Advertising Books - Page 11

The Complete Guide to Accelerating Sales Force Performance : How to Get More Sales from Your Sales Force

Andris A. Zoltners, Prabhakant Sinha, Greggor A. Zoltners

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Customer Reviews:
Total reviews: 6 Average rating: 4.5 of 5

Editorial Review:

"The Complete Guide to Accelerating Sales Force Performance" presents an effective, innovative framework for evaluating and improving the performance of any sales force. It identifies and describes the key factors for creating a fast-track, go-to-market strategy. It's loaded with proven ideas for improving such "success drivers" as: culture; sales force structure; hiring; sales manager selection; training; compensation; technology; sales territory design; goal setting; and performance management. This is a basic guide for one of the most basic pressures on sales managers - how to "ratchet up" your sales force performance, providing a framework for evaluating sales force effectiveness, and a structure for making better sales force decisions. The book supplies highly practical solutions and processes and is packed with valuable insights and real-world examples from companies the authors have personally consulted for. It describes best practices for improving sales force effectiveness and explains how a sales force can adapt to changing technology, the Internet and the new economy. "The Complete Guide to Accelerating Sales Force Performance" allows the reader to tap into the latest thinking on sales force issues, so they are prepared to lead a successful selling organization into the new century.

Trust Us We're Experts: How Industry Manipulates Science and Gambles with Your Future

Sheldon Rampton, John Stauber

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Customer Reviews:
Total reviews: 41 Average rating: 4.5 of 5

Editorial Review:

Fearless investigative journalists Sheldon Rampton and John Stauber (Toxic Sludge Is Good for You! and Mad Cow U.S.A.) are back with a gripping exposé of the public relations industry and the scientists who back their business-funded, anti-consumer-safety agendas. There are two kinds of "experts" in question--the PR spin doctors behind the scenes and the "independent" experts paraded before the public, scientists who have been hand-selected, cultivated, and paid handsomely to promote the views of corporations involved in controversial actions. Lively writing on controversial topics such as dioxin, bovine growth hormone, and genetically modified food makes this a real page-turner, shocking in its portrayal of the real and potential dangers in each of these technological innovations and of the "media pseudo-environment" created to obfuscate the risks. By financing and publicizing views that support the goals of corporate sponsors, PR campaigns have, over the course of the century, managed to suppress the dangers of lead poisoning for decades, silence the scientist who discovered that rats fed on genetically modified corn had significant organ abnormalities, squelch television and newspaper stories about the risks of bovine growth hormone, and place enough confusion and doubt in the public's mind about global warming to suppress any mobilization for action.

Rampton and Stauber introduce the movers and shakers of the PR industry, from the "risk communicators" (whose job is to downplay all risks) and "outrage managers" (with their four strategies--deflect, defer, dismiss, or defeat) to those who specialize in "public policy intelligence" (spying on opponents). Evidently, these elaborate PR campaigns are created for our own good. According to public relations philosophers, the public reacts emotionally to topics related to health and safety and is incapable of holding rational discourse. Needless to say, Rampton and Stauber find these views rather antidemocratic and intend to pull back the curtain to reveal the real wizard in Oz. This is one wake-up call that's hard to resist. --Lesley Reed

Luxury Brand Management: A World of Privilege

Michel Chevalier, Gerald Mazzalovo

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Customer Reviews:
Total reviews: 2 Average rating: 4.5 of 5

a must read.... 5 out of 5 stars.
1 of 2 people found this review helpful.

A must read for managers, researchers and anyone dealing with luxury brands. Well written and worth the investment

A-Z of Luxury Brand Management 4 out of 5 stars.
0 of 5 people found this review helpful.

All you need to know about the luxury side of the fashion business. From Armani to Louis Vuitton... An index of juicy information about the luxury fashion brands.

Editorial Review:

A fascinating and comprehensive examination of the different dimensions of luxury management in various sectors. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management.

Compensating the Sales Force: A Practical Guide to Designing Winning Sales Compensation Plans

David J. Cichelli

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Customer Reviews:
Total reviews: 4 Average rating: 4.0 of 5

The perfect how-to for sales incentive program designers 5 out of 5 stars.
6 of 10 people found this review helpful.

Keep this book among your collection of professional books. It's a no-nonsense guide that goes directly to the heart of how you design incentive programs for sales people in different jobs. David Cichelli describes, in detail, the finite number of formula mechanics used to pay incentives. He also describes when to use the mechanics, the math behind each formula, and popular variations of each mechanic. If you're looking for a book on the psychology of incentive programs, this isn't it. It is, however, a primer on specific sales incentive program types. Every HR or Comp Analyst should be familiar with these concepts - if not for your career, then for the sake of the people working in sales and the company's bottom line.

Editorial Review:

Compensating the Sales Force is a uniquely jargon-free, how-to guide to all major sales compensation concepts and formulas. Using real-world examples, guru David J. Cichelli:

• Helps readers select the right compensation strategy for their firm
• Provides step-by-step guidance to implementing various approaches
• Simplifies the mathematical formulas that are a thorn in most manager's side

Branding For Dummies (For Dummies (Business & Personal Finance))

Bill Chiaravalle, Barbara Findlay Schenck

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Total reviews: 2 Average rating: 5.0 of 5

Editorial Review:

Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors’ don’t.

Whatever your business is, whether it’s large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You’ll get familiar with branding essentials like:

• Defining your company’s identity
• Developing logos and taglines
• Launching your brand marketing plan
• Managing and protecting your brand
• Fixing a broken brand
• Making customers loyal brand champions

Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack—and for positioning your business to reap the ensuing rewards.

Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business (Guerrilla Marketing)

Jay Conrad Levinson

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Customer Reviews:
Total reviews: 43 Average rating: 4.5 of 5

If you're a small business owner... 5 out of 5 stars.
3 of 3 people found this review helpful.

If you're a small business owner, you need this book. Real life examples of how to market your company,make it more professional, and to make yourself feel more established in your field. Along with "Guerrilla Marketing for Consultants", written in 2005, you will get into the proper mindset for self-promotion. Be brutally honest, put in some brainstorming hours and commit yourself to succeed. I will refer to both these books yearly to refresh my marketing campaign. (Written in 1998, so Internet and email marketing methods are not discussed in relevant terms).

Editorial Review:

When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionalized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Filled with hundreds of solid ideas that really work, Levinson's philosophy has given birth to a new way of learning about market share and how to gain it. In this completely revised and expanded third edition, Levinson offers a new arsenal of weaponry for small-business success in the next century. Filled with strategies for marketing on the Internet (explaining when and precisely how to use it), tips for putting other new technologies to work, programs for targeting prospects and cultivating repeat and referral business, and management lessons in the age of telecommuting and freelance employees, this book will be the entrepreneur's marketing bible in the twenty-first century.

Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market

Chetan Sharma, Joe Herzog, Victor Melfi

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Customer Reviews:
Total reviews: 5 Average rating: 4.5 of 5

Read the Book Before It's Too Late :) 5 out of 5 stars.
5 of 6 people found this review helpful.

It's today's freshest (March 2008) book on Mobile Marketing. I am half through the book and I want to share my immediate impressions.

I like how the book is organized. The way the presentation unfolds enhances my reading experience - I am interested to be reminded about all existing marketing channels. Even if you are a teacher of marketing or an experienced marketing professional, it is still good to review - even if one has to battle the temptation to exclaim "I know this!" - the history of marketing. And what this history is teaching us, or at least is making clearer for me, is this: it is hard (the change is usually revolutionary!) but possible (it is just growing a lot!) to predict the next turn in development of marketing.

March 1, 2008 article at http://www.alleyinsider.com/ by Henry Blodget cites a poll of 1,979 adults surveyed online by http://www.zogby.com/. In this, claimed representative, sample of the US population:

* 48% said their primary source of news is the Internet (up 20% from only a year ago)
* 29% of Americans say their primary news source is TV
* 11% say it's radio
* 10% say it's newspapers

Whatever the statistics, here is a general trend: people, on average, spend more time on the Internet than with any other single media. Obviously, the ad budgets follow eyeballs of people (in 2007, the online portion of the total ad spend was estimated at 30%).

The shift of marketing to the Internet is truly revolutionary. Growth of the channel and its effectiveness are amazing. The speed is "7 percentage points of market share in a single year". Effectiveness is truly redefined - to paraphrase the famous quote of John Wanamaker, we now know which half of the advertising dollars is wasted. It became possible with the invention of online search advertising model that was introduced by Google. Ads became relevant and contextual; campaign planning became easier; campaign results fairer. What is even more important, in my view, is that marketing campaigns become measurable. Also note that the Internet combines all the features of the old media, to wit: video, audio, pictures, text. At the same time, there is something very new about this channel. It's also interactive.

Now think about this: in 2008 the Internet will be more frequently accessed on mobile phones than on PCs. In Japan and Korea, browsing is used by 90 percent of all cell phone users. There are 3 billion cell phone subscribers worldwide, three times the number of PC users, who stare on their phones at least daily. There are two times more people using SMS (TXT) than email.

What does it mean? It means that the potential is huge and that it has been building up for the last ten years, now reaching its tipping point. So what is awaiting us soon and how to capitalize on the opportunity?

Read! (I also have to finish the book!)

Editorial Review:

A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

Differentiate or Die: Survival in Our Era of Killer Competition

Jack Trout

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Customer Reviews:
Total reviews: 39 Average rating: 4.0 of 5

Editorial Review:

There are no two ways about it with Jack Trout. Either you've got a product or service that you can say is different, or you don't have much at all. In today's global marketplace and at its lightning-fast rate of change, there's no point in inventing and presenting a product only to sit back and hope that consumers everywhere will discover its greatness. It's not simply about what you or your product can do, it's about what you do differently from everyone else. Coauthors Trout and Steve Rivkin say it all in their no-holds-barred title, Differentiate or Die.

A disciple of the marketing guru Rosser Reeves, who introduced the concept of the "unique selling proposition," Trout relays his vision of what can help you differentiate in blunt, tell-it-like-it-is prose. First he breaks the bad news that product quality, advertising creativity, price advantage, and breadth of product line are rarely successful ways to differentiate your business. Consumers expect the best quality, he says; they don't think it's a bonus. In the same vein, your competitor can slash prices just as quickly as you. After dismissing these common marketing techniques as futile, Trout concentrates on which differentiating ideas will set you apart from the pack: Being first (and staying there), owning a discernible attribute, having a heritage, becoming the preference of a particular consumer group, or even being the most recent arrival in a product arena are just some of these useful differentiates. Though the book's fast and quippy narrative style may leave some readers looking for more substance behind his adamant assertions, Trout's recommendations act as inspirational spurts of energy. A slim manual packed with punchy points, Differentiate or Die won't take you long to read but could make a lasting--you guessed it--difference to the success of your business. --S. Ketchum

The Advertising Concept Book

Pete Barry

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Total reviews: 1 Average rating: 4.0 of 5

Editorial Review:

An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals.

How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing.

Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time.

Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to "push" an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign. 400 illustrations.

Always On: Advertising, Marketing, and Media in an Era of Consumer Control (Future of Business Series)

Christopher Vollmer

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Total reviews: 3 Average rating: 4.5 of 5

Editorial Review:

The Wall Street Journal Bestseller

The Future is Now-Get Ready to Reap the Profits.

We stand at the beginning of a consumer-centric age-an era with potentially enormous returns for leaders in marketing, advertising and media-if they get their approach right. The new media environment is “always on,” digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it.

The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future.

Their secrets are in this book, including how to:

• Match your messages to the right media
• Learn the leading strategies of consumer-centric pioneers
• Discover the lessons of laggard marketers
• Explore viral marketing
• Track advertising spending shifts
• Capture emerging opportunities in a world of constant change
• Master the new marketing metrics
• Engage your customers on their terms

Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques-essential competitive knowledge in a marketing and advertising world that never quits.