Minority Ads

Author: Wang Zheng
Publisher:
Publish Date: 2004-02-01
Features: This is a book about marketing and communication. It covers common sense, yet it is precisely this common sense that is unfortunately overlooked by the vast majority of people. "What kind of card is a brand?" "Advertising cannot directly drive sales." "Advertising is not a scalpel aimed at the heart, but a dull saw." "Creativity is a means to entertain the audience." "The customer is always wrong." This book, with an attitude of "better to have nothing to say than to say the wrong thing," uses a sharp wit and black pepper-like humor to dissect the truth of advertising for the following groups: business decision-makers, managers, marketing personnel, sales personnel, media advertising personnel, and others interested in advertising. Of course, there are also those self-proclaimed professional advertisers.