Marketing......Page 230
Use the Advantages of the Medium......Page 231
A Conversation Medium......Page 233
What Is Market Research?......Page 242
Where Does Research Fit in the Marketing Process?......Page 243
How to Approach a Market Research Project......Page 244
Surveys......Page 245
Focus Groups......Page 250
Individual Interviews......Page 254
Selecting a Research Consultant......Page 256
Limits of Market Research......Page 257
Manager’s Checklist for Chapter 14......Page 259
Index......Page 260
B......Page 262
C......Page 263
D......Page 264
G......Page 265
L......Page 266
M......Page 267
P......Page 268
R......Page 269
T......Page 270
Z......Page 271
