Managers Guide to Marketing, Advertising, and Publicity (Briefcase Books Series)

Proven strategies that make sure your marketing message stands out from the rest The average American is exposed to as many as 5,000 marketing messages per day, so it’s more important than ever to create the most effective marketing and advertising campaigns as possible. Manager’s Guide to Marketing, Advertising, and Publicity explains The 14 principles of marketing communications strategy Common marketing mistakes to avoid Techniques for creating powerful marketing messages The many choices for delivering your marketing message How to take full advantage of digital platforms Today, you must come up with a bigger, better, brighter marketing campaign, or you’re guaranteed to be lost in the noise. This primer is ideal for anyone looking to position his or her organization as a powerful competitor in the twenty-first century. Briefcase Books, written specifically for today’s busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page: Clear definitions of key terms, concepts, and jargon Tactics and strategies for overseeing marketing initiatives Insider tips for getting the most out of marketing, advertising, and publicity Practical advice for creating effective campaigns Warning signs when preparing for and undertaking marketing initiatives Stories and insights from the experiences of others Specific marketing procedures, tactics, and hands-on techniques Contents......Page 6 Preface......Page 12 Acknowledgments......Page 16 The Importance of Good Marketing Communications......Page 22 What Is Marketing Communications?......Page 23 What Is a Target Market?......Page 25 How Marketing Can Benefit Your Business......Page 26 Marketing Results Can Benefit Your Career......Page 31 Classic Business Situations Where Marketing Can Help......Page 32 Framing Marketing Expectations: Miracle Cure or Money Rathole?......Page 40 Manager’s Checklist for Chapter 1......Page 42 2. Don’t Make These Mistakes......Page 43 Our Sales Are Down! Run Some Ads Now!......Page 44 Our Competitor Is Doing It—Let’s Do It Too......Page 48 We Do This Every Year—Don’t Rock the Boat......Page 49 Welcome, New Players! Let’s Make Some Improvements!......Page 50 Manager’s Checklist for Chapter 2......Page 52 Define a Realistic Business Communications Objective......Page 54 When to Advertise: The Best of Times, the Worst of Times......Page 55 What to Advertise: Lead with Your Strong Suit......Page 59 Integrate All Your Products, Services and Communications......Page 60 Results: You Can’t Manage What You Can’t Measure......Page 61 12-Step Marketing Planning Process......Page 63 Manager’s Checklist for Chapter 3......Page 70 4. Basic Principles of Marketing Communications Strategy......Page 72 Principle One: Marketing is About Probabilities, Not Predictability......Page 73 Principle Three: Integrate and Align Everything......Page 74 Principle Four: The Heart Trumps the Head......Page 75 Principle Five: Emotional Truths Are Invisible Truths......Page 77 Principle Six: Barry Callen’s Teeter-Totter Theory of All Human BehaviorTM......Page 78 Principle Seven: If You Want to Get Rich, You Have to Niche......Page 80 Principle Nine: Zig When Others Zag, and Vice Versa......Page 81 Principle Eleven: Be Both Relevant and Unique......Page 83 Principle Thirteen: First, Pick the Low-Hanging Fruit......Page 84 Principle Fourteen: Avoid B.S.......Page 85 Manager’s Checklist for Chapter 4......Page 86 Direct Response Marketing......Page 87 Database Marketing......Page 89 Cause Marketing......Page 91 Event Marketing......Page 92 Promotional Advertising......Page 93 Brand Advertising......Page 94 Employee Branding......Page 95 Graphic Design......Page 96 Online Marketing......Page 98 Guerrilla Marketing......Page 99 Integrated Marketing......Page 101 Manager’s Checklist for Chapter 5......Page 102 What Is Positioning and Why Is It Important?......Page 103 Position or Be Positioned......Page 104 Whom Do You Serve? Market Segmentation......Page 106 What Job Do You Do for Them? Drill Bits, Holes, and Happiness......Page 109 How Are You Different? USPs and Reasons to Believe......Page 110 Brand Personality: Hitler vs. Mother Teresa......Page 114 Put It All Together in an Emotional Positioning Statement......Page 115 Manager’s Checklist for Chapter 6......Page 116 7. PitchPerfectTM Message Strategy for More Powerful Persuasion......Page 118 What Is PitchPerfectTM Message Strategy?......Page 121 PitchPerfectTM Message Strategy Requires Forced Choice to Be Effective......Page 124 Tips for Finding Better Answers to Each Question......Page 125 Put It All Together......Page 129 Multiple Message Strategies......Page 131 Differentiating Message Strategy from Messaging, Positioning, and Branding......Page 134 Manager’s Checklist for Chapter 7......Page 135 Stand Out in the Clutter......Page 137 What Is a Campaign Idea, and Why Do You Need One?......Page 139 How to Spot an Idea......Page 142 How to Create Ideas......Page 147 How to Evaluate Ideas......Page 154 Manager’s Checklist for Chapter 8......Page 157 Name......Page 159 Logo......Page 167 Headline......Page 170 Tagline......Page 173 Reasons to Believe......Page 176 Call to Action......Page 184 Visual......Page 186 Manager’s Checklist for Chapter 9......Page 187 Media Planning......Page 189 Media Objectives and Strategies......Page 190 Media Scheduling and Execution......Page 195 In the Final Analysis......Page 196 Manager’s Checklist for Chapter 10......Page 197 Magazine Display Ads......Page 198 Newspaper Display Ads......Page 202 Brochures......Page 204 Posters and Flyers......Page 206 Billboards......Page 207 Yellow Pages......Page 209 Direct Mail......Page 210 Radio......Page 211 Television......Page 214 Combining Media......Page 215 Manager’s Checklist for Chapter 11......Page 216 12. Public Relations......Page 217 Public Relations Is All About Credibility......Page 218 Working with the Media to Tell Your Story......Page 219 Creating Effective Press Materials......Page 223 Developing Memorable Events to Maximize Publicity Opportunities......Page 224 Getting Started with Crisis Communications......Page 226 Manager’s Checklist for Chapter 13......Page 241 13. Online Marketing......Page 230 Use the Advantages of the Medium......Page 231 A Conversation Medium......Page 233 What Is Market Research?......Page 242 Where Does Research Fit in the Marketing Process?......Page 243 How to Approach a Market Research Project......Page 244 Surveys......Page 245 Focus Groups......Page 250 Individual Interviews......Page 254 Selecting a Research Consultant......Page 256 Limits of Market Research......Page 257 Manager’s Checklist for Chapter 14......Page 259 Index......Page 260 B......Page 262 C......Page 263 D......Page 264 G......Page 265 L......Page 266 M......Page 267 P......Page 268 R......Page 269 T......Page 270 Z......Page 271 Contents 6 Preface 12 Acknowledgments 16 1. What Marketing Communications Can Do for You 22 The Importance of Good Marketing Communications 22 What Is Marketing Communications? 23 What Is a Target Market? 25 What About Your Competitors? 26 How Marketing Can Benefit Your Business 26 Marketing Results Can Benefit Your Career 31 Classic Business Situations Where Marketing Can Help 32 Framing Marketing Expectations: Miracle Cure or Money Rathole? 40 Manager’s Checklist for Chapter 1 42 2. Don’t Make These Mistakes 43 Our Sales Are Down! Run Some Ads Now! 44 Our Competitor Is Doing It—Let’s Do It Too 48 We Do This Every Year—Don’t Rock the Boat 49 Welcome, New Players! Let’s Make Some Improvements! 50 Smart Marketing Mindset: The Continuous Experiment 52 Manager’s Checklist for Chapter 2 52 3. Planning—Step by Step 54 Define a Realistic Business Communications Objective 54 When to Advertise: The Best of Times, the Worst of Times 55 What to Advertise: Lead with Your Strong Suit 59 Integrate All Your Products, Services and Communications 60 Results: You Can’t Manage What You Can’t Measure 61 12-Step Marketing Planning Process 63 Manager’s Checklist for Chapter 3 70 4. Basic Principles of Marketing Communications Strategy 72 Principle One: Marketing is About Probabilities, Not Predictability 73 Principle Two: When You Dance with the Customers, Let Them Lead 74 Principle Three: Integrate and Align Everything 74 Principle Four: The Heart Trumps the Head 75 Principle Five: Emotional Truths Are Invisible Truths 77 Principle Six: Barry Callen’s Teeter-Totter Theory of All Human BehaviorTM 78 Principle Seven: If You Want to Get Rich, You Have to Niche 80 Principle Eight: Stand for Something or You’ll Fall Down 81 Principle Nine: Zig When Others Zag, and Vice Versa 81 Principle Ten: One Ad, One Idea 83 Principle Eleven: Be Both Relevant and Unique 83 Principle Twelve: Don’t Swim Upstream 84 Principle Thirteen: First, Pick the Low-Hanging Fruit 84 Principle Fourteen: Avoid B.S. 85 Manager’s Checklist for Chapter 4 86 5. Types of Marketing Communications and Expertise 87 Direct Response Marketing 87 Database Marketing 89 Cause Marketing 91 Event Marketing 92 Permission Marketing 93 Promotional Advertising 93 Brand Advertising 94 Employee Branding 95 Public Relations 96 Graphic Design 96 Online Marketing 98 Guerrilla Marketing 99 Integrated Marketing 101 Manager’s Checklist for Chapter 5 102 6. Positioning and Brand Personality 103 What Is Positioning and Why Is It Important? 103 Position or Be Positioned 104 Whom Do You Serve? Market Segmentation 106 What Job Do You Do for Them? Drill Bits, Holes, and Happiness 109 How Are You Different? USPs and Reasons to Believe 110 Brand Personality: Hitler vs. Mother Teresa 114 Put It All Together in an Emotional Positioning Statement 115 Manager’s Checklist for Chapter 6 116 7. PitchPerfectTM Message Strategy for More Powerful Persuasion 118 The Purpose of Message Strategy 121 What Is PitchPerfectTM Message Strategy? 121 PitchPerfectTM Message Strategy Requires Forced Choice to Be Effective 124 Tips for Finding Better Answers to Each Question 125 Put It All Together 129 Multiple Message Strategies 131 Differentiating Message Strategy from Messaging, Positioning, and Branding 134 Manager’s Checklist for Chapter 7 135 8. Creating Breakthrough Advertising Campaign Ideas 137 Stand Out in the Clutter 137 What Is a Campaign Idea, and Why Do You Need One? 139 How to Spot an Idea 142 How to Create Ideas 147 How to Evaluate Ideas 154 Manager’s Checklist for Chapter 8 157 9. The Most Important Creative Elements of an Ad 159 Name 159 Logo 167 Headline 170 Tagline 173 Reasons to Believe 176 Call to Action 184 Visual 186 Manager’s Checklist for Chapter 9 187 10. Media Planning and Buying 189 Media Planning 189 Media Objectives and Strategies 190 Media Mix 195 Media Scheduling and Execution 195 Media Buying 196 In the Final Analysis 196 Manager’s Checklist for Chapter 10 197 11. Traditional Print and Broadcast Advertising Media 198 Magazine Display Ads 198 Newspaper Display Ads 202 Brochures 204 Posters and Flyers 206 Billboards 207 Yellow Pages 209 Direct Mail 210 Radio 211 Television 214 Combining Media 215 Manager’s Checklist for Chapter 11 216 12. Public Relations 217 Public Relations Is All About Credibility 218 Working with the Media to Tell Your Story 219 Creating Effective Press Materials 223 Developing Memorable Events to Maximize Publicity Opportunities 224 Getting Started with Crisis Communications 226 Manager’s Checklist for Chapter 12 241 13. Online Marketing 230 Be User-Centric 231 Use the Advantages of the Medium 231 Micro-Marketing 233 A Conversation Medium 233 Manager’s Checklist for Chapter 13 241 14. Market Research? 242 What Is Market Research? 242 Where Does Research Fit in the Marketing Process? 243 How to Approach a Market Research Project 244 Types of Market Research 245 Surveys 245 Focus Groups 250 Individual Interviews 254 When You Shouldn’t Do Research 256 Selecting a Research Consultant 256 Limits of Market Research 257 Manager’s Checklist for Chapter 14 259 Index 260 A 262 B 262 C 263 D 264 E 265 F 265 G 265 H 266 I 266 J 266 K 266 L 266 M 267 N 268 O 268 P 268 Q 269 R 269 S 270 T 270 U 271 V 271 W 271 Y 271 Z 271 0071627960,9780071627962 McGraw-Hill Outlines a comprehensive and concise overview of how to develop effective marketing, advertising, and publicity campaigns, offering coverage of how to brand and position products by following a series of twelve specific principles. Original. As one of three Briefcase Books, the Manager's Guide to Marketing, Advertising, and Publicity provides both the basics and essential knowledge needed to understand all aspects of marketing and advertising and how it affects teams.