Great clients :: why their advertising is better than yours /
"It's no secret that most advertising is silly, irritating, and boring. Everywhere we go, irrelevant ad-noise clutters our physical and mental environments. More importantly, it simply doesn't work. If your company's advertising doesn't rise above the fray, you probably blam...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Vancouver ; Berkeley :
Figure1 Publishing,
2020.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "It's no secret that most advertising is silly, irritating, and boring. Everywhere we go, irrelevant ad-noise clutters our physical and mental environments. More importantly, it simply doesn't work. If your company's advertising doesn't rise above the fray, you probably blame your agency--they're not giving you their best work, or they "just don't get it." But consider this: you might be the problem. After nearly five decades in the advertising business, David Ullman has learned a few things about how to make effective ads. Forget the Mad Men image of a lone creative generating brilliant insights. David was on Madison Avenue in the '60s and '70s--that's not how it worked then, and it doesn't work that way now. Great advertising comes from great relationships. It comes from clear communication, shared goals, and trust. And all of those start with great clients. The tips and insights in this book show exactly how to work with your agency to ensure the work they produce is the best it can be. It's simple--learn how to be a great client, and you'll get great advertising."-- |
| Beschreibung: | 1 online resource |
| ISBN: | 9781773271125 177327113X 1773271121 9781773271132 |
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| 245 | 1 | 0 | |a Great clients : |b why their advertising is better than yours / |c David Ullman. |
| 263 | |a 202004 | ||
| 264 | 1 | |a Vancouver ; |a Berkeley : |b Figure1 Publishing, |c 2020. | |
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| 520 | |a "It's no secret that most advertising is silly, irritating, and boring. Everywhere we go, irrelevant ad-noise clutters our physical and mental environments. More importantly, it simply doesn't work. If your company's advertising doesn't rise above the fray, you probably blame your agency--they're not giving you their best work, or they "just don't get it." But consider this: you might be the problem. After nearly five decades in the advertising business, David Ullman has learned a few things about how to make effective ads. Forget the Mad Men image of a lone creative generating brilliant insights. David was on Madison Avenue in the '60s and '70s--that's not how it worked then, and it doesn't work that way now. Great advertising comes from great relationships. It comes from clear communication, shared goals, and trust. And all of those start with great clients. The tips and insights in this book show exactly how to work with your agency to ensure the work they produce is the best it can be. It's simple--learn how to be a great client, and you'll get great advertising."-- |c Provided by publisher. | ||
| 505 | 0 | |a Intro -- Introduction -- 1. What the Hell Is Advertising, Anyway? -- What advertising can and can't do -- People make one agency different from another -- What makes an agency client a Great Client? -- What makes an agency client a bad client? -- 2. What's So Special About Advertising Agencies? -- Advertising agencies aren't your typical business-school business -- Advertising shouldn't be a subset of Marketing or Sales -- The heart of the agency is the Creative Department -- 3. What Do Great Clients Want? -- Great Clients want to reach the Prime Prospect | |
| 505 | 8 | |a Great Clients know who their real competition is -- Great Clients hate to work in the dark -- Great Clients want creative and production budgets before a project starts -- Great Clients want their agency to look ahead-far ahead -- Great Clients want a proper approval process -- 4. How Great Clients Build Great Relationship* -- Great Clients know the key to a great relationship is mutual respect -- Great Clients don't play a numbers game -- Great Clients are accountable to their agency -- Great Clients pay attention to the creatives -- Great Clients never suffer in silence | |
| 505 | 8 | |a Great Clients get rid of anything that screws up their agency relationship -- Great Clients listen -- Great Clients don't expect free work -- Great Clients treat their agency fairly-usually -- Great Clients don't set goals that can't be met -- Great Clients know that great creative doesn't come off an assembly line -- Great Clients see advertising costs as an investment, not an expense -- Great Clients don't expect instant miracles -- Great Clients know how to handle media... sort of -- Great Clients know the internet is a tool, not a shortcut -- Great Clients take their online presence seriously | |
| 505 | 8 | |a Great Clients know and understand the power of social media -- Great Clients put careful thought into their websites -- Great Clients don't let "the guys in the field" impact their advertising -- Great Clients don't use employees as a focus group -- Great Clients believe everyone is a proofreader -- Great Clients keep meetings as small as possible -- Great Clients don't bring an entourage to a TV shoot, rough-cut or final edit -- Great Clients don't manipulate the agency to get what they want -- Great Clients analyze failures before pointing fingers | |
| 505 | 8 | |a Great Clients share responsibility for bad advertising -- 5. How Great Clients Find the Right Agency -- Great Clients simplify the search -- Great Clients have smart meetings -- Great Clients respect the pitch process -- Conclusion: It's a People Thing -- Acknowledgements | |
| 650 | 0 | |a Advertisers. |0 http://id.loc.gov/authorities/subjects/sh93009373 | |
| 650 | 0 | |a Advertising. |0 http://id.loc.gov/authorities/subjects/sh85001086 | |
| 650 | 0 | |a Communication in marketing. |0 http://id.loc.gov/authorities/subjects/sh85029077 | |
| 650 | 6 | |a Annonceurs (Publicité) | |
| 650 | 6 | |a Communication en marketing. | |
| 650 | 7 | |a Advertisers |2 fast | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Communication in marketing |2 fast | |
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Datensatz im Suchindex
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| _version_ | 1816796936220442624 |
| adam_text | |
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| author | Ullman, David, 1937- |
| author_GND | http://id.loc.gov/authorities/names/no2020000716 |
| author_facet | Ullman, David, 1937- |
| author_role | aut |
| author_sort | Ullman, David, 1937- |
| author_variant | d u du |
| building | Verbundindex |
| bvnumber | localFWS |
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| contents | Intro -- Introduction -- 1. What the Hell Is Advertising, Anyway? -- What advertising can and can't do -- People make one agency different from another -- What makes an agency client a Great Client? -- What makes an agency client a bad client? -- 2. What's So Special About Advertising Agencies? -- Advertising agencies aren't your typical business-school business -- Advertising shouldn't be a subset of Marketing or Sales -- The heart of the agency is the Creative Department -- 3. What Do Great Clients Want? -- Great Clients want to reach the Prime Prospect Great Clients know who their real competition is -- Great Clients hate to work in the dark -- Great Clients want creative and production budgets before a project starts -- Great Clients want their agency to look ahead-far ahead -- Great Clients want a proper approval process -- 4. How Great Clients Build Great Relationship* -- Great Clients know the key to a great relationship is mutual respect -- Great Clients don't play a numbers game -- Great Clients are accountable to their agency -- Great Clients pay attention to the creatives -- Great Clients never suffer in silence Great Clients get rid of anything that screws up their agency relationship -- Great Clients listen -- Great Clients don't expect free work -- Great Clients treat their agency fairly-usually -- Great Clients don't set goals that can't be met -- Great Clients know that great creative doesn't come off an assembly line -- Great Clients see advertising costs as an investment, not an expense -- Great Clients don't expect instant miracles -- Great Clients know how to handle media... sort of -- Great Clients know the internet is a tool, not a shortcut -- Great Clients take their online presence seriously Great Clients know and understand the power of social media -- Great Clients put careful thought into their websites -- Great Clients don't let "the guys in the field" impact their advertising -- Great Clients don't use employees as a focus group -- Great Clients believe everyone is a proofreader -- Great Clients keep meetings as small as possible -- Great Clients don't bring an entourage to a TV shoot, rough-cut or final edit -- Great Clients don't manipulate the agency to get what they want -- Great Clients analyze failures before pointing fingers Great Clients share responsibility for bad advertising -- 5. How Great Clients Find the Right Agency -- Great Clients simplify the search -- Great Clients have smart meetings -- Great Clients respect the pitch process -- Conclusion: It's a People Thing -- Acknowledgements |
| ctrlnum | (OCoLC)1134768294 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| publisher | Figure1 Publishing, |
| record_format | marc |
| spelling | Ullman, David, 1937- author. https://id.oclc.org/worldcat/entity/E39PCjwJXM9KQqQbM4chrjcF8C http://id.loc.gov/authorities/names/no2020000716 Great clients : why their advertising is better than yours / David Ullman. 202004 Vancouver ; Berkeley : Figure1 Publishing, 2020. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier "It's no secret that most advertising is silly, irritating, and boring. Everywhere we go, irrelevant ad-noise clutters our physical and mental environments. More importantly, it simply doesn't work. If your company's advertising doesn't rise above the fray, you probably blame your agency--they're not giving you their best work, or they "just don't get it." But consider this: you might be the problem. After nearly five decades in the advertising business, David Ullman has learned a few things about how to make effective ads. Forget the Mad Men image of a lone creative generating brilliant insights. David was on Madison Avenue in the '60s and '70s--that's not how it worked then, and it doesn't work that way now. Great advertising comes from great relationships. It comes from clear communication, shared goals, and trust. And all of those start with great clients. The tips and insights in this book show exactly how to work with your agency to ensure the work they produce is the best it can be. It's simple--learn how to be a great client, and you'll get great advertising."-- Provided by publisher. Intro -- Introduction -- 1. What the Hell Is Advertising, Anyway? -- What advertising can and can't do -- People make one agency different from another -- What makes an agency client a Great Client? -- What makes an agency client a bad client? -- 2. What's So Special About Advertising Agencies? -- Advertising agencies aren't your typical business-school business -- Advertising shouldn't be a subset of Marketing or Sales -- The heart of the agency is the Creative Department -- 3. What Do Great Clients Want? -- Great Clients want to reach the Prime Prospect Great Clients know who their real competition is -- Great Clients hate to work in the dark -- Great Clients want creative and production budgets before a project starts -- Great Clients want their agency to look ahead-far ahead -- Great Clients want a proper approval process -- 4. How Great Clients Build Great Relationship* -- Great Clients know the key to a great relationship is mutual respect -- Great Clients don't play a numbers game -- Great Clients are accountable to their agency -- Great Clients pay attention to the creatives -- Great Clients never suffer in silence Great Clients get rid of anything that screws up their agency relationship -- Great Clients listen -- Great Clients don't expect free work -- Great Clients treat their agency fairly-usually -- Great Clients don't set goals that can't be met -- Great Clients know that great creative doesn't come off an assembly line -- Great Clients see advertising costs as an investment, not an expense -- Great Clients don't expect instant miracles -- Great Clients know how to handle media... sort of -- Great Clients know the internet is a tool, not a shortcut -- Great Clients take their online presence seriously Great Clients know and understand the power of social media -- Great Clients put careful thought into their websites -- Great Clients don't let "the guys in the field" impact their advertising -- Great Clients don't use employees as a focus group -- Great Clients believe everyone is a proofreader -- Great Clients keep meetings as small as possible -- Great Clients don't bring an entourage to a TV shoot, rough-cut or final edit -- Great Clients don't manipulate the agency to get what they want -- Great Clients analyze failures before pointing fingers Great Clients share responsibility for bad advertising -- 5. How Great Clients Find the Right Agency -- Great Clients simplify the search -- Great Clients have smart meetings -- Great Clients respect the pitch process -- Conclusion: It's a People Thing -- Acknowledgements Advertisers. http://id.loc.gov/authorities/subjects/sh93009373 Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Communication in marketing. http://id.loc.gov/authorities/subjects/sh85029077 Annonceurs (Publicité) Communication en marketing. Advertisers fast Advertising fast Communication in marketing fast has work: Great clients* (Text) https://id.oclc.org/worldcat/entity/E39PCFyPgQ8MXfFR9ybP9Mhyh3 https://id.oclc.org/worldcat/ontology/hasWork Print version: Ullman, David, 1937- Great clients. Vancouver ; Berkeley : Figure.1 Publishing, 2020 1773271113 9781773271118 (OCoLC)1125976102 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2465057 Volltext |
| spellingShingle | Ullman, David, 1937- Great clients : why their advertising is better than yours / Intro -- Introduction -- 1. What the Hell Is Advertising, Anyway? -- What advertising can and can't do -- People make one agency different from another -- What makes an agency client a Great Client? -- What makes an agency client a bad client? -- 2. What's So Special About Advertising Agencies? -- Advertising agencies aren't your typical business-school business -- Advertising shouldn't be a subset of Marketing or Sales -- The heart of the agency is the Creative Department -- 3. What Do Great Clients Want? -- Great Clients want to reach the Prime Prospect Great Clients know who their real competition is -- Great Clients hate to work in the dark -- Great Clients want creative and production budgets before a project starts -- Great Clients want their agency to look ahead-far ahead -- Great Clients want a proper approval process -- 4. How Great Clients Build Great Relationship* -- Great Clients know the key to a great relationship is mutual respect -- Great Clients don't play a numbers game -- Great Clients are accountable to their agency -- Great Clients pay attention to the creatives -- Great Clients never suffer in silence Great Clients get rid of anything that screws up their agency relationship -- Great Clients listen -- Great Clients don't expect free work -- Great Clients treat their agency fairly-usually -- Great Clients don't set goals that can't be met -- Great Clients know that great creative doesn't come off an assembly line -- Great Clients see advertising costs as an investment, not an expense -- Great Clients don't expect instant miracles -- Great Clients know how to handle media... sort of -- Great Clients know the internet is a tool, not a shortcut -- Great Clients take their online presence seriously Great Clients know and understand the power of social media -- Great Clients put careful thought into their websites -- Great Clients don't let "the guys in the field" impact their advertising -- Great Clients don't use employees as a focus group -- Great Clients believe everyone is a proofreader -- Great Clients keep meetings as small as possible -- Great Clients don't bring an entourage to a TV shoot, rough-cut or final edit -- Great Clients don't manipulate the agency to get what they want -- Great Clients analyze failures before pointing fingers Great Clients share responsibility for bad advertising -- 5. How Great Clients Find the Right Agency -- Great Clients simplify the search -- Great Clients have smart meetings -- Great Clients respect the pitch process -- Conclusion: It's a People Thing -- Acknowledgements Advertisers. http://id.loc.gov/authorities/subjects/sh93009373 Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Communication in marketing. http://id.loc.gov/authorities/subjects/sh85029077 Annonceurs (Publicité) Communication en marketing. Advertisers fast Advertising fast Communication in marketing fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh93009373 http://id.loc.gov/authorities/subjects/sh85001086 http://id.loc.gov/authorities/subjects/sh85029077 |
| title | Great clients : why their advertising is better than yours / |
| title_auth | Great clients : why their advertising is better than yours / |
| title_exact_search | Great clients : why their advertising is better than yours / |
| title_full | Great clients : why their advertising is better than yours / David Ullman. |
| title_fullStr | Great clients : why their advertising is better than yours / David Ullman. |
| title_full_unstemmed | Great clients : why their advertising is better than yours / David Ullman. |
| title_short | Great clients : |
| title_sort | great clients why their advertising is better than yours |
| title_sub | why their advertising is better than yours / |
| topic | Advertisers. http://id.loc.gov/authorities/subjects/sh93009373 Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Communication in marketing. http://id.loc.gov/authorities/subjects/sh85029077 Annonceurs (Publicité) Communication en marketing. Advertisers fast Advertising fast Communication in marketing fast |
| topic_facet | Advertisers. Advertising. Communication in marketing. Annonceurs (Publicité) Communication en marketing. Advertisers Advertising Communication in marketing |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2465057 |
| work_keys_str_mv | AT ullmandavid greatclientswhytheiradvertisingisbetterthanyours |