 All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results
ISBN: 978-0-470-23791-5
Hardcover
272 pages
May 2008
US $24.95
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ACKNOWLEDGMENTS.
PREFACE.
INTRODUCTION.
1. About The Title.
Case History: Total Cereal.
2. The Power Of An Idea.
Case History: Sharp Watches.
3. Who Do You Think You Are, Anyway?
Case History: Porte Advertising.
4. Where Are You Going?
Case History: Ralston Purina's Hero Dog Food.
5. Work Very Hard. Once.
Case History: Oxydol Detergent.
6. Where Do You Find A Good Idea?
Case History: Prevent Blindness NY.
Case History: Kangol Caps.
7. Being Clear Is A Good Idea.
Case History Dallas BBQ.
8. Taking An Idea From Nice To Good.
Case History: Legion Paper.
9. Don't Talk So Much.
Case History: Paradigm Vision Video Conferencing.
10. Relevant Shock.
Case History: Frigidaire Washing Machines.
Case History: The American Arbitration Association.
11. Lost Your Voice?
Case History: The Stage Deli.
12. Use The Whole Carcass.
Case History: ClearVision Optical.
13. Trust Your Tummy—But Don't Fall In Love.
Case History: Vaseline Petroleum Jelly.
Case History: Anacin.
14. What's In A Name?
Case History: Rapid Park Garages.
15. Pecked To Death By Ducks.
Case History: Drambuie Liqueur.
16. Little Things Can Mean A Lot.
A (Little) Case History: Host Apparel.
17. When Is A Good Idea Not A Good Idea?
Case History: Your Phufkel.
18. Don't Be Shy.
19. Four Words That Will Guarantee Your Financial Success.
20. How Did You Do?
21. How Did I Do?
INDEX.
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