Advertising Books

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Book SynopsisEveryone loves music, but not everyone loves advertising. Faced with increasingly impatient and fickle customers, some of the world''s most famous brands have been turning to music and artists to engage the public in a way they could never do alone. Why? Because music speaks to our emotions, brings people together and starts conversations. If it''s used correctly, it can turn a one-off purchaser into a loyal fan.Sounds Like Branding is, in its author''s words, an ear-opening'' journey through the history of music and marketing, from the humble jingle and the advent of Muzak to Michael Jackson''s groundbreaking association with Pepsi in the 1980s and the music branding embraced today by global brands such as Nike, Starbucks, Levi''s and Coca-Cola.What marketers need to know today is not what music to run in the background to an ad, but how a brand sounds''. This book is essential reading for any brand manager looking for a competitive edge in an increasingly clut

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Book SynopsisThe vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company''s most important asset, in some cases supplying in excess of 80 percent of a firm''s revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published. For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.Table of ContentsContentsPrefaceAcknowledgmentsI. INTRODUCTIONCHAPTER ONE: The Rationale for Key Account ManagementII. STRATEGY, ORGANIZATION, AND HUMAN RESOURCES FOR KEY ACCOUNT MANAGEMENTCHAPTER TWO: Developing Strategy for the Firm?s CustomersCHAPTER THREE: Organizing for Key Account ManagementCHAPTER FOUR: The Key Account ManagerIII. SYSTEMS AND PROCESSESCHAPTER FIVE: Key Account Planning: Analysis of the Key AccountCHAPTER SIX: Key Account Planning: Analysis of Competition and the Supplier Firm, Planning Assumptions, and Opportunities and ThreatsCHAPTER SEVEN: The Key Account StrategyCHAPTER EIGHT: Managing the Key Account RelationshipIV. CRITICAL ISSUES FOR KEY ACCOUNT MANAGEMENTCHAPTER NINE: Partnering with Key AccountsCHAPTER TEN: Global Account ManagementExercisesAppendixesNotesIndex

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Book SynopsisHappiness is a cigar called Hamlet. Hovis, as good for you today as it's always been. Heineken refreshes the parts other beers cannot reach. These are three of the most famous advertising campaigns ever produced, and all the work of Collett, Dickenson, Pearce & Partners. There was something in the air at CDP that made it special. Some compared it with being in the Beatles. Others said it was like playing for a football club at the top of the Premier League. Certainly, CDP possessed an ethos driven by an unshakeable belief in creativity: the new, the brilliant, the witty and the vital. It was relentless in its search for ideas that not only contributed to the success of its clients, but also to the happiness of the nation. CDP commercials became as much a part of the fabric of British popular culture as Fawlty Towers, The Two Ronnies and Eric and Ernie. In 2012, at an evening to mark the 50th anniversary of Design & Art Direction, CDP won yet another award - for being the 'most awarded agency' of the last 50 years. This book tells the story of the ads that won these awards: how they were conceived and the men and women who dreamed them up. Whether you are a student of advertising, work in the business, or are simply a member of the public who remembers these ads with fondness, this book will entertain you.Trade Review"Mike Everett, himself an award-garlanded creative practitioner during the golden age of the world's greatest ever advertising agency, has written this affectionate, funny, generous and historically important account of the making of many of CDP's most loved campaigns. If you have any interest in our business please read this and share it. It describes a time when people liked what we did and explains why."; Tim Lindsay, Chairman D&ADTable of ContentsIntroduction; A potted history of Collett Dickenson Pearce; One: Twenty-five years of Happiness; Two: The hunt for Hovis Hill; Three: 'Frank Lowe unleashes his disemboweling knife'; Four: The cartoon and the Dinky Toy army; Five: A real Turkish delight; Six: Bringing back lovely legs; Seven: The shoe commercial shot on a shoestring; Eight: 'Let's do some famous work.'; Nine: From Dudley Moore to Alan Whicker; Ten: Taking the Mickey out of David; Eleven: A success with many fathers; Twelve: Making a splash for Cinzano; Thirteen: How Mr. Spock was born; Fourteen: A tale of two Hamlets; Fifteen: A glorious, politically incorrect romp; Sixteen: A rather expensive factory visit; Seventeen: A silk purse from a sow's ear; Eighteen: The art of stealing a brief; Nineteen: Selling the brand as a band; Twenty: Killing time in Carefree; Afterword;

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