Started off as something special

Author: Linda Kaplan Thaler, Robin Kowal, Dilly Marshall | Translated by
Publisher:
Publish Date: 2005-06-01
Features: We all want to win the favor of customers. Linda Kaplan Thaler and Robin Kowal will explain how to achieve this in this book. They and their talented colleagues have created many memorable, highly successful advertisements—from the quacking duck for the ad campaign of US Family Life Insurance to the heart-stirring Kodak moment to the incredible sensory experience of herbal essence shampoo. In this book, Kaplan Thaler and Kowal offer practical advice and guidance on how to create successful advertisements based on their experiences in the field. The book showcases a series of extraordinary advertising examples. The authors humorously recall their successes and failures, interspersed with examples from other companies, and offer many suggestions on how to create an environment conducive to creative thinking. They also argue why giving too much time when assigning tasks is a disadvantage and why working in a crowded, small office often leads to brilliant ideas. They keenly capture the concept of "gut feeling" as a new perspective for considering market conditions. The book narrates the creation processes of many advertisements that significantly boosted product sales and brand awareness through vivid examples and engaging language. It tells managers how to stand out among numerous advertisements from other companies and create marketing miracles.